2. International Market Developments
• European population is ageing
• Ambrosia drinkers are dying out
– Buyer profile often elderly/retired
• European wine market still growing
• Growing concern about wine consumption and spending
• Distribution penetration of Honey and Herb Wines deserves
more attention
• Current distribution mainly via artisan outlets, the wholefood
store and off-licence channels
Opportunities for
3. Ambrosia in the Netherlands
• Too little visibility in stores
• Distribution penetration of Honey and Herb Wines is limited
– Distribution mainly in artisan stores and the wholefood and off-licence channels
• Of the six flavours, Red and White are the most attractive
• Buyer profile gives cause for concern (rapidly ageing)
• Too little growth potential if policy unchanged: no new drinkers
– Unattractive packaging, too little added value, price/product/performance insufficiently
clear, too little transparency, too modest position on shelf
• Growing demand for new wine concepts (distribution and target group wines)
• Image of current portfolio does not appeal to new wine drinkers
• Women are much more aware of health issues
• Aromatised wine in the Netherlands worthy of more customer affinity
• Ambrosia is reinventing itself as a brand
Opportunities for
4. Challenges for Ambrosia
• Making/positioning the Ambrosia brand and proposition stronger and more appealing
to distributor and end user
• Distribution channels are searching for new wine concepts!
– ‘Grapedistrict’, ‘Wijnbeurs’, ‘Bloem Vinotheken’ (web and experience shopping)
• Gain wider acceptance for aromatised wine in retail
– Specialist wine stores, nut and cheese retailers, FMCG, off-licence chains and other retail formulas
• Consumer demand for new product concepts: wines + retail
– Convenience concepts, capitalising on consumer trends, capitalising on increasing
consumption of herbs (health and wellness), nutritional supplements, vitamins and
expectations of attractive and energetic brands
• Research (Dutch ‘Wijnshopper’ chain) shows that there are enormous opportunities for
Ambrosia both in retail and with consumers, and not only in the Netherlands
• Capitalising on identified trends
– not only with new packaging, but also with a key focus on the (intermediate and
end) customer
• Professional organisation and distinctive presentation
– In the approach to the customer, in the available material, on the web, at trade
fairs, in fact in all commercial aspects targeted at customers
Challenges
5. Ambrosia new style: end users
• Connecting with women’s wishes
– Capitalising on convenience, and demand for brand that understands women
(helps with cooking, changes with the seasons, gives advice on use of herbs
(health and concern for healthier lifestyle), greater emphasis on linden honey and
organic herbs as added value/USP, plus advice to not drink more than two glasses
per day
• Cosmetic packaging and the new Ambrosia image are focused on
women
– Attractive, more active in the store, clarity on how Ambrosia aims to distinguish
itself from the competition
• Women are our ambassadors, so Ambrosia will keep in constant
contact with existing and new users
• Via the web, customer satisfaction research, postings, menus and recipes, by
more actively introducing customers to our products in partnership with chain
owners, and giving them opportunities to express their views
• Ambrosia more easily available and more emphatically visible
through wider distribution
• More publicity surrounding Ambrosia via consumer media and via
restaurants
6. Ambrosia new style: the distribution chain
• ProPol has totally restyled Ambrosia
– Basis: market research, consumer trends, European market developments, Ambrosia’s
development in the Netherlands and the falling number of buyers
• ProPol sees the need to help Ambrosia’s distribution partners present it more
appealingly
– New packaging, more seasonal promotions, special offers, tastings, web support, blogs
by end users, more frequent dialogue with end user on location, better in-store
material, a white paper giving rationale for choice of target group, more clarity on
added value of herbs and honey
• Closer match with retail calendars of retail partners
• More frequent consultations to positively influence in-store results through
joint initiatives
– Quarterly consultations with distribution chain on throughput in the category and
possible support with specific promotions
• Sharper analysis of the value of the category and the contribution to the
relevant business partners
• Fixed price policy and regional coverage for regional wholesalers
7. Ambrosia branding
Ambrosia’s brand promise to its target groups:
WORKING ON INNER BEAUTY
12. The new Ambrosia
• Completely new packaging
• A distinctive category (wellness wines)
• A sharply focused target group vision
– Women aged 35+ are the core target group, with reasons
why this target group is so important (white paper)
• Going deeper into the added value of Ambrosia through the
herbs and honey banner, on the website and on the product
flyer on the neck
• The considerably larger number of women (35+) that
Ambrosia aims to reach calls for a widening and deepening of
distribution
14. Why women aged 35+?
• At this age, women are standing at a crossroads in their lives
– Children are now adolescents, partner often busy, also busy herself (time to
care for herself better)
• The current target group is too limited in numbers to achieve the
necessary growth
– Number of potential buyers is considerably higher
• Ambrosia is a unique brand and proposition that women know too
little about
– Preventive and healing effect of honey and herb, helps with various conditions
and health complaints, gives not only a good night’s sleep but also extra
energy, supports a better energy balance in body and mind, and healthy
circulation
– Appropriate flavour palette; women have a preference for sweet flavours
– The seasonal calendar helps women with: cooking, recipes, menu
composition, applications in the four seasons. Has become an attractive brand
to be seen with or to give as a gift.
• Therefore the new brand promise: enhances inner tranquility and
balance, with inner beauty as the result.
15. Women and loyalty
• Women are loyal to a good and appealing brand
• That is why Ambrosia puts the customer at the core of all we do
– In terms of her wishes and her search. Meets her expectations and, most of all,
responds alertly to her demands and desires.
• Loyalty of female consumers will be supported by adopting the
knowledge and expertise of the Mediterranean Diet concept
– A wealth of knowledge and understanding of healthy and responsible eating and
drinking. In this concept, products such as olive oil, herbs, wine and honey are used
as key ingredients and help women to bring/keep their health in balance.
– 60 years of research is available in this area, and we have several books on the
subject, plus an enormous database of menus and recipes, and above all the
results of the targeted use of these products.
• The evidence is essential for this target group , but also results in a
loyal consumer group that will regularly visit their retailers, and want
to be surprised by attractive promotions and offers.
16. Changing wine consumers
• Wine consumers are more critical and more aware of
price/performance
• Focus on actual added value
• Are able to decide, and are better able to evaluate for themselves,
what they truly deserve
• The Ambrosia target group expects empathy, transparency, reliability
and above all value from their brands
• Often make their purchases in the supermarket and off-licence
channels
• Spend on average more than 8 euros per bottle, and have an average
of 21 bottles in stock
• Preference for sweet white
17. Our grapes
• For the red wines, blends of Nero d’Avola and Sangiovese are used. These vines are cultivated in Sicily. These two
are the most important red wine grapes in Sicily, and these are two of Italy's most important grape varieties. They
belong to the Avola area in the far south of Sicily, and the wines belonging to these grapes are compared to New
World Shirazes, with sweet tannins and plum or peppery flavours.
• The Black Grape of Avola appears to have been selected by growers near Avola (a small town in south east Sicily)
several hundred years ago. Initially, it was confined to the southern tip of the island but more recently has spread
throughout the island.
• These two vines like hot arid climates. The districts around Noto (above all Buonivini, Bufalefi and Maccari) and
Pachino in the south of the province of Siracusa are reputed for the quality of their Nero d'Avola and Sangiovese
grapes.
• Regarding to white wines, the two most relevant wines that are blended are Inzolia e Cataratto. The great majority
of these vineyards in Sicily are located on the island's west side in the Trapani province, where more than 70 percent
of Sicily's wine, most of it white, is produced. Vineyards abound on the outskirts of the port of Marsala and
Alcamo. Selecting better vineyard sites has been fundamental here. Catarratto, the most cultivated grape on the
island, reigns supreme among the high qualities grapes, cultivated following modern techniques. Other interesting
white grapes from this area include grillo, inzolia and grecanico, all of which can produce fresh and elegant wines.
• The blend of these grape varieties results in the perfect example of complex yet refreshing wines, characterized by
fresh fruit flavours.
18. Taste reports
White wine:
• It expresses character of extreme intensity and aromatic
complexity with notes ranging from mature fruits and white
vanilla. The sun of Sicily induces a soft maturation of the grapes,
and corroborates with the smooth taste typical of the sicilian vines
to create this sublime product.
Red wine:
• Fine ruby red, with notes coming from mature fruits. Enveloping
and fine in the mouth, it has velvety and softened marks, and a
balanced and long finish. Sicilian sun, together with the warm
temperature of these beautiful lands, acts as a fundamental
component for the maturation of these grapes.
• Source:
