Non-alcoholic enjoyment trend

Rotkäppchen-Mumm presents new 0.0% non-alcoholic sparkling wines*

03-Jul-2024

The market leader is gradually converting its range of non-alcoholic sparkling wines* to 0.0%, starting with the company's two biggest brands: Rotkäppchen and Mumm. The further development of products in the alcohol-free growth segment will be accompanied by an extensive campaign on the topic of responsible consumption on the content platform alkoholfrei.de.

"Alcohol-free sparkling wine and wine alternatives are developing very dynamically. The new alcohol-free variants from Rotkäppchen-Mumm are right in tune with the spirit of the times and offer consumers the full enjoyment profile at 0.0% alcohol. In recent years, 'cool sober drinking' has developed from a trend to an integral part of our culture of enjoyment, and we expect variety and quality to continue to develop positively across all brands," says Christof Queisser, CEO of Rotkäppchen-Mumm.

The market for non-alcoholic sparkling wine recently grew by 12% to 24 million euros.** With sales of 36 million euros in calendar year 2023, Rotkäppchen-Mumm is the leader in the alcohol-free segment in Germany.*** The corporate group is now serving this sustainable trend towards conscious enjoyment even more consistently: The entire non-alcoholic sparkling wine range* will be successively converted to 0.0%, starting with the Rotkäppchen and Mumm sparkling wine brands. The products will be available in stores from August. Other brands and segments will follow.

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"Top quality, a diverse range and a unique taste experience are always our top priorities, and this also applies to alcohol-free. 0.0% is a consistent and important step for us and meets our requirements in every respect," says Christof Queisser. "As Rotkäppchen-Mumm, we set the course for the highest product quality early on with the innovative technology of our spinning cone system and the development of our own non-alcoholic expertise and are also successful with all major brands in the non-alcoholic segment."

New consumer mindset

"For the younger generation in particular, conscious enjoyment no longer has anything to do with abstinence, but with curiosity and openness to new ideas," says Christof Queisser. "Under the motto 'Cool Sober Drinking', the market will be further stimulated and enriched in the long term." The redesigned website alkoholfrei.de also pays tribute to this: With the information platform, the company offers content on the topic of responsible enjoyment - from exciting background knowledge on production processes and variety of flavors to current trends.

Alcohol-free vs. 0.0%

The difference between the terms alcohol-free and 0.0% is clearly regulated by food law: A non-alcoholic beverage may still contain up to 0.5% vol. This may occur due to deviations in the production process. Drinks labeled with 0.0% vol. are a more recent development on the market. Technological progress has made it possible to remove alcohol more efficiently.

Responsible consumption

Responsible consumption is an important issue for Rotkäppchen-Mumm. As a sponsor of the initiatives Don't drink and drive, wine in moderation, massvoll-geniessen, Klartext reden, Schulungsinitiative Jugendschutz and Verantwortung von Anfang an, the company has been committed to education, transparency and a moderate approach to alcoholic beverages for many years.

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*Legally prescribed designation for non-alcoholic sparkling wine: Sparkling beverage made from dealcoholized wine (<0.5% vol.)

** Circana (YTD Apr, 24); LEH >=200 ex HD + DM + GAM + C&C (non-alcoholic sparkling wine)

*** Circana (calendar year 2023); LEH sparkling wine & non-alcoholic wine

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

https://www.yumda.com/en/news/1183867/non-alcoholic-enjoyment-trend.html