Fernet- Branca Comprehensive Competitive AnalysisJanuary 7, 2016

Purpose• Outline and present a comprehensive review of Fernet-Branca’s global and

domestic competitors

• Agenda• Overview of Fernet-Branca & Alcohol

• What is Fernet-Branca?• Creatives• History of bitters & their transition• Stats • Trends

• Recent Market Data and Trends• Key Competitors

• Jägermeister• Fireball• RumChata• Jack Daniels• Captain Morgan

• Summary

Fernet-BrancaOverview

What is Fernet?• Bitter herbal from the amaro family• Often consumed as a digestif, in cocktails such as the “Toronto”,

“Fanciulli” or “Hanky Panky,” served with coca cola, or as a shot

• Fernet-Branca: Created in 19th century Milan and was one of the few commercial alcohol brands still available as “medicine” under the Prohibition

• Concept of 27 Herbs from 4 continents

• Alcohol by Volume 39%; low in sugar

Products

Creative: Previous

Proposed Campaigns: 2016 “Be Complicated”, “The Power of 27 Herbs” & “27 Herbs, All Legal”• “Be Complicated”: contradicting elements, modern, sexy,

luxurious, embrace complication, relationships, entertainment and music with a focus on artists

• “The Power of 27 Herbs”: inform consumers about the taste and depth of the liqueur, connecting with the recipe of the product, getting back to the history of Fernet

• “27 Herbs, All Legal”: play on words regarding prohibition era, celebrating ’27’, connect with the recipe of the product

Creative: 2016 “27 Herbs, All Legal” “The Power of 27 Herbs” and “Be Complicated

The Strategy• Focus on hip and trendy neighborhood locations, while staying

true to Fernet-Branca top accounts

• Emphasize locations with heavy foot traffic where target is out and about

• Add high-profile unit in heavy traffic areas for impact

Media Option 1: $800k• Media including:• Lifestyle- AskMen, Thrillist• Data-Driven- Tapad, Maxpoint• Native- Nativo• Video- BrightRoll, Hulu

• 67.7MM impressions

Media Option 2: $1.3MM• For enhanced option, recommend adding multiple touch

points with current marketing

• Media included:• Option 1 media plus-

• Additional lifestyle sites- Defy Media, ESPM, Vice• Online radio- Pandora

• Total: 93MM impressions

Market Overview & Information

History of bitters & Their Transition

• Spirits flavored with bitter plants such as herbs, bark, roots, fruit

• Traditional role of bitters was to be used for digestion after meals

• Younger generations consider this traditional role as “old fashioned”

• Transitioning into shot mentality and cocktail flavoring

Trends within the Alcohol Industry

• “Even fruity cocktails are given a dash (or three) of bitters, and bitter liqueurs like Campari and Suze are more popular than ever. It may take some time to adjust to this new world of bitterness, but you’ll soon start craving the balance it provides to even humble drinks like gin and tonic.”

• “The use of Prohibition-era recipes in cocktail bars is nothing new, especially when you consider that cocktails wouldn’t even exist without the putrid spirits that the ban made necessary.”

• “I like to sip Fernet with a ginger back. It makes me feel fancy. But whenever I order it, I hear someone else do it too.”

– Ryan Crowder, social media strategist, San Francisco

Trends within Alcohol Industry• 2012, Spirits consumption grew by 3.6%, Wine grew by 1.9% and

Beer returned to growth with 0.5% consumption growth (usdrinksconference)

• Total amount of alcohol consumers 2008-2015: 94.57 million

• Sales of spirits 2007-2011 (2011; 7,615.2)

2007 2008 2009 2010 20110.00

2,000.00

4,000.00

6,000.00

8,000.00Volume spirits sold in million gal-

lonsVolume spirits sold in million gallons

Comparing brand purchase set based on variability in brand consumption; spirits

less brand fragmented

Target market: Millennial• They have a focus towards entertainment events, casual dining and

watch TV channels slanted to their demographic

• 77 million millennial, making up ¼ of the US population

• Consider themselves sophisticated

• 5 out of 6 connect with companies on social media

• “Raised on gourmet coffee and the internet, Millennials are knowledgeable about food and drink; they seek a unique experience, customization and authenticity. They like to explore and discover new flavors and products.”

Mobile First Consumers

• Over-index for most internet activity • 47% more likely to spend on average 3+ hours on

social networking sites per day

• More likely to use a smartphone or tablet to access the internet than a desktop computer

• More likely to watch video online, less likely to have a cable/satellite subscription and more likely to be non-TV users

Not Just Beer Drinkers

Demographics Brandy/Cognac/Liqueur

Distilled liquor

Men 50.3% 49.7%Aged 21-34 34.3% 33.5%Single 55.5% 52.5%Attended College

60.8% 64.7%

$50k+ income 63.4% 66.4%

• The target is among those who drink spirits like brandy, cognac, liqueurs and/or distilled liquor

Stats from Fernet market• 70% of all Fernet consumed in the US is consumed in San

Francisco

Overview of Competitors

Jägermeister

Jägermeister- “The Hunting Master”

• German digestif made with 56 herbs and spices

• Target market: 21-31 years old

• Shot brand- Jager bomb

• 35% alcohol by volume

• 2012: shift from “party shot” to premium ($4.5mil)• Launches nationwide outdoor activity, print, Facebook push and first TV ads

• 2015: heritage, ingredients and process ($2.7mil TV campaign)• Launched nationwide out-of-home, painted wallscapes, rich media, print,

mobile and social media.

2012 Campaign: “Jagermeister. It runs deep” & “Deep freeze”

• Educate consumers on the proper way to serve the beverage

• Target slightly older audience (25-35 YOA)

• Celebrate the deep meaningful bond experiences between true friends

• “ The ethos also linked directly back to the product and its depth – the legend, the brands heritage, the alchemy of the secret ingredients, its ice cold serve and its multi layered and complex taste all ran deep.”

2012 Creative

2012 Festivals & Events

• Jager & Rock Music: “The Ice Bar”• Boost sampling through

educating consumers at rock concerts

• Provide “special experiences” rather than sell

• UK appearing at 25 festivals • Shot sales of over 450,000

during 2012 simply at events & festivals

http://www.thedrum.com/news/2014/05/21/j-germeister-looks-engage-core-audience-12m-summer-festival-and-events-tour

Campaigns: 2015 “56 Parts. Best As One”• Apart of the ongoing “Jagermeister. It runs deep.” 2012

campaign

• 3 wooden puzzles made of 56 parts, when put together outline and emphasize heritage, ingredients and process

• Target market: Millennial• Just as the Millennial consumers understand, “to get the most of

life you must put in the work”, Jagermeister emphasizes a product as the result of determination, hard work, discipline and the science. (musicbusinessworldwide.com)

• Craft the Moment: 30 second TV commercial

2015 Creatives

Neutral tones of 56 separate puzzle pieces joining into one.

“Jägermeister has a fascinating and unique history that many are unaware of,” says Marcus Thieme

Wooden works of art corresponding to the brand's three pillars—heritage, ingredients and process

Commercials• https://www.youtube.com/watch?v=YKueyAm4GBU (2015)• https://www.youtube.com/watch?v=JwPcc1TYt2o (2012)

Strengths:• Presence internationally- Germany, UK & Australia• 2014; 64% of sales generated internationally with 36% outside

Europe

• “56 parts. Best as one” campaign is unique, interactive and different

• Large investments into advertising & branding

• Strong branding and consistency

Weaknesses:• Sales surpassed by Fireball• Fireball $131 mil, Jagermeister $81 mil• Jager sales decreased 3.8%• Jager blames “aggressive” pricing

• Fireball is $6 cheaper

• Taste- “medicine”

• Little local marketing experience

• Highly competitive market

• Shift in consumer trends away from Jager…

Fireball

Fireball- “Tastes like heaven, burns like hell”• Spicy cinnamon whisky liqueur

• Developed in Canada in mid-1980’s

• 2007 rebranding and new name/new logo• Early target market Nashville selling liquor as an easy shot• Transitioned into college market• Early strategy: tweeting to bartenders (dominothry.com)

• 2013, became one of the top ten most popular liquors

• Shot brand

• Target market: 21-30 YOA

• 33% alcohol by volume

Products:

Creatives: How it began• Dr. McGillicuddy;s Hot Cinnamon Fireball (early 2000’s)

Creatives: The ‘new’ look• Fireball: “Tastes Like Heaven, Burns Like Hell”

Connect with your dark side and live on the edge: “Live it, love it, shoot it- what happens next is up to you”

Campaigns: 2015 Friday Giveaways• Give your weekend a

scorching start…

• Customer engagement through Instagram posts and Facebook tags showing how to enjoy Fireball on a Friday

• Weekly prize giveaways: I-pods, festival tickets, headphones, speakers, etc.

Campaigns: 2014 Dragons, Dice & Dares• A drinking game application for smartphones

• Engages consumers

• Rating: 4.5 stars

Untraditional Marketing Strategy• Rather than traditional print, Fireball went straight to the bars

and pubs offering free sample shots• No advertising campaign• No commercials

• Focus on social media, tweeting, and the engagement between bartenders to increase awareness

• Assist bartenders with developing recipes incorporating Fireball flavors

• Use of brand ambassadors and large sales force

Strengths:• Easy to drink- good taste “cinnamon fresh breath”

• Price- liter $24, preferable for their target’s budget

• Easy to remember- branding success

• Hits touch points of the Millennials• Media presence surrounding the consumer

• Targets college towns correctly

• Consumer engagement which meets target market trend• Drinking contests- encourage bars to host Fireball drinking contests

Weaknesses:• Marketing strategy risks:• limited media presence• image as solely a college liqueur• no market flexibility- pigeon holed

• Recall in Finland and Sweden due to products inclusion of propylene glycol

RumChata

RumChata• Cream liqueur- 5 time distilled Caribbean rums with Wisconsin

dairy cream, flavored cinnamon, vanilla etc.

• Served on the rocks or in cocktails

• Founded in 2009

• Based on the summer Spanish, Latin American drink Horchata

• 13.75% alcohol by volume

Products:

Campaign: Marketing strategies

• Combining tradition advertising with social media

• YouTube channel demonstrating RumChata drink and food recipes for each season of the year, a “How to channel”

• National print ads: Rolling Stone, Shape and People

• Partner with Jack Daniels Flavors to cross promote: ‘Cinnamon Toast’- year long campaign offering co-branded print and trade ads in lifestyle and beverage publications, dual branded tool kits and YouTube seasonal cocktails (pressroom.jackdaniels.com)

• 30 s commercials on TBS, Bravo and Comedy Central as well as local stations during late night shows

Creative: 2015

https://www.youtube.com/watch?v=CP3sZKzG42k

https://www.youtube.com/watch?v=vXhejaKmcbg

Strengths:• Cross promotion year campaign- maximizing exposure across

both trade and consumers

• Appealing taste

• Creative is fitting to the culture of RumChata

• Appearance in media channels such as YouTube, target for Millennial

Weaknesses:• Lack of consumer interaction

• Lack of identified target market

• Not regarded as sophisticated

Jack Daniels

Jack Daniels• Tennessee Whiskey- Old No. 7 Brand

• Top selling American whiskey in the world

• Served as a shot, on the rocks or in a mix drink

• Target market: upper class urban individuals

• Created in 1866

• 40% alcohol by volume

Products

Jack Daniel’s Success

Adweekly.com

Staying True to Our Values• Values: • Independence, integrity and authenticity

• “What was recognized as independence and integrity 60 years ago still rings true today. These values are true to what we are and what Jack Daniel’s represents.”

• “We discovered that the core values of the brand are universal, regardless of gender, age, nationality or culture.”

http://www.forbes.com/sites/avidan/2012/07/05/when-it-come-to-bourbon-america-knows-jack/#2715e4857a0b4c470be61cc1

Campaigns: 2015 Toast to Frank• Contest to celebrate Frank Sinatra 100th birthday

• Believe he embodies similar characteristics as Jack Daniels

• Those who share their toasts using the #ToastSinatraContest tag on Instagram could win a swingin' weekend in L.A. and Las Vegas

• Musical artists contribute video toasts for the campaign- Brendon Urie, Butch Walker and Scott Bradlee

Commercial:https://www.youtube.com/watch?v=h8n1ClGfS20

http://www.adweek.com/adfreak/jack-daniels-toasts-frank-sinatra-instagram-and-hopes-you-will-too-167895

Campaigns: 2015 Whiskey Making• Old No. 7 “Whiskey Making” focus

to strengthen the brand’s roots • Honor history and commitment to

authenticity

• Stories that demonstrate the values of Jack Daniel’s

• Series of television, print, social, OOH and digital videos in the US, UK, Germany, Australia, Belgium and Canada

Commercial:http://creativity-online.com/work/jack-daniels-whiskey-making/44172 http://www.campaignbrief.com/2015/11/jack-daniels-tennessee-whiskey.html

http://arn.com/latest/jack-daniels-launches-whiskey-making/

Creative: 2015

Campaign: “The Few and Far Between”• Digital campaign “mischief, revelry and whiskey” celebrating quirky bar stories

• Stories may include theories about Jack, personal stories, tales of nights drinking whiskey, etc.

• Concept from the idea that the brand is “rich in storytelling”

• Everyone loves a good bar story… So we set out across the country to really find those in some of the greatest bars in America

http://adage.com/article/digital/bar-talk-jack-daniel-s-gathers-stories-digital-campaign/294780/

Creative:• Commercial: https://www.youtube.com/watch?

v=Wt924kp8a5A&feature=youtu.be

Strengths:• Brand recognition due to age

• Use of millennial platforms- story board, videos, social media

• Innovative and expanding flavors of product mirroring increase in vodka flavorings

• Consistency to brand values

Weaknesses:• Priced higher than competitors

• Lack of promotions

Captain Morgan

Captain Morgan• Brand of Rum• 19 varieties

• Target market: 21-24 YOA

• Shot brand or mix drink • “All you need to know is that it tastes delicious. And that it mixes with everything. Like fruity stuff. And ginger

stuff. And tea stuff. And piña stuff. And soda stuff. And just about anything else you can think of. Captain’s honor. Now go mix some drinks. Why are you reading this? What’s wrong with you?” (capatainmorgan.com)

• Use of icon: Captain Morgan

• Rebrand in 2011 of Morgan Spiced Rum to Captain Morgan

• Price: $19.99 1 liter

• 17.5% alcohol by volume

Products:

Campaign: 2010 One Million Poses• Inspire consumer interaction with Captain Morgan

• Encouraging celebrities, athletes, influencers and fans to participate

• Upload onto CaptainMorganUSA Facebook

• Each upload, brand donates $1 to the philanthropic organization, The First Mate Fund

Campaign: 2012 “Official First Mate”• Apart of “Welcome to the Captain’s World” campaign

• Features supermodel Marisa Miller

• Sex appeal to promote liquor

https://www.behance.net/gallery/4940407/Captain-Morgan-First-Mate

Campaign: 2014 White Rum Has a New Captain• Captain Morgan launched a

new spirit- White Rum

• Multi channel and multi media campaign• Facebook• TV with 5 different 20 second

commercials

• Interspersing surprises throughout campaign

• 2015 appears in UKhttp://www.thespiritsbusiness.com/2015/08/captain-morgan-challenges-bacardi-in-new-ad/

http://www.thespiritsbusiness.com/2015/11/bacardi-and-captain-morgan-battle-continues/

Strengths:• The face and icon: Captain Morgan• Interactive and real• Distinctive and memorable

• Consistent with brand theme

• Price is preferable for target market

Weaknesses:• Low brand recognition partly due to rebranding

• May be perceived as low quality

• Highly competitive market

Summary

Fernet-Branca’s: Proposals• Campaign transition towards educating the consumers of the

product- “27 herbs” while also connecting to the brands roots during the Prohibition

• Campaign transition towards embracing complication; whether it be relationships, identity or complications life

• Expanding media platforms to tailor towards Millennials; “surround”

Competitors: Risks• Jägermeister- Similar campaign/concept, brand loyalty

• Fireball- Taste, interactive campaigns, memorable brand due to name/slogan/image, large ambassador and sales force free shot strategy

• RumChata- cross promotion increases awareness, use of many marketing platforms tailoring to Millennials, spice flavoring

• Jack Daniels- regarded as sophisticated, brand loyalty due to age, media platforms tailored to Millennials, presence in social media, innovative constantly offering new flavors

• Captain Morgan- taste, interactive real icon for brand

Links to Articles• http://www.pastemagazine.com/blogs/lists/2015/01/the-future-of-cocktails-8-booze-trends-to-watch-for-in-2015.

html• http://www.statista.com/topics/1755/jaegermeister/• http://www.nielsen.com/us/en/insights/news/2015/tried-and-true-or-adventurous-most-consumers-stick-to-

their-favorite-alcohol-brands.html• http://winesur.com/news/millennials-when-what-and-how-much-do-they-drink• http://www.nielsen.com/us/en/insights/reports/2014/millennials-breaking-the-myths.html• http://www.sdl.com/404.html?aspxerrorpath=/about/news-media/press/2014/new-sdl-study-shows-millennials-a

re-56-percent-more-likely-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html

• http://www.sdl.com/404.html?aspxerrorpath=/about/news-media/press/2014/new-sdl-study-shows-millennials-are-56-percent-more-likely-to-discover-marketing-content-on-social-networks-than-via-search-engines-or-email.html

• http://www.restaurant.org/Manage-My-Restaurant/Marketing-Sales/Food/Pouring-Profits-Millennials-Adult-Beverages

• http://www.thebolditalic.com/articles/4156-why-does-san-francisco-love-fernet• http://www.brandingmagazine.com/2012/07/11/jagermeister-boosts-up-summer-marketing-activity/• https://www.marketingweek.com/2012/11/15/jagermeister-vies-to-break-from-party-perception/• http://www.theredbrickroad.com/jagermeister-runs-deep-with-first-ever-multi-million-pound-integrated-

marketing-campaign-in-the-uk/

• http://www.musicbusinessworldwide.com/2-7m-ad-campaign-for-jagermeister-soundtracked-by-uk-duo-koven/• http://www.beveragedynamics.com/2015/03/03/jagermeister-unveils-campaign-celebrating-the-brands-heritage /• http://www.adweek.com/adfreak/j-germeister-takes-handcrafted-next-level-three-incredible-wooden-works-art-

163295• http://dominothry.com/blog/bid/321796/The-Small-Business-Advantage-of-Fireball-Whisky-Digital-Marketing• http://www.huffingtonpost.com/2013/07/29/fireball-whisky_n_3672309.html• http://www.businessinsider.com/fireball-whiskey-success-story-2014-4• http://www.barbizmag.com/bar-business-magazine-news/77-spirits/4436-creative-marketing-strategies-reinforce-

rumchata®• http://www.forbes.com/sites/avidan/2012/07/05/when-it-come-to-bourbon-america-knows-jack/• http://www.adweek.com/news/advertising-branding/infographic-recipe-successful-booze-brand-165971• http://adage.com/article/digital/bar-talk-jack-daniel-s-gathers-stories-digital-campaign/294780/