New from February: Rotkäppchen Fruchtsecco Maracuja

Rotkäppchen Fruchtsecco's new 'Holiday in a glass' concept, launched in 2023, focuses on typical ingredients from popular holiday destinations in the selection of an annually limited variety in order to capture the local lifestyle. "Our new concept was an immediate hit with fruit secco fans last year. We laid a successful foundation with the apple variety and Ireland as a holiday destination," reports Stephanie Schieszl, Marketing Director at Rotkäppchen-Mumm. "In 2024, we will be travelling to another continent and immersing ourselves in an exotic, tropical world: Fans can look forward to a Brazilian holiday-in-a-glass feeling with Rotkäppchen Fruchtsecco Maracuja."

With "Holiday in a glass", Rotkäppchen Fruchtsecco goes straight to the heart of the younger, trend-conscious target group. Together with friends at a picnic in the park, as a sundowner on the beach or at home on the balcony - inspired by the popular travel destination of Brazil, Rotkäppchen Fruchtsecco Maracuja brings a holiday feeling to every moment of enjoyment. In the new variety, selected wines meet exotic, fruity passion fruit flavours and a fine, bubbly tingle. The selected ingredients create a unique flavour experience: fruity and tart with fresh acidity.

Rotkäppchen Fruchtsecco Maracuja is also a visual eye-catcher: the modern, summery design puts the passion fruit variety centre stage. The statue of Christ, the Maracanã stadium and the cable car up Sugar Loaf Mountain - the iconic landmarks of Rio de Janeiro on the label refer to Brazil as a holiday destination in abstract form. This makes "Urlaub im Glas" stand out visually from the existing Fruchtsecco range, while retaining existing design elements such as the beige background and the typical structure of the label. The exotic, fruity new product is an ideal addition to the popular Fruchtsecco family and creates further impetus for sales in the retail sector.

Coordinated marketing measures ensure additional attention among the target group: in addition to a large-scale digital campaign, Fruchtsecco Maracuja is part of Rotkäppchen-Mumm's multi-brand summer initiative at the POS, which encompasses several of the company's brands. Like the existing portfolio, Rotkäppchen Fruchtsecco Maracuja is available in various formats to suit a wide range of consumption occasions: in the 0.75-litre bottle, as a small bottle in the practical "to go" format (0.2 litres) and as a four-pack. The new variety is available in stores nationwide from February to December.

Rotkäppchen Fruchtsecco Maracuja

• available in 0.75-litre and 0.2-litre bottles and as a 0.2-litre four-pack
• The RRP is €4.99 for 0.75 litres, €1.49 for 0.2 litres and €4.99 for the 0.2-litre four-packs. Pricing is at the sole discretion of the food retailer
• On sale nationwide from February to December 2024