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Karelia Slims Lights |
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George Karelias and Sons Roll-Your-Own pouch tobacco |
GREECE. Karelia Tobacco Company, Greece’s largest cigarette manufacturer and exporter of own trademark brands, is returning to the TFWA World Exhibition 2006 with new brands, additional duty free listings, and fresh plans for expansion (Stand number: Green Village L71 and Yacht Ineke IV).
The firm reports a strong financial year, boosted by brand families such as Karelia Slims and George Karelias and Sons which won new listings in 2006, the most recent being at Bangkok Suvarnabhumi Airport in partnership with King Power Thailand. Further listings were achieved at Sri Lanka’s Colombo Airport with Alpha Asia, and at Hanoi Airport with EDF.
At London Heathrow and Gatwick South airports, where Karelia co-operates with World Duty Free, the performance of the Karelia Slims range surpassed expectations and has been extended to include the “lights” version of the brand, the supplier said.
These new business co-operations are expected to contribute to the group’s drive to break into fresh markets. In recent years, exports have triggered a dramatic expansion in its international business. In 2005, the annual sales for the Karelia Group exceeded €435 million, while net profits climbed +16% to €39.26 million.
Export volume reached a total of 10.9 billion cigarettes compared with 10.4 billion in the previous year. Brand families George Karelias and Sons, Karelia Slims, Karelia Lights and American Legend continued to lead the company’s portfolio to solid growth abroad, as 70% of its overall production was distributed in 66 countries.
These strong financial results have also helped pave the way for Karelia’s long-term development in duty free and travel retail, the company reported.
Karelia is establishing a new office in Hong Kong to extend its reach into the Asia Pacific region, and to enhance its status as one of the world’s fastest-growing independent cigarette manufacturers. Additionally, Karelia operates a subsidiary in the UK, Karelia Tobacco Company (UK) Inc.
Cannes show highlights
This year, at the Cannes exhibition, Karelia will return with an extended portfolio of new products that have been well received since their launch in the first half of 2006. Some are brand extensions that will help to strengthen Karelia’s presence at retail sales points, while other brands are entirely new, allowing them to compete in new tobacco categories and attract a wider range of customers, the firm explained.
A Karelia spokeswoman set out the importance of the channel. She said: “The company takes to heart the importance of duty free in its brand-building strategy, as it considers it is the first channel where its new brands can gain strong international exposure.”
The top export brand family, Karelia Slims, has been joined by a lighter version called Karelia Slims Lights (Blue). This dynamic brand continues to boost its international market share around the world and is sold at many leading duty free outlets, including London Heathrow (Terminals 1-4) and Gatwick Airports.
George Karelias and Sons has been further extended with the launch of a new Roll-Your-Own pouch tobacco. George Karelias and Sons Superior Lights and Plain Ovals complete the line.
The Karelia Family range has been extended to include a full-flavour version called Karelia King Size and a menthol version called Karelia Menthol. The distinctive Round Corner feature has been applied to the entire brand family.
American Legend, a popular brand that enjoys high volumes, has benefited from a newly redesigned Lights version called American Legend Lights and a new brand extension called American Legend Menthol.
In addition, the Leader brand, a recent sweeping success on the Greek domestic market, has now become available to international markets in two versions: Leader Red (full flavour) and Leader Blue (lights).
MORE STORIES ON KARELIA
Karelia announces new and extended brand line-up at “˜landmark’ conference in Athens – 10/05/06
