CIGARS: ROYAL AGIO Balmoral growth buoys Royal Agio’s DF&TR business
Dutch cigar supplier Royal Agio is hoping to present a new limited edition Balmoral handmade cigar in Cannes, where it will once again showcase its Balmoral Añejo XO premium product. Andrew Pentol reports.
“There is Dominican Selection
12 and Private Collection 25 and then the small convenient packs for travellers who just want to have a good cigar.” Añejo XO itself is not yet present
in all airports, but will soon been available with Dufry in Zurich and Spain (three Spanish airports) since July. Further Dufry listings have been secured in Bali, Phnom Pen and the US. Stormink adds: “We are also in
Royal Agio Cigars will again showcase its Balmoral Añejo premium cigars at TFWA Cannes. A
Right: Balmoral Añejo XO is the latest luxury range from Royal Agio Cigars.
s this year’s TFWA Cannes draws closer, Royal Agio Cigars will continue focusing
on the travel retail exclusive Balmoral Añejo XO – its latest expression of premium handmade cigars – and overall Balmoral range. The luxury Añejo product builds
on the success of the existing Balmoral range – The Balmoral Dominican Selection and Balmoral Private Collection 25. But the reality is the entire Balmoral collection appears to be going from strength to strength in DF&TR. Global Travel Retail Manager
Gertrude Stormink tells TRBusiness: “Last year in Cannes we showed
Añejo XO for the first time, but the official launch was a little later. “This year, we will also present the
Añejo XO travel retail range which comprises four products presented in small convenient packs.
“We have been focusing a lot on the Balmoral Dominican Selection which has brought us success and brand awareness in duty free and travel retail.”
Gertrude Stormink, Global Travel Retail Manager, Royal Agio
“The plan is to run a gift with
purchase promotion for the range starting with Dubai Duty Free this month and have a brand ambassador in the humidor as well.” She continues: “We will obviously
showcase the Balmoral Private Collection in Cannes which has strong potential, but is yet to be listed in all the airports.” Additionally, Royal
Agio is in the process of creating a new limited edition for its ‘biggest Balmoral customers’ with the aim of executing promotions around this. Stormink says: “I hope this will be ready by October and that we will have at least one box to show at our booth in Cannes.”
Successful year Looking back on a successful 2017, Stormink says growth of the entire Balmoral range is clearly driving Agio’s DF&TR business. “Last year was a very good one especially because of the growth we are feeling with Balmoral,” she says. “We have been focusing a lot on
the Balmoral Dominican Selection which has brought us success and brand awareness in duty free and travel retail.
64 TRBUSINESS
Turkey with Dufry and Setur which is a very important market for us as there are many cigars available in the shops and will be present in the new Istanbul Airport when it eventually opens on October 29.” Royal Agio, which unveiled new
Balmoral XO lines called Connecticut and Oscuro earlier this year [they will initially be sold in the US domestic market with spin-offs planned for DF&TR - Ed] is satisfied with geographical
its
coverage but always seeking improvement.
Airport focus Stormink says: “Our focus is on the top 50 international airports
and we are very strong in Asia, Europe and the Middle East. “We are obviously talking about
Balmoral but also Meharis, Panter and Agio Tip. We like to be present with our core range.” Expanding its DF&TR presence in
the Americas and establishing itself in the cruise sector is also on the agenda, acknowledges Stormink. “There are possibilities to grow in
the US, but perhaps in the Americas in general. Latin America and South America is covered more or less by Dufry and DFS and there is always potential with the border shops. “On the cruise and ferry front it is
not easy in terms of supply chain, but is definitely an area we are looking to focus on.” «
SEPTEMBER 2018
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