BRAND SPOTLIGHT: AL FAKHER


Al Fakher to grow global distribution and maintain category leadership


In addition to building on its strong position across the MENA region in travel retail and duty free, Al Fakher is looking to introduce products in new markets and continue justifying its position as the pioneer of flavour innovation. Andrew Pentol reports.


would naturally be a priority for any brand hoping to make its mark in the channel. This is no different for our category. “Asians are one of the best travelled


consumers globally and arguably one of the savviest consumers,” Jabre remarks. These customers already enjoy


Al Fakher’s products through availability in their local market. “Through our strong focus in GTR, we are ensuring our products are available to consumers whenever and wherever they go,” he emphasises. As category leader, no other


Above: New flavours inspired by consumers’ tastes and preferences were introduced by Al Fakher at last year's MEADFA event.


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AE-based Shisha and Hookah tobacco company Al Fakher has come a long way


since last year in terms of its DF&TR evolution. From being only available on shelf


in some key airports in the Middle East and North Africa, it now has a dedicated department managing its business in the channel. Ziad Jabre, Head of Global Travel


Retail, Al Fakher Tobacco tells TRBusiness: “In 2018, the newly formed travel retail department managed to grow business in airports where we were already leading the category. “This was achieved by stretching


“Asia would naturally be a priority for any brand hoping to make its mark in the channel. This is no different for our category.”


Ziad Jabre,


Head of Global Travel Retail, Al Fakher


134 TRBUSINESS


our lead and growing distribution in locations where we were yet to be present.” The company, which is working


diligently in line with its DF&TR strategy and at the time of writing was confident of securing listings in three new markets, cites DF&TR as an integral channel for two reasons. Jabre explains: “One is to help


build on our category leadership on a global scale. The other is to ensure consumers are able to find their brand of choice wherever their adventures might take them. “Travel retail is a sales and


marketing channel. Moving forward, we will continue to grow our global distribution by continuously fortifying our current core travel retail market in the MENA region, where we are listed in most airports, key seaports and border shops. We will also introduce our products in new markets.”


Fastest growing region An important market is Asia, which is perceived by many as the fastest growing region in travel retail. “Asia


shisha brand has Al Fakher’s global reach, scale and brand awareness, according to Jabre. “If a shisha consumer is travelling from the west to the Middle East or anywhere across the world, he/she knows and recognises Al Fakher. “Only Al Fakher delivers a


consistent, high-quality product experience across a broad range of flavours, available in a range of sizes that meet our consumers’ needs. “Al Fakher has long been the


pioneer of flavour innovation in the category and we are committed to delivering on this promise.” With 110 flavours in its portfolio,


ensuring consumers do not feel left out if they are unable to find their desired flavour when travelling, is a challenge. “We monitor and analyse sales data and passenger profiles to ensure we limit such situations.” Outlining his DF&TR vision, Jabre


vows the company will maintain its category leadership. “We will deliver high value and growth to our customers, while providing our consumers with consistent, high quality products and flavours around the world, from their brand of choice.” «


MAY 2019


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