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Arnold André’s Clubmaster cigarillo display unit |
GERMANY. Arnold André’s Clubmaster cigarillo brand has been given a fresh design with the marketing slogan ‘The soul of fine cigars’.
In 2008, the best-selling Clubmaster cigarillo celebrated its 35th birthday. Introduced in 1973, the brand originally promoted itself under the globe logo of the German supplier’s traditional Handelsgold brand.
The sturdy tin packaging made an impact due to its extremely minimalist design. Today the design has been “loosened up in favour of a more stylish pleasure-promising imagery”, the German supplier said.
Clubmaster is one of the best-selling cigarillo brands in Europe, and has performed strongly worldwide for some years. The mini sizes in particular have sold well, and further growth is expected.
Duty free shops becoming “major showrooms”
Speaking about travel retail sales in particular, Arnold André Director of Sales Josef Wiese said: “Duty free and travel shops are becoming increasingly important for our products. On the one hand these shops are places where the traveller has time to browse. And on the other, especially in the light of the increasing bans on tobacco advertising, these shops are becoming major showrooms and a powerful communication platform for our cigars and cigarillos.”
As far as international business is concerned, Wiese said he expected the duty free sales volume of cigarillos to rise most rapidly in the eastern and central European shops, in the Middle East and in Asia.
“In the majority of these regions the number of travellers is increasing at an above-average rate – and the infrastructure of distribution is being extended accordingly,” he added.
Wiese has high expectations for the Clubmaster brand: “Clubmaster fulfils a flagship function and is therefore an extremely important brand in terms of our global sales.
“Clubmaster cigarillos offer the full aromatic richness of a cigar in a smaller size and with their urban modernity demonstrate true international class. That’s why also in these shops Clubmaster displays the strength and superiority of an international brand: since introducing the new design, turnover in the traveller shops tested has risen by as much as +20%.”
Clubmaster Mini Filter
In the cigarillo market two trends have emerged, according to Arnold André: the segment for filter cigarillos is growing constantly and there is also a strong demand for cigarillos offering a short-term smoke. The Mini and Mini Filter Clubmaster series were developed to cater for this growing demand.
The idea of giving oneself a small treat in between times is becoming increasingly important, the supplier added. Arnold André Clubmaster Mini Vanilla Cigarillos are available with or without filter.
All over Europe the mini-size Clubmaster has already made a big impact: in Portugal (more than 10% of market share), Spain (turnover increased sevenfold in just four years) and France (sales of 32 million make cigarillos the second strongest aromatic product), the new minis have already proven their market viability. And worldwide, too, they are enjoying increasing popularity, the supplier said.
The Mini Filter Aromatic is said to have an exquisite pipe tobacco filler, lending it a fine vanilla flavour coupled with an irresistible aroma and taste.
The Mini Filter Blue was created for lovers of a mild-tasting tobacco. Well balanced and characterful, the product is made with fine Virginia and Burley tobaccos and is described as an ideal cigarillo for a cigarette break.
Sumatra and Brazil are classics in a mini format which, using a well-balanced blend of fine cigar tobaccos, are said to guarantee a full-bodied flavour that can be enjoyed by aficionados.
“The attractive price makes the trendy mini size an interesting option not only for long-standing cigarillo fans but equally for all modern bons vivants of good tobacco,” the company said.
Secrets of Clubmaster’s success
Top creatives in the advertising world have all played a major role in shaping the Clubmaster brand and its success, according to Arnold André.
The product’s marketing messages have been communicated over decades in an entertaining way via various Clubmaster advertising campaigns. Intelligent humour has become the brand’s figurehead.
The company enthused: “Visualisation of the urban lifestyle and an emphasis on the exceptional quality of the ensuing pleasure, presents Clubmaster in a contemporary look brimming with self-confidence.”
For details, contact Arnold André GmbH & Co KG, Konstanze Marth, Moltkestraße 10-18, Germany 32257 Bünde, tel: +49 5223 163254 or e-mail Konstanze.marth@arnold-andre.de
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