Davide Campari-Milano N.V. · MIL:CPR
Davide Campari-Milano — Deutsche Bank Global Consumer Conference 2018
41 slides from Davide Campari-Milano's conference presentation, Jun 12, 2018
Slide 1: Building Premium Brands, Creating Premium Experiences
Building Premium Brands, Creating Premium Experiences Deutsche Bank Global Consumer Conference Paris, 12th June 2018
Slide 2: Strategic Pillars: Building Iconic Brands
S T R AT E G I C P I L L A R S BUILDING ICONIC BRANDS TOASTING LIFE TOGETHER Sustain steady growth of global and regional brands to improve Group margins 50% ORGANIC 50% EXTERNAL Increase local priority brands position in their markets GROWTH GROWTH 2 Develop Group presence in high potential markets
Slide 3: Strategy: Well Balanced Portfolio
REST OF PORTFOLIO S T R AT E G Y WELL BALANCED LOCAL PRIORITIES PORTFOLIO REGIONAL TOASTING LIFE TOGETHER PRIORITIES The Group continues to drive outperformance of key high-margin brand and market combinations, with FY17 organic sales growth at +6.3% and net sales registering €1,753.4 million (1) 3
Slide 4: Delivering on Strategy: Margin Improvement
Gross margin improvement FY 2014 – FY 2017 (1) 110 bps 59.2% 60 bps 110 bps 57.0% 90 bps 55.4% 53.3% S T R AT E G Y DELIVERING O N S T R AT E G Y TOASTING LIFE TOGETHER EBIT adjusted margin improvement FY 2014 - FY 2017 (1) Continuous sales mix improvement driving positive margin momentum and 10 bps
Slide 5: Industry Trends: Leveraging Premium
INDUSTRY TRENDS LEVERAGING PREMIUM TOASTING LIFE TOGETHER 100% 46% 32% 16% 5% 1% >0.5% >0.1% Past and expected future growth of Premium+ spirits segments (IWSR)(1) Premiumness establishes difference – at an affordable price as well as being aspirational. Consumers relish experimentation and seek bra
Slide 6: A Masterpiece Reimagined
TOASTING LIFE TOGETHER 6 A MASTERPIECE REIMAGINED
Slide 7: Appreciation
TOASTING LIFE TOGETHER A P P R E C I AT I O N 7
Slide 8: The Grand Marriage
A P P R E C I AT I O N T H E G RA N D MA R R IAG E TOASTING LIFE TOGETHER It all started with a meticulous study of an intriguing product: the unique alchemy of cognac, from the region’s five finest crus, and bitter orange essence, crafted from 8 sun-dried peels of the ‘citrus bigaradia’orange.
Slide 9: In Praise of the Heritage
A P P R E C I AT I O N I N P RAI S E O F T H E H E R I TA G E TOASTING LIFE TOGETHER Every detail of Grand Marnier’s illustrious story was carefully examined. From its 1827 origins and connection to The Ritz hotel in Paris, to its iconic 9 present, knowledge of a rich, decadent history inspired the
Slide 10: The Noble Provenance
A P P R E C I AT I O N T H E N O B L E P R O V E NAN C E TOASTING LIFE TOGETHER The refined character of Grand Marnier owes much to its 13th century home and place of creation, the Château 10 de Bourg-Charente, nestled atop a hill at the border of the Petite and Grande Champagne regions of Cognac, F
Slide 11: Our Timeless Design
A P P R E C I AT I O N OUR TIMELESS DESIGN TOASTING LIFE TOGETHER Throughout the centuries, Grand Marnier’s pack has artfully played with design, constantly challenging conventions. 11 Yet certain qualities are ever present: distinctive, decorative and highly desirable. A lasting legacy of style, de
Slide 12: Immersion
TOASTING LIFE TOGETHER IMMERSION 12
Slide 13: Luxury Audience
IMMERSION LUXURY AUDIENCE TOASTING LIFE TOGETHER Attracting luxury audiences requires bespoke thinking. Our exploratory research, like our brand, was unconventional. Carefully crafted in approach, to elicit inspirational insights, we 13 engaged people in ways befitting their connoisseurship.
Slide 14: The Mixologist
IMMERSION THE MIXOLOGIST TOASTING LIFE TOGETHER Behind every prestigious spirit brand are mixologists infused with passion and desire to share their beliefs. Across leading global bars, 14 we interacted with thought-leaders of the spirit world. Their ideas were our inspiration. They helped us raise
Slide 15: TOASTING LIFE TOGETHER
TOASTING LIFE TOGETHER C R E AT I O N 15
Slide 16: The Grand Positioning
C R E AT I O N T H E G RAN D P O S I T I O N I N G TOASTING LIFE TOGETHER 16
Slide 17: The Iconic Identity
C R E AT I O N THE ICONIC IDENTITY TOASTING LIFE TOGETHER Luxury brands exude creativity. But are always unique, thoughtful and instantly recognizable. Consistency is essential. 17 Our ‘brand visual identity’ celebrates our iconic imagery – the red ribbon, historic crest and gothic script - to delig
Slide 18: The Cordon Rouge
IMMERSION THE CORDON ROUGE TOASTING LIFE TOGETHER With meticulous care, Grand Marnier’s masterpiece, Cordon Rouge, was subtly enhanced to sharpen focus on its most distinctive assets. Iconic elements, such as the striking 18 red ribbon, were respectfully left untouched.
Slide 19: The Cuvées: Exceptional Expressions
C R E AT I O N T H E C UVÉ E S EXCEPTIONAL EXPRESSIONS TOASTING LIFE TOGETHER In the higher echelons of our collection, the Cuvées represent the finest expressions of our luxury spirit mastery. Vintage cognacs, from the best crus of 19 Grand Champagne and Petite Champagne, are brought to the forefro
Slide 20: The Grand Drinks
C R E AT I O N T H E G RAN D D R I N K S TOASTING LIFE TOGETHER Co-created with notable mixologist, from all corners of the world, we tailored a range of delectable drinks – inspired by classic cocktails – to showcase our transformational 20 liquid. Sophistication for myriad occasions… in a glass.
Slide 21: The Campaign
C R E AT I O N T H E C A M PA I G N TOASTING LIFE TOGETHER 21
Slide 22: The Unconventional
C R E AT I O N THE UNCONVENTIONAL The brand is now presented new, extraordinary ways, showcasing its hero role in exceptional cocktails and always challenging perceptions of convention. TOASTING LIFE TOGETHER 22
Slide 23: The Discovery of Excellence
TOASTING LIFE TOGETHER 23 THE DISCOVERY OF EXCELLENCE
Slide 24: Pride & Passion
A P P R E C I AT I O N PRIDE & PA S S I O N TOASTING LIFE TOGETHER For over 265 years, Appleton Estate has harnessed the passion and pride of Jamaica. By combining this commitment to 24 excellence, with the unique, luxuriant qualities of the land and the highest quality production processes, we prod
Slide 25: Masterfully Aged
C R E AT I O N M A S T E R F U L LY AGED TOASTING LIFE TOGETHER Intense tropical ageing - in the heart of Jamaica - bestows our rums with an unrivalled, multi-layered complexity, celebrated by 25 connoisseurs around the world. Our long-aged editions, which maximize the value of unique parcels of sto
Slide 26: 4000 Bottles, Rare Limited Edition
TOASTING LIFE TOGETHER 1 4000 BOTTLES RARE LIMITED EDITION 26
Slide 27: A Joy to Behold
C R E AT I O N A JOY TO BEHOLD TOASTING LIFE TOGETHER Joy Spence is Appleton Estate’s much treasured and globally respected Master Blender, the first female to hold this title. 27 In celebration of her 20th anniversary in this role, she blended her favourite rum marques - all of which were over 25-y
Slide 28: The Ultimate Showcase
C R E AT I O N T H E U LT I M AT E S H O W C A S E The crowning celebration of the brand’s ‘joyful excellence’ is The Joy Spence Appleton Estate Rum Experience, a remarkable, interactive visitor attraction, housed in the grounds of our historic Jamaican Estate. TOASTING LIFE TOGETHER 28
Slide 29: Bourbon That Flies High
TOASTING LIFE TOGETHER 29 B O U R B O N T H AT F L I E S H I G H
Slide 30: Our Conviction
IMMERSION OUR CONVICTION In Wild Turkey, we discovered pillars TOASTING LIFE TOGETHER of a luxury brand in the making, as yet uncelebrated. Three generations of bourbon makers, lead by industry legend Master Distiller Jimmy Russell. A purist approach to distillation 30 and barrel ageing, steadfastly
Slide 31: Longbranch
C R E AT I O N LONGBRANCH In May 2018, Matthew McConaughey and Master Distiller Eddie Russell launched their TOASTING LIFE TOGETHER rare, small-batch bourbon. Refined with Texas Mesquite and oak charcoals, this unique method deepens the flavour and complexity of the whiskey…the result is an exceptio
Slide 32: A Hint of Texas
A P P R E C I AT I O N A HINT OF TEXAS Mesquite, a native tree to Texas, is one of TOASTING LIFE TOGETHER Matthew’s favorite Texan flavors, so they included it in the bourbon…the Mesquite imparts a subtle sweetness to the bourbon, with a unique char/smokiness on the palate, 32 that does not overpowe
Slide 33: Premium Expression
A P P R E C I AT I O N PREMIUM EXPRESSION TOASTING LIFE TOGETHER Priced at a 150 index vs. Wild Turkey 101, competing with other super-premium American Whiskey, Longbranch sits 33 comfortably within the aspirational yet affordable price point, while expressing unique individuality thanks to its Texa
Slide 34: The Ultimate Marriage
C R E AT I O N T H E U LT I M AT E M A R R I A G E The perfect marriage of two great American states: Texas and Kentucky. The Texas Mesquite and oak charcoals, uniquely blended into Kentucky bourbon creating a deep and complex flavour TOASTING LIFE TOGETHER 34
Slide 35: A Legend's New Chapter
TOASTING LIFE TOGETHER TOASTING LIFE TOGETHER 35 29 A LEGEND’S NEW CHAPTER TA I N G H I G H E R G R O U N D
Slide 36: Our Legacy
A P P R E C I AT I O N OUR LEGACY To create a new chapter of Campari’s story, TOASTING LIFE TOGETHER one for an affluent, youthful audience, we first looked to the past, to the spirit of our experimental founder. Davide Campari, maître liqueurist and charismatic entreprenuer, stretched the 36 bounda
Slide 37: A High Bar
IMMERSION A HIGH BAR Davide’s intimate spirit knowledge came from TOASTING LIFE TOGETHER time spent behind the bar, honing his craft and perfecting his art. In honour of his original passion, we partnered with his modern day equivalent – innovative, luxury bartenders from around the world – to 37 cr
Slide 38: Liquid Luxury
C R E AT I O N LIQUID LUXURY Finishing Campari in Bourbon barrels introduces TOASTING LIFE TOGETHER a vanilla sweetness and oak smokiness to the signature bitter taste. A refined balanced taste, befitting its luxury postioning. Cask Tales served shaken neat, or just with ice, offers the purest enjoy
Slide 39: Natural Strength
C R E AT I O N N AT U R A L STRENGTH TOASTING LIFE TOGETHER Fashioned in solid, thicker glass, the Campari Cask Tales bottle reflects its stronger, premium spirit profile. This strength is balanced by an elegant, 39 natural paper label, with refined detail. Finished, in true style, by the signature
Slide 40: Only the Best
C R E AT I O N O N LY THE BEST TOASTING LIFE TOGETHER Beyond luxurious new expressions, Campari is engaging with the world’s best creative talent to produce powerful short films that spread the brand idea ‘every cocktail tells a story’. 40 Actors Zoe Saldana and Clive Owen, guided by award winning d
Slide 41: ILvF ls
ILvF ls TOG T] Je IRe TOASTING LIFE TOGETHER
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