1. MONTENEGRO GROUP

2. 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

3. 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

5. “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.

6. 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”

7. 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

8. 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

9. 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 y.o.
Range: 750 ml, 1000ml, 30 ml (miniatures)

10. 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.

11. 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

12. 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

13. 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

14. A leader brand even between the strongest competitors
Brand awarness at the top of the mkt

15. 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

16. COMPETITORS

17. 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