HENKELL Advertising History – From The 1800s To Today
The HENKELL family
 In 1832, Adam Henkell (1801-1866) established himself as a wine merchant in Mainz, thus laying the cornerstone of today’s company, Henkell & Soehnlein. As early as 1856, he also devoted himself to the production of sparkling wine. With creation of the brand-name of Henkell Trocken in the late 19th century, his grandson Otto Henkell made the breakthrough onto national and international markets.
From the very beginning, advertising played a vitale role. Henkell Trocken soon became one of the great prestige brands, a must at any celebration. One took pride in drinking a very distinctive sparkling wine. For this reason, every bottle of Henkell Trocken bears a red cordon on its neck: So the brand name is perceived even when the bottle stands in a cooler.
From wine merchants to Germany’s largest sparkling wine cellars
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At the beginning of the 20th century, owing to sustained success, the original firm outgrew its premises in Mainz. In seeking a solution on the grand scale, the later famous architect Paul Bonatz, who was still unknown at that time, was commissioned with planning the new Henkell Cellars. From 1907 till 1909 he created an edifice in Classicist style which remains unique to the present day and ideally serves both, prestige and sparkling wine production purposes.
The Second World War left deep scars. The company building was partially destroyed, the sparkling wine market in a state of collapse. No easy task for Otto Henkell II, who took over management in this period. Yet he solved the problem successfully and with great foresight, by developing the company to a major player and by making the Henkell Trocken brand a generic term for sparkling wine in Germany.
Today Henkell & Co is Germany’s largest and most modern sparkling wine cellar, as well as one of the world’s most renowned producers of sparkling wine. Of the Henkell Trocken brand alone, the largest exported sparkling brand, more than 20 million 0.75l bottles are sold world-wide per year. According to a 1997 study by research organisation Emnid, Henkell is Germany’s best-known and most popular sparkling wine. |
A Brand with an Historic Heritage
Today it’s called “marketing”, back then it was just plain “selling”. Otto Henkell, grandson of founder Adam Henkell, discovered and became the first family member to tap the potential of advertising for Henkell Trocken. In 1894 he allocated the first “sales budget” as an investment in advertising activities, with signal success. Ten years later, impressive sums were already being spent on advertising. Imaginative visual motifs of high artistic merit assured growing awareness, and made Henkell Trocken a genuine brand product. For more than 100 years now, Henkell Trocken has been an advertising star, constantly in tune with time. With its posters, print ads and TV spots, Henkell Trocken has often been a trend-setter and won numerous creative awards. Enter our Gallery for a journey through time, tracing the spirit of each epoch in Henkell Trocken advertising.
The Gentleman in Black Extends a Cordial invitation
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Only a rare few brand symbols have survived as long as Henkell Trocken’s “Gentleman in Black”. The figure was created in the early 1930s by Henry Maier, whose drawing style also left its mark on the post war advertising of Henkell Trocken. Brand management and brand fostering have always been written large at Henkell. As shown not only by the longevity of the Gentleman in Black. The term “piccolo” became a registered trademark in the early 1930s, and even today can legally be used only for the 0.2 litre bottle of Henkell Trocken. Nevertheless, it has become part of the language – a synonym for a small bottle of sparkling wine. |
Festive tradition, in modern livery
For more than 100 years, Henkell Trocken has been an advertising star, constantly in tune with time. With its posters, print ads and TV spots, Henkell Trocken has often been a trend-setter and won numerous creative awards. Enter our Gallery for a journey through time, tracing the spirit of each epoch in Henkell Trocken advertising.
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1906
Henkell Trocken brings out the big guns
A motif that trains its sights on politics: With the sparkling wine-bottle-cannon on a ship's deck, Henkell Trocken took aim at the sparkling wine tax levied by Emperor Wilhelm I to finance the building of his fleet. |
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1907
A motif for the young
The "Connoisseur" - an advertising figure who might also be considered a predecessor of the Gentleman in Black - was created by Knut Hansen, winner of several awards for poster design. |
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1928
A cosmopolitan open house
With this print ad from the year 1928, Henkell invited the public to visit the Henkell House of Sparkling Wine. The illustration is the last in a series of drawings created for Henkell Trocken by Thomas Theodor Heine. |
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1935
The Piccolo makes it big
The zealous little apprentice waiter was the dominant Henkell Trocken advertising figure during the '30s and '40s. Created by Fred Overbeck, he became the namesake for the successful 0.2 litre bottle - Henkell Trocken in mini-format. |
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1936
New brand symbol - the Gentleman in Black
Henry Maier was the creator of the "Gentleman in Black", who emerged in the 1930s to become the Henkell Trocken brand symbol. Ever since, he has accompanied the great German sparkling wine brand - albeit repeatedly modified in appearance. |
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1951
Merry Christmas with Henkell Trocken
This Yuletide motif and the Gentleman in Black rang in post-war advertising for Henkell Trocken. In the early '50s, a high sparkling wine tax was still imposed - the so-called War Levy, which made sparkling wine a luxury for many people. |
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1965
Henkell: Made in Germany
The world becomes increasingly international. "Made in Germany" catches on as a world-wide byword for superior quality. An exotic motif shows that Henkell Trocken had advanced to become a global ambassador for German sparkling wine. |
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1973/74
With Henkell to the Happening
Photography conquers the advertising world. Henkell Trocken advertising focuses on widely-travelled, sophisticated people. An elegant-sporty lifestyle world, with a still perceptible touch of Flower Power. Amazing how the Gentleman in Black has changed. |
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1984
The Red Phase
Expressive colouring and bold red tones were hallmarks of the print ad series of the '80s. The campaigns in the "Red Series" won numerous creative awards. New slogan: "Celebrations change, Henkell Trocken remains." |
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1987
They made it a memorable day with Henkell Trocken
In the final advertising campaign of the Red Series, such symbols of festive occasions like oversized bouquets, sparkling wine bottles, invitation cards and rings dominated. Matching in size: the jumbo Henkell Trocken Magnum. |
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1992
Henkell Trocken speaks for itself
Exquisite still lifes starring Henkell Trocken are the theme of the advertising series from the early till mid-'90s. A commitment to quality. And the Henkell Trocken brand symbol again appears in the ads: The Gentleman in Black, connoisseur and pleasure-lover, sends a clear message. |
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1997
The pearl among sparkling wine brands
"Dry by name, sparkling by nature...." With this toast by the Gentleman in Black, a new print ad and poster campaign was launched in 1997 which portrays the moments when we treat ourselves to something truly special: Henkell Trocken. |
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2000
The Millennium Celebration
The entire world in a festive mood: The Millennium turned into a huge, world-wide party. With numerous special campaigns and as sponsor of Germany's biggest New Year's Eve party in Berlin, Henkell Trocken helped make the Millennium Celebration an unforgettable event. |
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