pb company presenation

Platinum Brands is a leading company in the distribution of high-quality wines and spirits on the international market. Exclusive representative of Katarzyna Estate, Belizza Winery, Concerto, some of the best-selling Polish vodkas - Extra Zytnia and Tatra, as the premium vodka Norvegia and the scotch whisky Fort William. Platinum Brands has excellent commercial structure and its products are well positioned on the markets of many countries, thanks to active trade and advertising policy. The company operates either with its own sales team and distributors, or outdoor partner from another distributors company.

company

premium wine brands

global spirit brands

local spirit brands

Tsvetelina Nikolova Is CEO of Platinum Group Bulgaria and Romania. She graduated with Bachelor Degree in political science and mass communication from New Bulgarian University, Sofia, Bulgaria and with Master Degree of International Economic Relations from University of national and world economy, Sofia, Bulgaria 2003 - 2006 Sales representative 2006 – 2011 Commercial and Marketing director 2011 - CEO

structure Platinum Group Bulgaria

Platinum Brands

Katarzyna Estate

Katarzyna Vineyards

Belizza Winery

Belizza Vineyards

Concerto Winery

Apolonia Vineyards

Polinvest Polonia

administrative structure CEO

Platinum Brands

• Administration

Director • Administration

assistant • Acountant

Department • Sales Director • Export Department • Key account • Sales Representatives • Storage • Brand Manager • Marketing • PR

Katarzyna Estate & Belizza Winery

• Administrative

department

• Wine technologists

• Accountant Department

• 120 employees on labor contract

• 300 employees on civil contracts

Concerto Winery

• Administrative

department

• Wine technologists

• Accountant Department

• 58 employees on labor contract

• 120 employees on civil contracts

employees • Platinum Brands 56

• Kataryna Estate 556

• Katarzyna Vineyards 6

• Apolonia Vineyards 7

• Polinvest 5

• Belizza Winery 6

• Concerto Winery 41

total 677

regional offices

SOFIA

PLEVEN

BLAGOEVGRAD

PLOVDIV

VELIKO TARNOVO

VARNA

BURGAS

STARA ZAGORA

Katarzyna Estate is located on the same latitude with the world's most famous wine regions in Italy, France and Spain. The estate was created in the former border zone separating Bulgaria and Greece in the southeast of the country. Katarzyna Estate's vineyards are located 130 meters above sea level and are characterized with their different varieties of cinnamon forest soils with high clay content. It was planted in 2004 after a careful study of the soil and the weather characteristics of the individual plots. The winery owns 700 hectares of vineyard. The climate is temperate with a strong Mediterranean influence.

Katarzyna Estate wines are produced by classical technology with mainly manual labor which is important for the quality. We test the harvest to be sure that the sugar content, titratable acids and phenolic ripeness of the grapes in individual plots are in condition. We use classical way of winemaking. The grapes are hand picked in their optimal ripeness Katarzyna Estate's vineyards are located in the picturesque area around the White soil. It was planted in 2004 after a careful study of the soil and the wheater characteristics of the individual plots. The winery owns 700 hectars of vineyard

The climate factors are a prerequisite for the excellent phenolic ripeness of the white and red grapes, as well as the balance between acid and sugar content. As indicators white grapes have a sugar content of about 23-23.5%, titratable acidity of 6 g/l (expressed as tartaric acid), 3.4 pH and very good phenolic ripeness. Indicators of our red grapes - 28% sugar content, acidity of 5.5 g/l, pH 3.8, and very good phenolic ripeness, are a prerequisite for red wines with ripe and concentrated aromas of black fruits and spices, viscous, with volume in taste, but at the same time elegant and balanced with a long aftertaste.

entry level €4

middle class €5

€6

high class €8-15

premium €20-50

bio wine

merlot & syrah 2015

Katarzyna Reserve limited edition

intenational recongition

Katarzyna Estate has won over 150 awards from the most prestigious international competitions. Double gold, gold and silver medals at Mundus VINI, Chardonnay du Monde, Syrah du Monde, China Wine & Spirits Awards and many others. Katarzyna Estate is the first and still the only Bulgarian winery with more than 90 points by Robert Parker


• San Francisco International Wine Competition

• Vinalies International Paris

• Concours Mondial de Bruxelles

• China Wine and Spirits Awards


• Surah du Monde

• Chardonnay du Monde

• Mundus Vini

• Decanter World Wine Awards

Katarzyna Reserve 2008,2009

“Katarzyna is a familiar name to those who follow Bulgarian wines. This lineup shows fairly consistent quality and at the upper level, some real distinction. This is yet another group of wines that can start changing the way people think about Bulgaria” Mark Squires

91 points

other products

other products

• Katarzyna grape brandy

• Mezzek grape brandy

other products

• Katarzyna honey

Premium Club

Katarzyna Premium Club is an expression of our gratitude to the loyal clients and recognition for the trust they have in us. For us keeping the good taste of all our customers is a professional duty and a mission.

Premium Club

Holders of the Club Card Katarzyna Premium are only private customers who share and appreciate our ideas about the wine and the way it is offered. Each one receives special preferences. The membership in Katarzyna Premium Club shall be renewed each calendar year. For this purpose it is necessary each holder of a club card to have purchased products of Katarzyna Estate (through their personal representative) amounting to more than BGN 3000. A new member shall be accepted when proposed by a current Katarzyna Premium Club member.

Premium Club

Katarzyna Gala Dinner

Katarzyna yearly Gala Dinner is the most famous and elegant wine event, hosted by Katarzyna Estate. It gets the most powerful and influent people in Bulgaria together and offers them a great entertainment value. Each year Katarzyna Estate supports different CSR project and follows its development afterwards.

Katarzyna Gala Dinner

wine dell’ arte When wine and art merge into one, a real delight of the senses is born! Mainly this was what we experienced during the first exhibition of wine labels in Bulgaria, organized by Katarzyna Estate in honor of one of its most successful wine brands – Contemplations. It does not exhibit just labels, but a unique art concept, capable of amazing all connoisseurs of art and of the drink of the gods! Since above allContemplations has something different about it indeed. Mainly – a challenge for the imagination and the mind. The labels shown in the Modern Art Gallery have an interesting history. Up until now more than 100 were created, and each one of them is an individual masterpiece with an original presentational idea touching on various topics.

The impressive works of art are six bottles of wine in a cardboard box having different labels, but submitting to one topic. Regardless of whether they contain elements of fine arts, literature, science, the folklore, they are exceptionally impressive and inspire honest admiration. All attending were fascinated by the aesthetics, in which this exhibition absorbed them. Therefore our wish is to absorb you as well, at least for a short while, in this wonderful world where wine and art shake hands. Because indeed, such a project must be seen! Or just like Executive Director of Katarzyna Estate, says: “Contemplations is our artistic sentiment, our favorite object of striving. We are happy that you share it and therefore we shall continue to dream and to challenge you”.

wine dell’ arte

summer party

Sofia Fashion Week

flowers of Katarzyna

For the Flower’s day Katarzyna Estate organized a public event in front of the National Theater of Sofia.

flowers of Katarzyna

High school children from the National Academy of Arts and small kids painted wine barrels of Katarzyna Estate.

Katarzyna art planner

Art Planner with famous painters in Katarzyna Estate Winery. Media representatives were invited to a small press conference in order the painted barrels to be presented to their attention.

Katarzyna art planner

Off trade

wine tastings

Off trade

merchadise & exposures

Belizza Winery is located in the southeastern part of the country in the former border zone separating Bulgaria and Greece on the same latitude with some of the world's most famous wine regions - Italy, France and Spain. The winery is under construction and is located near Katarzyna Estate. Currently Katarzyna Estate has about 7000 ha own vineyards, and using half of them. Belizza Winery will use the rest of them, and produce competitive wines from a lower class.

On the market we already positioned wines with brand Belizza: white - varieties Sauvignon Blanc & Semillon, Chardonnay; red - Cabernet Sauvignon & Cabernet Franc and Merlot & Syrah. Belica Winery will have brand new equipment from manufacturers worldwide and will work on modern methods of vinification, meeting the high standard that Katarzyna Estate has set already on the market.

wines

Concerto Winery is the newest project in the region of Sakar Mountain. The winery has a huge potential - unique terroir, beautiful vineyards and a team of experienced professionals. The wines are produced in concrete vessels technology that is rare in Bulgaria, but is used in the best wineries of the Rhone Valley.

Vineyards in the region are known for their excellent quality. Characteristics that gives Syrah here are very similar to those of the best wines of the Rhone Valley - aromatic, powerful, dense and smooth structure. Concerto Winery has 2000 acres of vineyards. Merlot, Cabernet Sauvignon, Syrah, Pinot Noir, Chardonnay, Sauvignon Blanc and Viognier, are just some of the varieties which may yield excellent wines. The capacity of the winery is 4 million bottles a year.

• sauvignon blanc • chardonnay & viognier • rose cabernet franc • sabernet sauvignon & syrah • merlot • merlot & pinot noir

Concerto wines

• merlot & cabernet sauvignon & cabernet franc

• rose cabernet sauvignon & syrah

• chardonnay & viognier & muscat

Bagra wines

Aventure wines

• cabernet sauvignon • merlot • rose • chardonnay

Damena wines

• merlot & malbec • mavrud • cabernet sauvignon • sabernet sauvignon • merlot • rose • traminer • sauvignon blanc • charodnnay • muscat

spirits

• rakia Lubimetz grape • rakia Lubimetz barrel aged • rakia Lubimetz muscat

• mastic Kalimera • mint liquer

Nova Broadcasting Group

TV COMMERCIAL

9 november – 4 december

Facebook Norvegia vodka Bulgaria • advertising

• apps and games

• like/share increase

Brand page at platinumbrands.bg

• Information

• news • events

facebook & website

1 november – 31 january

Водка Норвегия e есенция на скандинавското

качество и прецизност – най-добрите съставки,

съвременни методи на производство и стилен

дизайн. С изключителното си качество, този

продукт поставя нови стандарти в категория

Премиум.

• “Bulgaria” bul./ “Fridtjof Nansen” str. • “Bulgaria” bul. / “Gotze Delchev” bul.

• “Bulgaria” bul. / “Ivan Geshov” bul.

• “Bulgaria” bul. / “Pencho Slaveykov” bul. - (Hilton hotel) • “Dragan Tzankov” bul. (Interpred)

• “Tzarigradsko shose” bul. - The Mall (megaboard)

• “Vasil Levski” bul. / “Gurko” str.

• “Sitnyakovo” bul. / “Ivan Asen II” str. (embassy of Romania) • “Cherni vrah” bul. / “Arsenalski” bul. – CCS Mall

• “Evlogi and Hristo Georgievi” bul. / “Gurko” str.

BILLBOARD LOCATIONS

9 ноември – 6 декември

STAGGERING IMPRESSION

concept

ATTRACTIVE PRESENTS

concept

Night club in Sofia

1. The lady in the red dress enters with elegance and impressive presence. Sits on

the already reserved seats on the bar, in the

most visible area , where the display of

Norvegia vodka is placed.

2. She talks shortly with the bartender, who serves her vodka Norvegia.

3. "Random" clients from close seats, almost obviously took photos of the lady impressed

by her look and presence.

4. The girls from Norvegia vodka enter, orient in the atmosphere and go firstly to the red

question mark. They present her the vodka,

and chat for a bit. The main purpose is to

attract attention.

5. In night clubs, where possible the lady does on stage and performs a popular song.

SCENARIO

concept

The idea of the presentation is to create

the product image, adequate to the quality and purpose in the premium segment. To distinguish its own style ,

vision and design that impress and satisfy the demand target of clients.

REPORT

ON TRADE

OFF TRADE

Sofia Fashion Week

events

IBA world competition

Sofia 2015

on trade

IBA Party

Bedroom Premium

on trade

club CULTURE BEAT

on trade

club CANDY Sofia

on trade

club MAZE Pernik

on trade

bar UMBRELLA birthday party

on trade

restaurant GLORIA MAR

on trade

activities

• Metro – secondary exposure, brochures, stillages

• Billa - brochures

• Fantastico - billboards, secondary exposure, brochures • Piccadilly - secondary exposure, brochures, stillages

• 345 - secondary exposure, brochures

• Nikon – secondary exposure, brochures, stillages

• Max - secondary exposure, brochures, stillages

• Hit - secondary exposure, brochures

• Avanti – transport advertising, price activities

• Lexi - secondary exposure, brochures

OFF TRADE

1 november – 31 december

METRO

off trade

FANTASTICO

off trade

PICCADILLY

off trade

AVANTI

off trade

• Vodka 37,5% from highest quality rye and pure mountain water

• Highly purified – 4 times with carbon filtered modules

• Distilled 6 times • Highly valued in spontaneous quality tests

• Incredible history from 1827

• Until today Extra Zytnia is still produced in

the distillery from the 60s of the 20th century

• The label reproduces the classic model, which is a reference to communist times

Extra Zytnia

Platinum Brands Bulgaria

• subway

• public bus

• airports

• bilboards

• subway

• public bus

• airports

• bilboards

Outdoor marketing campaign The media plan is pursuant with the start of the “Win Vespa with Extra Zytnia” |1st of April| in order the sales campaign to get popular and to reach more people. In general our aim is to make the Extra Zytnia brand more visible, recognizable and preferred than the competitive brands. Extra Zytnia has very identifiable vision, which we have to communicate and underline strongly. We have selected the following communication channels: Subway advertisement in Sofia (1 ½ months), Outdoor in Sofia and in some important regions of Bulgaria (4 weeks long), branded bus in Sofia, circulating on one of the most long and attractive routes (2 months long), like also billboard on the arrival sector on Burgas Airport during the summer (4 weeks long).

New Level Channel (or NLC for short) is a digital media in the subway transportation system of Sofia and at Sofia Airport. On multimedia screens in all existing metro stations.

These are the two main goals of this marketing channel: • To entertain the passengers and to improve their

experience, as the media adds value to their travel with up-to-date and attention-grabbing informative broadcasts.

• This way the media supports the brands to reach their targets by advertising products and services on multimedia screens in all existing metro stations. The Extra Zytnia advertising campaign is planned to be aired 1 ½ months, in 34 Metro stations in Sofia, on 150 screens (50’and 60’inces), 50 times/day - 612 airings per screen/per period

• Infrastructure - NLC streams its TV content simultaneously on every station, 20 hours a day, without any restriction for the alcohol brands

• Streaming - NLC reaches over 600,000 citizens every day, which translates to around 10 million contacts per month.

• Reach NLC reaches over 500,000 citizens every day, which translates to around 10 million contacts per month.

Demographics Because of the demographic structure of Bulgaria, Sofia happens to be the biggest and most solvent market. All companies on the national market consider Sofia to be at least half, if not even a significantly bigger fraction of their interest. Streaming useful,entertaining and intriguing content to the captured audience in the subway stations has turned NLC into one of the most popular, influential and effective media in Sofia. 70% of passengers belong to the most active age group (18-49 years old).

• 11 key positions in Sofia

• 4 positions in selected regions among Bulgaria

• 4 weeks

Sofia /15 May – 15 June/ With a careful selection of the positions on key cross roads in areas in Sofia, responding the target of Extra Zytnia, we aim to reach carefully selected type of people, who will view the memorable vision of Extra Zytnia on the billboards when waiting in big traffic jams. We will communicate the campaign “Win Vespa with Extra Zytnia” in order to support the sales additionally and will implement “Call to action” mechanism - indirect and according the law, we will say: Buy Extra Zytnia, register your code and have the chance to win brand new Vespa!

For a period of 2 months, just after the start of the “Win Vespa with Extra Zytnia” campaign on 1st of April. We’ll brand one bus from the public transport in Sofia, which circulates on one of the longest and more diverse route in Sofia, passing quartiers, where our targeted audience lives. Half of the bus will be branded with the conditions for participating in the game of Extra Zytnia – “Win Vespa with Extra Zytnia”. Thanks to the traffic jams and the interesting vision of Extra Zytnia, the branding of a public transport bus will be a great marketing move to attract the attention of our potential future clients.

EXTRA ZYTNIA SUMMER

During the high summer season, we planned to rent one position at arrivals sector at Bourgas Airport. This is generally an image move – with the very recognizable pin up vision of EZ, the coming on holidays tourists will remember it easy and can look for it in retail and grocery shops along the South sea coast.

april – august 2016

The "Win Vespa with EZ" campain is planned together with the summer and marketing campaign of EZ in order to increase the sales. The main price - brand new Vespa, will attract more people during the summer, when also our Extra Zytnia promo team will support the sales with promotions along the Bulgarian sea coast. 300 000 neckhangers and scrach stickers were put on the bottles and their codes were implemented on the campaign website (zytnia.bg), where the participants can register for the rаffle. The winner will be announced at the end of the summer campaign. As the marketing campaign will also support the "Win Vespa with EZ", we expect higher interest towards the brand consumtion.

Bulgaria Seaside

• attractive presentation

• coverage – key locations

• promotions and events

• games with prizes

• internet advertising

VARNA

BURGAS

• 3 girls

• supervisor

• attractive outfit

• advertising car

• print materials

• beaches and beach bars

• promo team

• adverrtising car

• prizes

• funny photos

EZ promo team (smiling girls, dressed with pin-up beach outfit) will wear retro straw baskets, filled with funny items from the socialist time – manual flashlights, newspaper “Rabotnichesko delo”, wooden badminton rackets, playing cards “Hitar Petar”, etc. The idea is to make laugh the lying on the beach people and bring them back to memories out of the past. Everyone will be able to choose an object and make funny retro pictures with our team.

• street bars and night clubs

• promo team

• advertising car

• games with prizes

• funny photos

Varna BURGAS sozopol arkutino

lozenetz primorsko varvara

arapia

Sunny beach golden sands albena

nesebar

chernomoretz

sinemoretz

prize

fun, laugh, play! The promo teams choose two clients and approach them with smile. One of the EZ girls will place three shots on the table, fill them with ice cold EZ vodka and displace them around. The bottoms of two of the shots are covered with stickers with a smile; the third one has a sticker with a winning price. Standing against each another, each guest chooses a shot that must drink without using their hands and holds his head up so the opposite participant can see if they win something on friend’s shot bottom

BURGAS

VARNA • Varna – Balchik, Albena, Kranevo, Golden Sands

• Burgas – St.Vlas, Nesebar, Sozopol, Arkutino,

Lozenetz, Kiten, Primosrko, Varvara

• floating keyrings

• sunny glasses

• sun visor

• beach bags

• beach pillows

• advertising car

• advertising clothing

• beach flags

• banners

• print materials

• staff clothing

• cocktail glasses

• beach flags

• beanbags

• banners and posters

• FB advertising

• campaign site - zytnia.bg

• banners exchange

• video

The idea is every day, the taken pictures on the beach and on the evening promotions, to be uploaded in retro frames, branded with EZ, in order to look like a post card from the socialistic time that the tourists used to send via post when being on vacation. These postcards will able to be downloaded from the facebook page of EZ and sent to friends with greetings from the Bulgarian sea cost. Second possibility, which also will lead the attention towards our brand, is to give the chance to the photographed people, to tag themselves on the uploaded retro postcards on EZ facebook page. This way the followers of our page will be increased.

The mountain air and crystal clear water, give the unique character and flavor of vodka Tatra The delicate taste is due to the carefully selected grains and water, harvested from the deep bowels of the mountain.

FORT WILLIAM blended scotch whisky

FORT WILLIAM

was built in 1654 by Cromwell’s

forces to pacify local savage clans

brand DNA

FORT WILLIAM

is made in Ayrshire, historic county in

south-west Scotland, located on the shores

of the firth of Clyde.

location

whisky FORT WILLIAM

is blended scotch whisky, distilled and aged in Scotland

It perfectly combines single malt and grain scotch

whiskies which have been selected by experts

Fort William

• contains minimum 20% of malt

• is aged in oak wood casks for 3 years

• contains no gmo ingredients

MEDIA PRESENCE

Bulgarian National Television In the Christmas Eve – how to recognize real wine? “More from the Day” with Dimitar Tsonev

BULGARIA ON AIR TV Tsvetelina Nikolova - “ 90 % of Bulgarian wine is sold on domestic market” Bulgaria on Air Morning News

GO ON AIR Onboard magazine –Air Bulgaria, VIP Lounge Terminal 2 Page: 16-23 Frequency: monthly Circulation: 10 000 Size: 8 pages Headline: Wine Stories Bulgarian wine is finally moving ahead

GO ON AIR magazine

MANAGER magazine Type: Business Frequency: Monthly Circulation: 12 000 Size: 1 cover and 6 pages Headline: Tsvetelina Nikolova Wine is Emotion, Art and Intelligence “I am looking for the most valuable thing in each person” stated Katarzyna Estate Managing Director

MANAGER magazine

ECONOMY magazine Type: Business & Economy Frequency: Circulation: 10 000 Size: 1 cover + 9 pages Headline: “Wine will win outside Bulgaria with common brand”

HARPERS BAZAAR magazine Type: Fashion, Lifestyle Frequency: 6 times per year Circulation: 7 000 Size: 1 page Headline: To rule with a velvet glove

PREMIUM LIFESTYLE Magazine Type: Luxury & Lifestyle Frequency: 6 times per year Circulation: 15 000 Size: 2 pages Headline: News from Katarzyna estate Katarzyna estate golf tournament - Grand Am 2014

Katarzyna Wine & Spa Hotel • Special wine degustation room • Spa Center • Wine massages • Restaurant with local bio products • Conference center • Kinder Center • Horse riding

БЛАГОДАРЯ ВИ

СПАСИБО

THANK YOU

GRAZIE

MERCI

GRACIAS

DANKE

ありがとう

pb company presenation

Documents