In tune with the times: Innovation from Rotkäppchen-Mumm shapes free moments of enjoyment
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The growing relevance of freedom and self-determination in society is influencing the way we enjoy ourselves. At the same time, the need for memorable experiences, i.e. moments to be enjoyed together, on the go, free from conventions and “in real life”, is increasing, especially among young adults - as the fourth Rotkäppchen-Mumm trend study shows. Especially among the “Twens”, the young generation in their twenties, the desire for conscious enjoyment with low and no alternatives is high, cool sober drinking has become the norm. In line with these modern and unconventional moments of indulgence, Rotkäppchen-Mumm is breaking new ground and launching a new ready-to-drink product category under the umbrella of its Rotkäppchen love brand in spring 2025: Rotkäppchen Secconade and Seccomate.
The Rotkäppchen-Mumm trend study on the culture of enjoyment in Germany has been investigating how social developments and trends shape our enjoyment preferences for four years now. The focus of the current edition is on the increased need for freedom and self-determination: “It is more important than ever for people to decide freely and free themselves from conventions. For our enjoyment experiences, this means that the free choice of drinks, the free organization of moments of enjoyment and the free interpretation of traditions are becoming increasingly important,” says Christof Queisser, CEO of Rotkäppchen-Mumm. “At the same time, we are seeing how the appreciation of shared experiences in 'real life' is increasing.”
The revolution in the sparkling mix market
It is precisely these trends towards relaxed and free moments of enjoyment that need to be supported. By breaking out of established categories in the sparkling segment, market leader Rotkäppchen-Mumm is hitting the heart of the target group: Rotkäppchen Secconade and Seccomate appeal in particular to the enjoyment habits of “twens” as trendsetters. The entire product development process for the new category was closely monitored with a focus on the customer - with success: “As the market leader, we naturally always aim to be close to the customer. This means thinking ahead, acting innovatively and having the right answer to the current lifestyle with the right product at the right time,” says Queisser.
The answer to the trends of the twens
57% of respondents to this year's trend study aged between 18 and 29 would like to see an even wider range of no and low alcohol products. “Our new product combines the trends of 'homemade lemonade', sparkling and low alcohol. We are opening up a completely new sub-category,” says Queisser. Rotkäppchen Secconade is available in pink grapefruit, lemon and blood orange, as well as Rotkäppchen Seccomate with caffeine from spring 2025. In the handy 0.33l ready-to-drink format with 5.5% vol. (Rotkäppchen Secconade) or 7% vol. (Rotkäppchen Seccomate), the trend drink is available in the low alcohol segment.
“The new products have achieved excellent results in market research in terms of design, taste and willingness to buy,” reports the CEO. “All varieties are well above the benchmark in taste tests in the sparkling mix segment, and the design of Rotkäppchen Secconade and Seccomate impressed an impressive 90 percent of consumers. These are outstanding results that make us very positive and expectant about the upcoming market launch.”
About Rotkäppchen Secconade and Seccomate
- Available from spring 2025 as ready-to-drink in 0.33-liter bottles
- Rotkäppchen Secconade as pink grapefruit, lemon and blood orange (5.5% vol.)
- Rotkäppchen Seccomate with caffeine (7% vol.)
- the RRP is 1.99 euros for 0.33 liters - pricing is at the sole discretion of the food retailer
