Post on 17-Dec-2015
The group at a glance Independent Italian holding 100% owned by an Italian Independent Italian holding 100% owned by an Italian
familyfamily
Based in Bologna, in the area of the Italian “Food Based in Bologna, in the area of the Italian “Food Valley”Valley”
250 mio. € turnover – 50% food / 50% spirits250 mio. € turnover – 50% food / 50% spirits
Leading brandsLeading brands
More than 300 employeesMore than 300 employees
4 production plants4 production plants
Strategy
High quality/image & premium price positioning
Consumer & marketing oriented attitude
Strong commitment on the international expansion (based on buiding brands)
Growth through mergers of leading and premium brands
“Amaro” category
Amaro (meaning "bitter" in Italian) is a variety of Italian herbal liqueur
Commonly drunk as an after-dinner digestive
It is usually bitter and sweet, (alcohol content must be over 15%)
Typically produced by macerating herbs and roots, in alcohol (neutral spirits or wine), and allowing the mixture to age in casks or in bottle.
Amaro Montenegro: 120 years of italian history
First produced in 1885 in Bologna by a famous Italian spirits manufacturer Stanislao Cobianchi.
The name of this liqueur intended to pay homage to the second queen of Italy, Princess Hellen of Montenegro
In over 120 years of history Amaro Montenegro has become: the most renowned Amaro in Italy the top-selling brand of Amaro in Italy, the most famous symbol of Italian liqueur tradition and culture
Gabriele D’Annunzio (the celebrated Italian poet) defined it the “liqueur of the virtues”
A unique and secret recipe
The original recipe it’s the same now as it was originally in 1885 It is unique and absolutely secret
Uses a blend of over 40 different herbs
The distinct soaking and distillation process make a liquor with a unique taste
The features that make it an icon
Alcohol: 23%
Colour: light brown
Bottle: an exclusive distinctive bottle which made Amaro Montenegro unique and immediately recognizable
Lable: traditional italian vintage
The features that make it an icon
Aroma: palate entry is sweet at first then it quickly turns mildly bitter and botanical; by midpalate, there's a slight sweetness of tangerine/mandarin peel. Aftertaste is moderately bittersweet and citrusy.(Rated: "90-95 Highly Recommended" for magazine “Wine Enthusiast”)
Target consumer: focus target, male 25-45 y.o.
Range: 750 ml, 1000ml, 30 ml (miniatures)
A versatile product, suitable for everybody’s choice
Neat On ice
Base for cocktail (Cocktail menu)
Its delicate density make it a highly versatile and modern product
to be served on all occasions.
Leader in Italy with a strong premium price
Market Brand Market Share € Weighted Distrib.
BitterBitter
(“Amaro”)(“Amaro”)28,8%28,8%
OFF Trade 98%OFF Trade 98%
ON Trade 96%ON Trade 96%
Market leader (brand n° 1 in Italy)Market leader (brand n° 1 in Italy)
premium price positioningpremium price positioning
Is listed in the 98% of Italian retailer shopsIs listed in the 98% of Italian retailer shops
Is the spirit more demanded in the Italian bars and restaurants Is the spirit more demanded in the Italian bars and restaurants
Nielsen data 2011
A WORLD OF EMOTION, FRIENDSHIP AND COMMITMENT
““It has a definite taste, genuine, the flavour It has a definite taste, genuine, the flavour of aromatic herbs”of aromatic herbs”
Consumer’s verbatimConsumer’s verbatim
““It tastes of adventure and true values”It tastes of adventure and true values”Consumer’s verbatimConsumer’s verbatim
A one-of-a-kind bottle that makes it an icon
An unmistakable bottle that brings An unmistakable bottle that brings tradition and uniqueness with its tradition and uniqueness with its recognizable shaperecognizable shape
A vintage label that shows the links A vintage label that shows the links with italian tradition. The medals on it with italian tradition. The medals on it are the acknowledge of the are the acknowledge of the numberless awards obtainednumberless awards obtained
A leader brand even between the strongest competitors
19,5
63,1
17,4
57,5
0
10
20
30
40
50
60
70
Montenegro Jaegermeister
Top of MindTotal
Brand awarness Brand awarness at the top of the at the top of the mktmkt
COMPETITORS
BRAND % alc. Country Market share in Italy
Amaro Montenegro
23 Italy 28,8%
Lucano 29 Italy 12,2%
Amaro Ramazzotti
30 Italy 7,4%
Amaro Averna
32 Italy 20,3%
Jagermeister 35 Germany 15,1%
Nielsen data 2011
AMARO MONTENEGRO WAY TO DRINK: WAY TO DRINK:
digestifdigestif aperitifaperitif Base for cocktailBase for cocktail
TARGET GROUP: TARGET GROUP: Young people (amaro is becoming a trendy product)Young people (amaro is becoming a trendy product) Italian ComunityItalian Comunity Women (Amaro Montenegro in Italy is the most drunk Women (Amaro Montenegro in Italy is the most drunk
spirit by women) spirit by women)
SALE CHANNELS: SALE CHANNELS: Off Trade Off Trade On trade ClubOn trade Club