Italian winemaker Mionetto has diversified beyond prosecco by adding a bittersweet aperitif in the UK.
Mionetto Aperitivo (rsp: £12/50cl) has landed DTC via Amazon and Slurp, with a retail push set to follow next year.
Made from “100% natural flavours” and a secret blend of citrus and botanicals, the aperitif debuted outside Mionetto’s domestic market for the first time last year.
The NPD would offer shoppers “the true taste of an Italian spritz,” said Mionetto technical director Alessio Del Savio.
It was designed to be served in a spritz made from three parts Mionetto Prosecco, two parts Aperitivo and a splash of soda or sparkling water, Del Savio said.
The resulting serve was “a delightfully fresh and light drink that harmoniously blends the fruity character of our prosecco and the bittersweet taste of our Aperitivo,” he added.
It comes with interest in aperitif products growing in the UK. Market leader Aperol has seen its sales climb 15% to £21.5m in the past year [NIQ 52 w/e 24 April 2024].
“The aperitifs segment is in year-on-year growth and gaining in popularity,” said Del Savio. “Expanding our portfolio to create Mionetto Aperitivo complements our prosecco range and creates an authentic drinking experience for consumers.”
Adding Aperitivo would also enable Mionetto “to reach younger consumers, for different consumption occasions”, Del Savio added.
Founded in 1887 in the village of Valdobbiadene in north east Italy, Mionetto is owned by Spanish-German wine group Henkell Freixenet.
Its prosecco is sold in Morrisons, Sainsbury’s, Tesco and Ocado.
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