2. 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
4. 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
5. structure Platinum Group Bulgaria
Platinum
Brands
Katarzyna
Estate
Katarzyna
Vineyards
Belizza
Winery
Belizza
Vineyards
Concerto
Winery
Apolonia
Vineyards
Polinvest Polonia
6. 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
10. 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.
11. 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
12. 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.
17. 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
18. intenational recongition
• San Francisco International Wine
Competition
• Vinalies International Paris
• Concours Mondial de Bruxelles
• China Wine and Spirits Awards
20. 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
24. 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.
25. 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.
28. 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.
31. 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.
32. 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
36. flowers of Katarzyna
For the Flower’s day Katarzyna Estate
organized a public event in front of the
National Theater of Sofia.
37. flowers of Katarzyna
High school children from the National
Academy of Arts and small kids painted
wine barrels of Katarzyna Estate.
38. 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.
44. 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.
45. 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
46. 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.
47. 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.
56. 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.
57. • “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
61. 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.
90. • 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
94. • 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
95. 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.
96. 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
97. • 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.
98. 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).
99. • 11 key positions in Sofia
• 4 positions in selected regions among Bulgaria
• 4 weeks
100. 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!
101. 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.
102. 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.
104. 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.
108. • beaches and beach bars
• promo team
• adverrtising car
• prizes
• funny photos
109. 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.
110. • street bars and night clubs
• promo team
• advertising car
• games with prizes
• funny photos
Varna
BURGA
Ssozopol arkutino
lozenetz
primorskovarvara
arapia
Sunny beach
golden sands
albena
nesebar
chernomoretz
sinemoretz
111. priz
e
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
116. • FB advertising
• campaign site - zytnia.bg
• banners exchange
• video
117. 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.
118.
119. 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.
121. FORT WILLIAM
was built in 1654
by Cromwell’s
forces to pacify
local savage clans
brand DNA
122. FORT WILLIAM
is made in Ayrshire,
historic county in
south-west Scotland,
located on the shores
of the firth of Clyde.
location
123. 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
129. 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
133. 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
134. Katarzyna
Wine & Spa Hotel
• Special wine degustation room
• Spa Center
• Wine massages
• Restaurant with local bio products
• Conference center
• Kinder Center
• Horse riding
