Gurkha Cigars is targeting expansion in travel retail and is eager to share its story and strategy at next week’s TFWA World Exhibition on The SEVA Group stand (Beach Village 2, Beach 10).
The brand – which has roots in Nicaragua and the Dominican Republic – noted “massive trade up opportunities” within the tobacco category as post-pandemic consumers seek artisanal products with an authentic craft heritage.
“With story-telling and advocacy being key to success in this category, Gurkha is inherently well placed to help retailers to explore these opportunities,” Gurkha International Sales Advisor Suhail Gunja said.
“Smoking a cigar is nothing short of a memorable experience” Created over a century ago, Gurkha quickly established a reputation for meticulously handcrafted cigars. Considering its rich history and traditional production process, Kaizad Hansotia decided to resurrect the brand in 1989 with an eye on super premium cigars “that were not a necessity but rather a luxury and an indulgence”.
The brand offers a core range to cater for all price points and palates, including an ultra-premium offer, following its belief that “smoking a cigar is nothing short of a memorable experience”. |
In collaboration with leading travel retailers, Gurkha has curated a range of products which “allows retailers to recruit both new passengers, and critically, to trade up cigar connoisseurs with aged items in luxurious gift packaging”.
The brand has also developed a selection of sampler packs which do not require humidor storage.
“Interestingly, though not surprisingly, we are seeing incredible uplifts in sales when these are placed in impulse sites like till sites. In the longer term, we would see these as critical additions to every retailer’s cigar category,” Gunja added.
Gurkha Cigars President Jim Colucci commented: “Travel, experiences and luxury go hand in hand, so for us, ensuring our brands are available in global travel retail is a fundamental part of how we bring our brand to life.
“What partners can expect from us is that we will work tirelessly to ensure our cigars are of the best quality available, and that we are also relentless in our quest to innovate and bring new life and growth to this category.”
