Page 33 - TOB Magazine Jan/Feb 2013

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TOBACCO OUTLET BUSINESS
JANUARY/FEBRUARY 2013
aren’t available in the U.S. This is what
prompted us to do the paperwork and
licensing work necessary to bring our
boutique brand, Flor de Selva, to the
American market.”
Edging into America
Selva is in the process of researching
appropriate retail venues for her
premium cigar, and hopes to follow that
launch with a wider distribution for
Villa Zamorano once her company is
established here. “We are still getting to
know the U.S. market,” she says. “The
lifestyle here is very different.There is an
interesting relationship between cigar
smoking and pleasure and relaxation—
it seems to be a more social orientation;
cigars are smoked more as a celebration
than an [everyday event].
“Those are justmy initial impressions,”
she adds. “We will learn more about the
American market while we are getting
established and adapt accordingly.”
While Selva is well aware that the
regulatory environment is always
shifting in the U.S., she has experienced
similar situations in Europe that she
hopes will help her cope here. “Each
European country has its own rules,
so we work with local distributors who
have the technical know-how,” she says.
“It’s really hard to adapt to each country
in terms of legislation, but once you get
through that initial difficulty it becomes
easier. In Europe, our best partners are
the retailers. They are the ones who
support the cigar market and, as a result,
our company. I have the feeling that the
U.S. also has that.”
Like many in the industry, Selva
sees the unifying effect of cigars as
inherently beneficial—and therefore
an industry that will ultimately survive
regulatory hurdles. “Cigars have this
magical transversal appeal,” she says.
“In Vienna you will find a doctor
talking with a mechanic—two people
who might never have gotten together
if it weren’t for a mutual interest in
cigars. That is true all around the
world.” TOB