CIGARS: J. CORTÈS
Family roots forge sustainable blueprint for J. Cortès cigars
Just over two years since the acquisition of Oliva Cigars, J. Cortès is enlarging its duty free presence while retaining the family-owned ‘soul’ of both companies. Luke Barras-Hill speaks to Export Manager & Travel Retail Coordinator Thomas Gryson and CEO Frederik Vandermarliere.
H
ow is the
J.Cortès business performing this year and what are your key regional
focuses at present in DF&TR? Thomas Gryson, Export Manager & Travel Retail Coordinator (TG): Sales in travel retail are performing
well, especially in the Americas, Asia and Europe. In the Middle East, growth is weaker.
Update us on your brands and innovations… TG: We are doing very well with our Neos Flavor Collection despite the declining space in airports for these types of product. We have a completely new design to prepare Neos for the new generation of cigarillo smokers. Last year, we launched our premium handmade cigars Oliva and Nub from Nicaragua and are satisfied with the performance and the first listings at the airports. Oliva is now listed with
International Duty Free, Aelia and Dufry at their main airports. Soon we launch our Nub Travel Retail Exclusive, which will be presented in
SEPTEMBER 2018
Cannes. Travellers are looking for real luxury products and limited editions and we believe that these premium handmade cigars (Oliva and Nub) are the future for tobacco in travel retail.
Digital is changing the scope of what is possible for the trade. J. Cortès has experimented with virtual reality in the past, so what are you doing to increase your digital footprint today? TG: Digital and social media plays a big part in the cigar travel retail market today, but communication or advertising with digital and social media is restricted. Going viral with our brands has to come from the consumer itself and it is very difficult to influence, as sponsored posts are not legal. With our virtual reality movie, we are still top of the bill. No other company in our
category has what we have and we are still working with the retailers where possible to provide the VR experience for passengers at the airports. Fortunately, with
J.Cortès and Oliva we have very loyal and digitally active clients who are
happy to share their moments with our cigars.
Stricter regulations in the tobacco category such as display bans and advertising restrictions have a marked effect on DF&TR. What are the most pressing issues you face as a company right now? TG: We are used to regulations and have adapted very well, but it is clear that increased rules are not helping to sell cigars while the regulation is mainly to stop people smoking cigarettes. It is important for all categories to strive for reasonable
“There is an increasing interest from retailers and consumers for premium cigars, new world cigars and limited editions. The next generation cigars lovers are seeking more variation.”
Thomas Gryson, Export Manager & Travel Retail Coordinator, J. Cortès
TRBUSINESS 57
Above: J. Cortès CEO Frederik Vandermarliere (centre) has reaped the rewards of maintaining a close relationship between both companies’ families and management.
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