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” 250 mio. € turnover – 50% food / 50% spirits Leading brands More than 300 employees 4 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. Bitter (“Amaro”) 28,8% OFF Trade 98% ON Trade 96% Nielsen data 2011 Market leader (brand n° 1 in Italy) premium price positioning Is listed in the 98% of Italian retailer shops 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 Brand awarness at the top of the mkt
COMPETITORS BRAND % alc. Country Market share in Italy Amaro Montenegro 23 Italy 28,8% Lucano 29 12,2% Amaro Ramazzotti 30 7,4% Amaro Averna 32 20,3% Jagermeister 35 Germany 15,1% Nielsen data 2011
COMPETITORS
AMARO MONTENEGRO WAY TO DRINK: digestif aperitif Base for cocktail TARGET GROUP: Young people (amaro is becoming a trendy product) Italian Comunity Women (Amaro Montenegro in Italy is the most drunk spirit by women) SALE CHANNELS: Off Trade On trade Club