Rotkäppchen-Mumm is once again focusing on high-impact in-store displays—Secconade and Fruchtsecco Aperitivo are driving summer sales at the point of sale

The newly developed Secconade Tower POS tool attracts attention with its strong visual impact from a distance and gets people in the mood for summer. Complementing this, branded decorative elements such as lounge chairs, umbrellas, and air mattresses shaped like Secconade bottles create a summery atmosphere. Additionally, high-quality Ninja Creami ice cream makers will be raffled off in selected stores as part of an in-store giveaway.

“The summer displays have become an integral part of our POS strategy—and this marks the tenth consecutive year,” explains Verena Buttlar, Head of Shopper Marketing at Rotkäppchen-Mumm. “The fact that we are once again implementing these experiential displays on this scale shows how effective they are for retailers and the brand. At the same time, we continue to refine them every year—in terms of design, messaging, and relevance to different shopper needs. Our goal is to offer retailers strong activations that drive foot traffic and support sales.”

In addition to its eye-catching presentation, the promotion is specifically designed to reinforce the positioning of both products. Secconade has quickly established itself as a top-3 player[1] in the wine-based cocktail segment and, with the two new additions in 2026, is capitalizing on the top trends of 0.0% alcohol and no sugar. The ready-to-drink Fruchtsecco Aperitivo picks up on the ongoing spritz trend with its fruity-tart Lemon Spritz & Rosa Spritz varieties, revitalizing the wine-based cocktail category.

Rotkäppchen thus once again underscores its role as a driver of innovation and a reliable partner in the retail sector, always responding to consumer needs and the potential at the point of sale.