ANNA BLANC DE BLANCS IN EUROPE
ANNA S HISTORY The cava ANNA DE CODORNIU was born in 1983 as an exclusife On-Trade product. After growing as BRAND and becoming the absolut leader in this channel, the product was also launched in the Off- Trade. Anna combines the rich traditions of quality winemaking and artisan production Anna was the first cava to incorporate Chardonnay in its coupage which gives it delicate aromas and an unmistakable freshness that come together with a unique character The name is a tribute to the heiress of the Codorniu dynasty, Anna, who married in 1659 Miguel Raventós, the current family name
ANNA IN SPAIN OFF TRADE ANNA (all types) NR. 1 BRAND IN VALUE IN THE OFF-TRADE Market Share VALUE: 15% 20,2 Mio Market Share VOLUME: 7,3% 2,458 Mio Bottles Average price: 8,20 FREIXENET CARTA NEVADA (all types) Market Share VALUE: 9,6% 12,2 Mio Market Share VOLUME: 8% 2,533 Mio Bottles Average price: 4,81 AVERAGE CAVA PRICE SPAIN: 3,9 FREIXENET CORDON NEGRO (all types) Market Share VALUE: 4,4% 5,9 Mio Market Share VOLUME: 2,8% 958.000 Bottles Average price: 6,16 (-3,2%) IRI TAM P2 14 (sobre Total VE sin Champagne)
PRODUCT CONCEPT Following the strategy of CREATING BRAND VALUE knowing that the right channel to create VALUE for a brand is THE ON TRADE & SPECIALTY SOTRES identifying the need to have an ICONIC PACK, with HIGH VISUL IMPACT & HIGH RECALL we have created an exclusive new ANNA type Maintaining the main brand values: FEMENINE, SOPHISTICATED and ELEGANT reinforcing ANNA personality with a DIFFERENT, MODERN & EYE CATCHING PACK a cava with the essence of ANNA but an aging of 12 to 15 months which makes this product ideal to pair with any GASTRONOMY
THE PRODUCT RANGE ANNA BLANC DE BLANCS A unique edition for select cuisine Available in 0,75L & 1,5L ANNA ROSÉ The glamourous Rosé that combines modernity with history Available in 0,75L
NEW LINE EXTENSIONS ANNA BLANC DE BLANCS Half bottle: the ideal drink for all trendy restaurants & sophisticated terraces ANNA BLANC DE BLANCS Mini Format : the ideal drink for all elegant & glamorous parties. 0,375L bottle 0,2L bottle
CHANELS & DISTRIBUTION Following the distribution model of Domestic Market : Anna Brut for the Off -Trade Anna Blanc de Blancsfor the On-trade Exclusive product for the ON-TRADE Business and Specialty Shops Travel Retail Nordic region: Monopoly Stores (considered Specialty Shops) andon-trade But not as substitution of the ANNA BRUT it is a line extension and they have different RSP
PRICE POSITIONING Anna Blanc de Blancsmust be priced above ANNA BRUT in all markets (between 10% to 20%) In those markets where ANNA BRUT has a wrong price position, a plan to achieve right price will be prepared, before introducing ANNA Blanc de Blancswith a wrong price. We have analyzed the situation in each market to determinate range, prices and nest steps Price Situation in Domestic: Off-Trade Anna Brut / BN / Rose: RSP: 8,40 Promotion: 7,99 Anna Blanc de Noirs: RSP: 9,40 Promotion: 8,99 On-Trade Anna Blanc de Blancs RSP: 10 Restaurants Wine lists: Anna Blanc de Blancs 19
MAIN BRAND SUPPORT & ACTIVITIES The main support for the brand should be : visibility at restaurants (ice-buckets, Magnums & Jeroboams) window displays visibility at trendy restaurants ANNA Terraces MAIN AIM: that the product is seen in trendy places KITS: we will develop two Kits : one for Restaurants and one for window displays to help introduction
ON TRADE MATERIALS White glass flute glass 1,80 /un. * White plastic flute glass 1,34 /un. * 3 Bot. Ice Bucket 17 /un.* white sipper for 0,2L bottle 0,30 /un. * Table Tend 0,10 /un. * Bottle Stopper 1,05 /un* 1 or2 bot. Ice Bucket 8 /un. *
ON TRADE MATERIALS EXAMPLES OF VISIBILITY ACTIONS
WINDOW DISPLAYS EXAMPLES
THE SHOPPING NIGHT BARCELONA
OTHER SUPPORT MATERIALS Roll-up 120 /un. 1 bottlegiftbag 1,38 /un. * Jeroboam 25 /un. *
PRINT ADS
GIFT PACKS 1 bot. + 2 whiteglasses 1 bot. Blancde Blans& 1 bot. Rosé
Technical Records
Sales Arguments
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