Despite the successes Villiger has experienced in the U.S. market in recent years, the company’s North American division is still considered to be in its infancy. Villiger’s focus has been on building trust among its business partners and increasing the awareness of its brand.
“On the business side, it’s all about building trust with all our partners and developing relationships that will last. On the marketing side, it’s all about building brand awareness to get the consumers to be familiar with our products. And at the same time for us to understand better the preferences and trends of the U.S. market,” says Castaneda.
Villiger’s handmade premium cigars, including La Vencedora and La Flor de Ynclan, have received favorable ratings among the media, which has helped build brand awareness for Villiger within the U.S. In the machine-made division, the Villiger Export, a box-pressed short cigar featuring a Cuban seed blend and rich wrapper, is starting to gain traction in the U.S., according to Castaneda. Internationally, Villiger is selling millions of different cigarillos each year. Cigarillos are a big part of the company’s overall portfolio of products, especially in Europe. In Switzerland, Villiger’s Constellation, another cigarillo brand, has become one of the company’s bestsellers.
Taking a Different Approach
Having an international business oftentimes calls for a different approach to business. Its decision not to exhibit at this year’s IPCPR trade show had many in the industry talking. The company communicated its decision not to attend IPCPR 2019 in an open letter that was sent to retailers, the media and industry professionals before the show.
“Financially speaking, we were not affected,” reveals Castaneda. “We were able to secure strong sales numbers. We understand that a few customers may have doubts about our decision, and our plan is to work with them to show them our support and [our] commitment to the handmade cigars segment.”
In order to achieve international success, one must have passion for their products and a vision that goes beyond borders. For Villiger, it’s been Heinrich Villiger who has helped his family’s company expand into new markets. At one time, the U.S. seemed far and distant for Villiger, but it was Heinrich’s business acumen and his passion for tobacco that has helped the Villiger lifestyle and brand go from a regional tobacco company to an international brand.
This story first appeared in the September/October 2019 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid, senior editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid.
