Tobacco news KT&G brings ESSE and BOHEM cigarettes to TFWA AP This year KT&G will be returning to the TFWA AP exhibition in Singapore with ESSE Aura and BOHEM cigarettes. The company confirms that since the release of the products, both have proven extremely popular in duty free. Asia Duty Free spoke with Kelly Song, KT&G Corporation’s Assistant Manager – Brand Management Department, to get the details on what will be happening at the company’s booth this year. She explains that ESSE Aura flavored superslims were released as a response to the popularity of the original ESSE line. As expected, the range extension has sold very well over the last year. Also showcased at this year’s exhibition will be KT&G’s BOHEM cigar-flavored cigarettes. “The response to these latest products has been wonderful,” says Song. “We’re looking forward to continuing to expand our presence in duty free with these ESSE and BOHEM offerings.”
ESSE Aura cigarettes are available in two flavors: Pink Strawberry and Green Apple. According to Song, the products were launched to “meet the needs of stylish smokers who are passionate, romantic and successful in their careers.” ESSE Aura delivers a mild, light taste as the result of a special filter technology. ESSE Aura was launched in an effort to satisfy “the more diversified needs of global smokers,” the company says. BOHEM is made of 30% premium cigar leaves and offers a unique taste and aroma that is distinct from other cigarettes. Its fragrance and package design provides a new smoking experience for consumers who prefer sweet, profound aromas. Song says that BOHEM targets smokers with a bohemian sprit who have a “chic style, professional careers and self-confidence.”
“The response to these latest products has been wonderful. We’re looking forward to continuing to expand our presence in duty free.” Kelly Song, KT&G Corporation’s Assistant Manager – Brand Management Department
Villiger sees uplift in Asia sales, plans launch of new MINIS range in the region At the beginning of the year, Swiss cigar specialist Villiger developed new free-standing gondolas in the company’s signature black and red colors. The fixtures were installed in various locations, among them Zurich airport, Kuala Lumpur International Airport and Cairo Airport. The units were specially developed for Villiger’s best-selling range of machine-made cigars, Villiger Premium, and their recently launched range of aromatic cigarillos. In a recent conversation with Asia Duty Free, Villiger’s Director of Export Sales Chris Pfister noted that the furniture investment, in Asia specifically, was well placed as sales of the company’s products have stayed stronger in the region than in many other locations throughout the world. “Our premium range of products is popular in Asia,” he says. “Our cigarillos have traditionally performed well and we’re waiting to see how the change from tins to cardboard will be received in Asia.” Standout locations include Taipei, Taiwan, Korea and Singapore. Additionally, Villiger
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1888s have been selling very well in Kuala Lumpur Airport. Indeed, Pfister is of the opinion that it is one of the top airports in the world for cigars. “Kuala Lumpur has six points of sale with walk-in humidors, which is fantastic,” he explains. “We have a full assortment there with our own gondolas in two retail locations. They really do something for cigar sales there. We train them once a year and go over all the details to ensure proper customer service.” At this year’s TFWA AP exhibition in Singapore, Villiger will be showcasing its new MINIS in tins. The product was introduced at the IAADFS show in Orlando earlier this year, but May will be the official introduction of MINIS to Asian travel retail. For the rest of the year, Pfister says that Villiger will continue to focus on training sessions. As with any high-end product, cigars require a very tailored approach on the part of the salesperson. “Customers want to know the opinions of
ASIA DUTY FREE & TRAVEL RETAILING TFWA AP MAY 2011
Villiger 1888s have been selling well at Kuala Lumpur Airport given the strong focus there on giving cigars adequate display space
someone who is educated in cigars,” says Pfister. “Educating the salespeople really helps a lot. This way, they know that they’re selling quality products across the Villiger range and can communicate this important fact to the consumer.”