Company News: British American Tobacco
Tradition meets innovation
BAT continues to reinvent its products in Americas duty free while remaining true to its long tradition of offering consumers quality cigarette brands BY RYAN WHITE
nnovation is key in any market, but its importance increases exponentially in duty free, where travelers expect to be pleasantly surprised with new products and travel retail exclusives at every turn. Although British American Tobacco (BAT) owns some of the world’s most prestigious and critically acclaimed cigarette brands such as Dunhill, Lucky Strike, Kent and Vogue, it has never shied away from thinking outside the box. Indeed, it is likely the unique combination of tradition and innovation inherent in the company’s brands that has kept BAT at the forefront of the ever-evolving duty free tobacco trade over the years. Americas Duty Free recently spoke with Carlos Felipe dos Santos Rocha, BAT’s Global Travel Retail Marketing Manager for the Americas, about the company’s newest products: Dunhill Blends. “The Dunhill Blends platform is one of our most exciting new
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developments,” says Rocha. “Americas is the first region in the world where the products are available. With Dunhill Blends, we’re targeting adult consumers who seek a distinctive premium offer composed of the finest tobacco and materials that translate into a truly indulgent and differentiated experience.” The Dunhill Blends platform consists of three new products— Master Blend, Swiss Blend and Blonde Blend—made without any tobacco additives and featuring Reloc technology, which provides consumers with a resealable pack. As Rocha points out, the company has been crafting blends for over 100 years: “That’s why we carefully seal them with Reloc—so they keep fresher for longer and may be enjoyed in the way our masters blenders intended,” he says.
Three distinct experiences Dunhill Master Blend is described as distinctively rich and balanced. Inspired by the Mediterranean landscape, the product contains two kinds of superior Virginia tobaccos combined with Burley and Oriental leaves for a rich smoke. The result is a full bodied smoke with notes of summer hay warmed with nuances of cultured cedar wood. Dunhill Swiss Blend is deep, full bodied and robust. Inspired by a traditional Swiss blend recipe, it includes rare Tibagi and Maryland tobaccos blended with Virginia and Oriental leaves. The result is a round taste; aromatic layers of oak and walnut are combined with Master Blend, Swiss Blend and Blonde Blend are made without any tobacco additives and feature Dunhill’s exclusive Reloc technology balsamic hints for a rich finish. Dunhill Blonde Blend is bright, aromatic and velvety, expertly blended The resulting sensation is an unexpectedly delicate and mellow tasting with burley and oriental leaves and topped with golden Virginia tobaccos. smoke with soft resinous notes and a velvety finish.
Making it happen
Thinking ahead
After securing strategic customers’ full support for the 2011 portfolio, innovations and major initiatives during IAADFS earlier this year, Rocha notes that BAT is ready to bring these exciting initiatives to consumers. “Dunhill Blends are currently being introduced, and in selected duty free stores consumers will be able to experience full brand immersion, guided by our hostesses and sales staff,” he explains. “This will allow travelers to learn more about our brands, experience them and ultimately decide which blend is best suited to their individual tastes. We are confident that this will translate into winning the hearts and minds of our consumers.”
Rocha says that 2011 has been the best year to date for BAT so far. “The channel is experiencing sustainable passenger and value growth, airports and stores are been remodeled and together with our customers we have been able to capture this opportunity.” Despite the numerous current developments at BAT, Rocha tells Americas Duty Free that more innovations are on the way in terms of products, exclusive offers and unique in-store experiences. “Developing a consumerrelevant marketing mix is a critical ongoing process,” he concludes. “Although it’s too early to speak about some of our future initiatives, I can tell you that BAT will remain in line with the forward-thinking nature of the travel retail industry by continuing to bring innovation to its consumers, customers c and the tobacco category.”
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THE AMERICAS DUTY FREE & TRAVEL RETAILING JUNE/JULY 2011