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Mionetto Extends With Elderflower Cocktail, On Pace For 30% Growth For 2013

August 14, 2013

Thriving Prosecco producer Mionetto is extending its “IL” premixed cocktail line with a new elderflower offering. “IL” Ugo, which is 8% abv and retails at $12 a 750-ml., is a sparkling elderflower cocktail inspired by the Hugo cocktail from northern Italy’s Alto Adige region. Intended to be consumed over ice, it joins Mionetto’s first cocktail entry, Spr!z, an orange bitter/sparkling wine mix, in the “IL” line.

Mionetto USA managing director Enore Ceola tells SND the company has high hopes for Ugo due to the elderflower flavor profile’s increasing popularity. Meanwhile, Spr!z, which debuted last year, has seen mixed results in the early going. “We’ve had success in some markets and not in others with Spr!z—we need to keep educating consumers about the Spritz cocktail,” says Ceola. “The elderflower cocktail base is arguably more familiar in the U.S. than the orange bitter cocktail base. I think the two offerings together can have a bigger impact with the consumer.”

Much of the excitement around the elderflower flavor has been driven by Bacardi’s St-Germain liqueur, but upstarts like Chase Distillery’s namesake liqueur and M.S. Walker’s St. Elder have also targeted the rising segment. Ceola says that in addition to being consumed over ice Mionetto’s “IL” cocktails are being incorporated into more sophisticated concoctions with vodka and other spirits.

Meanwhile, Mionetto’s core sparkling wine business continues to surge in the U.S. market. The Impact “Hot Brand” has averaged 20% volume growth over the past three years, rising 19% to 380,000 cases in 2012. This year, the brand is on pace for a 30% to 35% advance.

“This year we have the most aggressive advertising campaign we’ve ever done,” Ceola says. “We have a big current presence in national consumer, trade and lifestyle magazines, and we’re starting to advertise in the New York Times as well, which we think will be a very good fit for our demographics.”

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