Henkell Freixenet Secures German Distribution for Gancia Sparkling Wines
The Henkell Freixenet Group has secured the German distribution rights for three popular sparkling wines: Gancia Brut, Prosecco DOC, and Rosé Prosecco Extra Dry DOC. The takeover, which occurred in 2020, has brought these well-known brands under the umbrella of Underberg's distribution subsidiary, Diversa.
Gancia sparkling wines are priced affordably, with regular bottle prices ranging from 7.99 to 11.99 euros. During promotions, these prices drop further, making them accessible to a wider range of consumers. The brand's popularity is not new, as Prosecco has been a top-selling sparkling wine worldwide for years. Its accessibility and competitive pricing often make it more sought after than champagne.
The collaboration between Underberg and Gancia began with the distribution of the vodka brand 'The Standard' in the summer. Tim Nentwig, marketing director of Diversa, is satisfied with the compatibility of Gancia products with Diversa's existing portfolio. Thomas Mempel, board member of the Underberg group and Diversa manager, describes the partnership as successful, marked by professionalism and mutual respect.
The Henkell Freixenet Group's takeover of Gancia's German distribution rights is expected to strengthen the presence of these sparkling wines in the market. With Diversa's professional management and the ongoing trend towards sparkling wines, particularly Prosecco, Gancia Brut, Prosecco DOC, and Rosé Prosecco Extra Dry DOC are poised for continued success.
