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Excellence meets excellence: The new premium line from Karelia will take its bow at a terminal that represents a step change in the quality of UK airports | |
GREECE/UK. In partnership with World Duty Free (WDF), Karelia Tobacco Company (www.karelia.gr) will launch its new and exclusive flagship brand called George Karelias and Sons Excellence at London Heathrow Terminal 5, which opens on 27 March.
The new brand, retailing at £35, will go on shelf in T5’s duty free and travel retail shops, together with established favourite Karelia Slims.
BAA Retail and WDF have attempted to create for passengers a new approach to the airport travel and shopping experience.
In turn WDF passed this challenge to suppliers, asking for new and exclusive quality products that would differentiate the T5 offer. Each commercial partner had to sign up to the ‘5 Promises’ – a series of pledges designed to guarantee quality and innovation.
As Karelia was preparing to launch George Karelias and Sons Excellence in the UK domestic and duty free markets at the same time, it decided to delay its duty free launch to coincide with the opening of Terminal 5.
“The new George Karelias and Sons Excellence brand fits the bill perfectly,” said the company.
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| “The high-quality finish of the packaging drives home the Karelia message that this is no ordinary cigarette” | ||
It added: “The expansion of the company’s cooperation with WDF and the introduction of George Karelias and Sons Excellence come as a natural overture, as Karelia brands have earned noteworthy success at WDF outlets over the past few years. Karelia once again outperformed the overall cigarette sector for the second time in 2007, with the internationally popular Karelia Slims brand capturing double-digit volume growth.”
A long-time and vocal supporter in the industry for the introduction of new innovative brands to serve as a sound platform for further organic growth, Karelia has high expectations for the new brand. It hopes to “surprise and tempt” customers, two of the key ingredients for success that WDF is focusing on as part of its “˜Five Promises’ programme.
ABOUT GEORGE KARELIAS AND SONS EXCELLENCE
The new brand has been created with only the very best grades of tobacco from around the world and has used the highest quality packaging available.
The result, said the company, is a cigarette that delivers a quality and superiority of taste that is not commonly found in today’s more mass-produced brands. Virginia leaf from North Carolina, Zimbabwe flue-cured, and Brazilian Santa Catarina tobaccos create “a rich and rounded taste with a perfectly balanced burning behaviour”.
Karelia said it has also spared no effort to create “superlative luxury packaging”. The 100mm cigarettes have hot foil blocked white tipping paper and are carefully presented in an embossed gold inner layer protected by an extremely rigid carton. “The high-quality finish of the packaging drives home the Karelia message that this is no ordinary cigarette,” says Karelia.
George Karelias and Sons Excellence will be joined in the shops by Karelia Slims 200’s and 400’s, Karelia Slims Menthol 200’s and 400’s, and Karelia Slims Blue 200’s.
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