Transcript AMARO MONTENEGRO - Total Beverage Solution

MONTENEGRO GROUP
The group at a glance

Independent Italian holding 100% owned by an
Italian family

Based in Bologna, in the area of the Italian “Food
Valley”
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250 mio. € turnover – 50% food / 50% spirits
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Leading brands
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More than 300 employees
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4 production plants
Strategy
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High quality/image & premium price positioning
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Consumer & marketing oriented attitude
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Strong commitment on the international expansion
(based on buiding brands)
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Growth through mergers of leading and premium
brands
“Amaro” category
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Amaro (meaning "bitter" in Italian) is a variety of Italian herbal
liqueur
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Commonly drunk as an after-dinner digestive
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It is usually bitter and sweet, (alcohol content must be over
15%)
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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
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First produced in 1885 in Bologna by a famous Italian spirits
manufacturer Stanislao Cobianchi.
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The name of this liqueur intended to pay homage to the second
queen of Italy, Princess Hellen of Montenegro
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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
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Gabriele D’Annunzio (the celebrated Italian poet) defined it the
“liqueur of the virtues”
A unique and secret recipe
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The original recipe it’s the same now as it was originally in 1885
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It is unique and absolutely secret
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Uses a blend of over 40 different herbs
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The distinct soaking and distillation process make a liquor with a
unique taste
The features that make it an icon
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Alcohol: 23%
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Colour: light brown
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Bottle: an exclusive distinctive bottle which made Amaro
Montenegro unique and immediately recognizable
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Lable: traditional italian vintage
The features that make it an icon
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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”)
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Target consumer: focus target, male 25-45 y.o.
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Range: 750 ml, 1000ml, 30 ml (miniatures)
A versatile product, suitable for
everybody’s choice
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Neat
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On ice
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Base for cocktail (Cocktail menu)
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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
Bitter
(“Amaro”)
Market Share €
Weighted Distrib.
28,8%
OFF Trade 98%
ON Trade 96%
Nielsen data 2011
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Market leader (brand n° 1 in Italy)
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premium price positioning
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Is listed in the 98% of Italian retailer shops
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Is the spirit more demanded in the Italian bars and restaurants
A WORLD OF EMOTION,
FRIENDSHIP AND COMMITMENT
“It has a definite taste, genuine, the flavour
of aromatic herbs”
Consumer’s verbatim
“It tastes of adventure and true values”
Consumer’s verbatim
A one-of-a-kind bottle that makes
it an icon

An unmistakable bottle that brings
tradition and uniqueness with its
recognizable shape

A vintage label that shows the links
with italian tradition. The medals on
it are the acknowledge of the
numberless awards obtained
A leader brand even between the
strongest competitors
70
63,1
57,5
60
Brand awarness
at the top of the
mkt
50
40
Top of Mind
Total
30
20
19,5
17,4
10
0
Montenegro
Jaegermeister
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
COMPETITORS
MARKET SHARE %
AMARO
MONTENEGRO
ALTRI
AVERNA
JAGERMEISTE
R
AMARO
AMAZZOTTI
FERNET
BRANCA
AMARO MONTENEGRO
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WAY TO DRINK:
 digestif
 aperitif
 Base for cocktail
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TARGET GROUP:
 Young people (amaro is becoming a trendy product)
 Italian Comunity
 Women (Amaro Montenegro in Italy is the most
drunk spirit by women)
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SALE CHANNELS:
 Off Trade
 On trade Club