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In the age of declining shelf space in tobacconist retail
stores and increasing government regulation, it’s nev-
er been tougher promoting tobacco products in the U.S.
marketplace. While the traditional means of marketing a
product—including print and online ads, press releases
and social media—all still play a part, companies are find-
ing ways to get creative and think outside of the box to get
their products into the hands of consumers. Alec Bradley
Cigars, a premium cigar manufacturer owned and operated
by Alan Rubin, does that by promoting its cigars through
special events with an unexpected partner: William Grant &
Sons’ Glenfiddich Whisky.
Rubin and Mitch Bechard, a Glenfiddich U.S. brand am-
bassador, first met at the Universal Whisky Experience show
in Las Vegas over five years ago. It soon became evident that
there were some similarities between the premium whisky
and cigar brands that would make an ongoing collaboration
beneficial not only to both companies, but also to consumers.
“Our territory managers and Glenfiddich ambassadors
get along great. I think in this relationship, the consumer
truly benefits,” explains Rubin. “All of the Glenfiddich am-
bassadors truly believe in the Alec Bradley brand and, in
turn, our territory managers all love Glenfiddich—what
they do, who they are, their history and the quality of what
they’re producing. We’re very confident in recommending
each other’s products. Truly, the consumer gets the ultimate
benefit because we are so passionate about what we’re doing
together around the country.”
These events are more than just a tasting and sampling of
products; they are experiences that educate attendees about
whisky and provide helpful tips on how to pair various Alec
Bradley cigars with different Glenfiddich whiskies. Retailers
and venues that have hosted one of these special Glenfid-
dich/Alec Bradley events have not only seen them packed
with consumers eager to learn about and purchase the prod-
ucts, but have noted that they’ve driven much-needed traffic
into their retail spaces.
“We’ve had calls from accounts that we’ve done pairing
events with and they’ll call us the next day to say, ‘That’s the
best event we’ve done in years,’” says Rubin. “We’re bring-
ing consumers to the next level.”
When seeking out a partnership that can benefit your brand,
what’s the key to teaming up with another company that can
give yours a boost? According to Bechard, it’s all about finding
a partner whose outlook and goals align with yours.