For 90 years, Henkell Piccolo has stood for stylish sparkling wine enjoyment in a practical size.
First introduced in 1935 as a 20cl sparkling wine bottle, the ‘small’ Henkell Trocken became synonymous with convenient sparkling wine enjoyment and marked a milestone in sparkling wine culture. Today, the Piccolo remains an indispensable classic in the trade and continues to generate strong purchasing impulses even after 90 years.
In the German domestic market, Piccolo sales increased by 38% in 2024 which significantly increases the share of Piccolo bottles compared to the Henkell brand’s total sales in Germany. Internationally, Piccolo is also a success story: for Henkell, Austria is the second best-selling Piccolo market, Australia in third place with growth of 11% and in the Henkell Frexienet ranking also the market with the highest proportion of Piccolo bottles in the world compared to standard bottles.
From innovation to icon
In 1935, Karl Henkell, grandson of company founder Adam Henkell, took a bold step: he launched his branded sparkling wine Henkell Trocken in a convenient 20cl bottle for the first time. A revolutionary idea at the time!
Inspired by the Italian word ‘piccolo’ for ‘small’, Henkell gave his invention the Germanised name ‘Pikkolo’ and had the name protected under trademark law. In the spirit of internationalisation, Piccolo has now reverted to the Italian spelling.
What was introduced as a new bottle size in the mid-1930s quickly became the symbol of a new culture of enjoyment. At the beginning of the reconstruction phase after 1945, Karl Henkell specifically promoted the sale of the small bottle – and thus set a trend: at a time when the financial resources of many households were limited, the Piccolo represented an affordable alternative. For a long time, opening a whole bottle of sparkling wine was reserved for the highest and most festive occasions.
With its compact bottle size – perfect for two glasses of sparkling wine – the Piccolo made spontaneous enjoyment possible for all consumers.
The Piccolo was a bestseller during the economic miracle years of the 1950s and established itself as a pioneer for special enjoyment in smaller quantities. In the 1960s, Piccolo alone accounted for around a third of Henkell’s total bottle sales.
To this day, the Henkell Piccolo remains a firm favourite on the market and encourages spontaneous purchases.
90 years of success in small bottles
Even after nine decades, Piccolo remains a successful product in the trade. The combination of first-class quality, iconic design and small packaging size captures the spirit of the times and appeals to both classic sparkling wine buyers and a new, younger target group.
Secondary placements and attractive promotions continue to boost demand and impulse purchases.
“Henkell Piccolo has characterised the sparkling wine market for generations. It stands for enjoyment, elegance and quality in a practical size,” says Henkell Freixenet’s head of communications, Vanessa Lehmann. “The fact that ‘Piccolo’ is now used as a synonym for a 20cl bottle of sparkling wine emphasises its status in the industry.”
Over the years, Henkell Piccolo has constantly evolved, especially visually – from minor to major adjustments to the bottle design, which emphasises the brand’s premium claim.
To mark its 90th anniversary, the Piccolo now has a new, contemporary look that harmoniously combines tradition and modernity. Tried-and-tested elements such as the red band and the Henkell lily have been retained in a modern interpretation. The iconic small bottle thus retains its high recognisability.
Henkell Piccolo in the 20cl bottle is available in the dry, rosé and Blanc de Blancs varieties as well as the non-alcoholic variant Henkell Piccolo alcohol free.
