– GRUPPO AVERNA –

– GRUPPO AVERNA –
GRUPPO AVERNA – WHO WE ARE
An Italian family-owned business group with an international
view that operates in the spirits market.
Averna Family
Francesco Rosario
Marisa
Francesco Claudio
Anna Maria
Fratelli Averna
S.p.A.
• Spirits distribution,
distillates brandname sparkling
wines
Casoni
Fabbricazione
Liquori S.p.A.
• Own spirits/ditillates
and PL production
and distribution
GRUPPO AVERNA – WHERE WE ARE
Finale Emilia
Sorrento
Caltanissetta
GRUPPO AVERNA – WHERE WE ARE
Bormio
Pordenone
Finale Emilia
Sorrento
Cagliari
Caltanissetta
GRUPPO AVERNA– WHERE WE ARE
• We sell products in well over 70
countries in the world
• + 60 exclusive international
distributors for our brands
• Strong presence and market
share in West Europa (Italy,
Germany, Austria, Switzerland),
in Scandinavian Monopolies and
North America (USA and Canada)
GRUPPO AVERNA – KEY MOMENTS
Year
Event_______________________________________
1859
1868
1912
1958
1968
1978
1987
1989
1990
1995
2006
2006-2012
Salvatore Averna receives the secret recipe
He starts the Amaro Averna production and sale
Certificate of the Casa Reale
The family company becomes Fratelli Averna S.p.A.
First TV advertising campaigns
Amaro Averna becomes the Italian market leader
Frattina grappas range launch
Acquisition of Frattina, company of grappas and sparkling wines
Frattina achieves the leadership market
Strong international growth
Acquisition of Casoni Fabbricazione Liquori
Strong extension of the products portfolio
– GRUPPO AVERNA –
Who are we today?
1. In the world, the first familiy-owned business group of
Italian alcoholic specialities
2. In Italy, a comprehensive liqueur, distillates and sparkling
wines company, leader among family-owned business groups,
with a very widespread distribution and leadership positions in
key categories such as bitters, grappas and limoncelli
3. The most efficient and innovative producer of private labels
for big retailers
– GRUPPO AVERNA –
2012 KEY NUMBERS
•
Spirits turnover: 82% brands, 18% private labels
•
Turnover increase vs. 2011: +4% (vs. -% total spirits market), second best
performance after the market leader Campari
•
20 milioni liters sold per year
•
Italy 72%, Export 28%
•
In Italy, 55% of the business is on-trade, 45% off-trade
•
20k direct customer served in Italy
LIMONCELLO : World leader with production of approx. 3.5 mio bottles.
SAMBUCA production of approx 1.5 million bottles
– GRUPPO AVERNA –
«World ambassador of Italian regional liquors specialties,
distilled and sparkling wines
STRENGTHS
Tradition and family values
Craftmanship
Consumer marketing
Wide distribution
Product portfolio
R&D skills
OPPORTUNITIES
International brand attraction
GRUPPO AVERNA – AMARO AVERNA: PRODUCTION
The stages of production which are decisive in
determining quality are done manually
Since 1868, according to a top secret family
recipe, many herbs, roots and fruits make up the
Averna’s basic recipe in which natural
ingredients is the number one rule
All ingredients are checked in the laboratory,
selected, mixed together and ground in a mortar
so that they may fully express their natural
qualities
The ingredients are steeped in pure alcool, to infuse
Successively the liquid is filtered and mixed with
caramelized sugar
Now the product is ready to rest for some months to
make all components come together
Total production process lasts more than six months
GRUPPO AVERNA – AMARO AVERNA: MARKET
The most widely distributed Italian amaro in the world
Amaro is considered to be the icon of the Italian bitters
Consumer acceptance data:
Amaro Averna
Key Competitor
Total brand
Awareness %
95
92
Spontaneous brand
awareness %
73
59
Overall positive
evaluation %
91
86
Very highly satisfied
(top box) %
63
57
Loyalty %
66
62
Most consumed
brand
39
35
GRUPPO AVERNA – POSITIONING
POSITIONING: Averna is the Italian (Sicilian) drink that
is with you when you taste life in full.
USAGE OCCASION: Averna started as a digestive to
become an ideal drink to enjoy the “Full taste of Life”.
It can be enjoyed over ice or as a key ingredient in
some of the most creative and delicious cocktails
thanks to its great mixability.
TARGET: Both men and women, demanding consumers
with an educated palate
VALUES:
- Authentic
- Unique and complex taste
- 100% natural ingredients
- Premium
- Italian life style Ambassador
PRICES:
-Premium price
Awards
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – INTERNATIONAL AWARDS
Cocktails Recipes
GRUPPO AVERNA – MIX-ABILITY
MOST POPULAR COCKTAILS
VERTIGO
TYPE
Long drink
GLASS
High ball
DECORATION
Lime wedge
INGREDIENTS
1,5cl Lemon juice
6cl Amaro Averna
Ginger ale
PREPARATION
Build into a high ball glass the lemon juice, add ice, fill to the top
with Ginger ale. Stir and float Averna. Decorate.
GRUPPO AVERNA – MIX-ABILITY
MOST POPULAR COCKTAILS
AVERNA & TONIC / SUMMER DREAM
TYPE
Long drink
GLASS
High ball
DECORATION
LEMON SLICE
INGREDIENTS
6cl Averna
18cl Tonic water
Chopped orange
PREPARATION
Pour in an highball, squeeze orange full of ice cubes. Decorate.
GRUPPO AVERNA – MIX-ABILITY
MOST POPULAR COCKTAILS
MOJITO SICILIANO
TYPE
Long drink
GLASS
High ball
DECORATION
Mint leaves and lemon slices
INGREDIENTS
10 mint leaves
1,5cl simple syrup
6cl Averna
3cl lemon juice
Ginger ale
PREPARATION
Muddle in an high ball glass the mint leaves and the simple syrup
Add Averna and lemon juice. Complete with Ginger Ale
Stir vigorously and garnish.
GRUPPO AVERNA – MIX-ABILITY
MOST POPULAR COCKTAILS
ROSSO SICILIANO
TYPE
Long drink
GLASS
High ball
DECORATION
Lemon peel spiral
INGREDIENTS
6 cl Averna
12 cl Red orange juice
PREPARATION
Pour in a high ball full of ice cubes. Decorate
POS Materials
GRUPPO AVERNA – POS MATERIALS
GRUPPO AVERNA – PRODUCTS
POSITIONING: The taste and energy of Amaro Averna
combined with the smoothness, sweetness and sensuality
of a cream.
A brand new innovation that surfs on several trendy
waves:
1) young people’s tendency towards lower alcohol
contents;
2) women’s inclination towards drinking sweeter;
3) the worldwide success of creamy liquors.
Just launched in Italy in 9/12. It establishes a new subsegment of the Italian amaro category.
TARGET: All consumers between 18 and 55, skew towards
under 35 and females.
USAGE: All occasions, straight, frozen, iced, on the rocks,
shakered, mixed with coffee, as a topping
NEW
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – PRODUCTS
Grappa Frattina is a single-varietal grappa distillated exclusively from Italian grapes. A
fresh and modern product, with a refined style. A completed selection characterized by
the different vine provenience, which highlights the grapes variety used for the
distillation process and gives to each kind of grappa a specific aroma: smooth,
enveloping, scented. The clear bottle shows all the absolute purity of the distillate.
Positioning
Single-varietal specialist
Target focus
Men up to 35 years old.
Grappa consumers who believe to be
distinguished experts (even if they are
not) that choose quality grappa for a
full tasting, maybe in front of a
fireplace.
Types of consumption
After meal, meditation product,
clear or mixed.
Inside and outside home.
GRUPPO AVERNA – PRODUCTS
Varietal selection
White grappa
Chardonnay
Moscato d’Asti
Prosecco di Conegliano
Grappa Barrique
Grappa Barrique Riserva
Grappa aged for a very long period in
little wood barrels
30
GRUPPO AVERNA – PRODUCTS
Citrus liqueur is the 5° category in the Italian market; thus
a kind of product where Italy has a strong expertise
Sicilian lemons are famous in the Mediterranean area, for
their freshness and acidity.
It has a nose of Zagara flower (typical Sicilian flower
growing in bitter orange tree)
The liqueur is produced only with Sicilian lemon essential
oil with the result of granting its stability and then a
longer shelf life
Made with 100% of natural ingredients
Alc. Content: 27%
Serve frozen chilled or in long drinks
GRUPPO AVERNA – PRODUCTS
The typical Italian Aperitivo
TIME-HONOURED EXPERIENCE….
Few companies in Italy can boast such wealth of
knowledge and tradition in liqueur production as that
which Casoni has built up in its almost 200 years of
history. The company , was founded in 1814 by Giuseppe
Casoni as an artisan distillery, using traditional herbs and
seeds to produce liqueurs.
Casoni “1814” is a distinctively refreshing
bittersweet liqueur made by infusioning a secret
combination of fruits herbs and seeds.
Enjoy Casoni “1814” neat, with ice, simply mixed, or
in a variety of cocktails. Excellent with Prosecco for the
classical Spritz cocktail
Alc. Content: 15%
NEW
GRUPPO AVERNA – INTERNATIONAL AWARDS
GRUPPO AVERNA – SPIRITS DIVISION: PRODUCTS
Sambuca is a typical Mediterranean product
42° crystal clear liquor 100% made from star anise, the
finest anise in the world. Available also in two additional
Mediterranean flavors: licorice and citrus. Less sweet and
therefore more drinkable than all other sambucas.
Third most distributed sambuca in the Italian market (more
than 1700 direct customers).
It’s the only Sambuca made only with 100% star anise,
Made with 100% of natural ingredients
Contains the minimum quantity authorised of sugar; it’s
thus the less sweet Sambuca on the market
Alc. Content: 42%
Perfect if served frozen chilled