Annual Report 2011 - Dr. August Oetker KG

Sparkling Wine, Wine and Spirits Division
Henkell & Co. Sektkellerei KG constitutes the Sparkling Wine, Wine and Spirits Division. Despite a slight decline
in volume sales in the 2011 reporting year, the Group achieved an increase in sales by value in the same
period.
All told, the Henkell & Co. Group generated sales of Euro 671 million in the 2011 fi nancial year (2010: Euro 644
million), putting it 4.2 % up on the previous year. Of total sales, Euro 335 million was attributable to the
domestic market and Euro 336 million to international operations.
Volume sales at the same time fell by 1.3% to 237.5 million bottles of sparkling wine, wine and spirits (2010:
240.6 million bottles). While sparkling wine sales fell by 3.8 % to 151.9 million bottles, sales of spirits increased
by 4.8 % to 51.8 million bottles and of wine by 1.8 % to 33.8 million bottles.
Capital expenditure of the Henkell & Co. Group totaled Euro 18 million, as opposed to Euro 11 million the
previous year. The number of employees fell to 2,023 in the reporting period (2010: 2,073).
Sparkling wine brands
In 2011 Henkell & Co.’s sparkling wine
business in Germany was not fully able
to match the previous year’s performance
overall. Nonetheless, the higherquality
brands achieved good results
and contributed to the increase in sales
of the Group as a whole. In particular,
Henkell Trocken and Mionetto set a
promising course.
Fürst von Metternich, with sales of
6.2 million bottles, fell marginally below
the previous year. In terms of quality, the
market leader in premium sparkling
wine once more captured attention with
high acclaim: at Vinalies Internationales
in Paris, Fürst von Metternich Brut Jahrgang
was honored with a gold medal,
Fürst von Metternich also received
gold from a German farming organization
(DLG), and the brand was awarded
the rating “very good” by a German consumer
magazine (Öko-Test).
The brand family around Henkell Trocken
increased its sales by 2.9 % to
13.4 million bottles. Henkell Rosé saw
double-digit growth. In fall 2011 Henkell
Trocken was judged “very good” at Öko-
Test. In addition, Henkell Trocken and
Henkell Dosage Zero were awarded
gold at the Vinalies Internationales in
Paris.
Kupferberg Gold was unable to follow up
on the successes of the previous year.
Due to a lower level of promotional activity
on the discount side compared
with the previous year, sales declined to
11.1 million bottles (2010: 14.9 million
bottles). The long-established brand
from Mainz was also available on the
German market as Kupferberg Halbtrocken.
Söhnlein Brillant, the strongest-selling
brand by volume in the portfolio, increased
sales by 2.3 % to 20.4 million
bottles, with Söhnlein Brillant Rosé and
Söhnlein Brillant Alkoholfrei Rosé making
a disproportionate contribution to
growth. New in the range since March
2011 is Söhnlein Brillant Mild, which got
off to a promising start and was acclaimed
as “Product of the Year” in the
category Wine/Sparkling Wine/Champagne
by the German trade magazine
Lebensmittelpraxis.
Wine Brands
Wine sales stood at 33.8 million bottles
in the 2011 fi nancial year and were generated
primarily in Hungary, the Czech
Republic and Slovakia. The winery in
Hungary set a promising sales course
with its wines, upgrading the premium
wine range György Villa with a presenta-
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