Tobacco Business

[ 80 ] TOBACCO BUSINESS [ JANUARY / FEBRUARY | 22 ] Davidoff is known for its commitment to its customers’ success. There are different channels and levels of engagement within retail, thus Davidoff has a lot of different relationships to manage and foster. What remains constant, however, is that all retailers within Davidoff ’s network are equally important, especially after the events of the past two years. Davidoff ’s team spends the majority of its time staying focused on evolving and fine-tuning its brands, platforms and growth levers not only to help the company achieve its goals but also to allow its retail partners to achieve theirs. “We’ve taken the approach of trying to surround the entire force of our company around the customer, no matter how different they may be from one another,” states Dylan Austin, Davidoff of Geneva USA’s president. “Regardless, there is a brand, program or level that will work, and retailers who choose to engage with us will meet a committed member of the team that strives to meet their goals.” There are fewer than 500 Davidoff Appointed Merchants in the world that can sell Davidoff’s white-band products, and this small and exclusive approach to retail is intentional on Davidoff’s part. These retailers are the focus of the company’s efforts, time and resources. This is where Davidoff believes its brand comes to life and is a program that has long been a driver of much of Davidoff’s business. “Davidoff ’s Appointed Merchants program is a very exclusive club conceived by Dr. [Ernst] Schneider many decades ago when we first launched in the U.S.,” says Austin. “His concept on Appointed Merchants came from the impact Zino [Davidoff] made on him at the first shop in Geneva, [Switzerland]. He wanted this to be the way Davidoff ’s cigars were showcased around the globe. The impact of that experience, the quality of retailing and how he felt leaving the Davidoff store in Geneva was special. It was different. It was world class,” Austin explains. Davidoff ’s Appointed Merchants program remains important today, as does the close relationship between Davidoff and these special retailers. As travel became possible following a year of lockdowns caused by the COVID-19 pandemic, Davidoff and its team set out to connect with its retail customers in person through a series of special events. The connection between Davidoff and gastronomy has been part of the company’s marketing over the years, and in 2021 the company launched what it called its Gastronomy Tour. This special series of events amplified and broadened the link between Davidoff ’s premium cigars and world-class food. “This year, being able to bring this concept to life and have retailers participate in a more structured program was a success,” says Austin. “We are always looking for ways to amplify and fine- tune, so there is something to look forward to as we perfect the Gastronomy Tour and expand our partnerships.” The Gastronomy Tour—which included events in Texas, Pennsylvania and Florida, among other locations—involved many of Davidoff ’s team members sharing the stories of some of the company’s gastronomy partners that typically haven’t gotten their due amount of attention. With the hospitality industry taking such a hit due to the COVID-19 pandemic, the Gastronomy Tour was inspired by the desire of those at Davidoff to give back to the hospitality industry in an exciting and invigorating manner. On Nov. 10, 2021, Davidoff put the spotlight on some of its top retail partners during the annual Golden Band Awards. The event was held at the Biltmore Hotel in Miami, and several retailers were recognized during this exclusive night. “The Davidoff Golden Band Awards go beyond just an in-person event. It is where we celebrate the amazing achievements of Davidoff ’s best-performing business partners,” says Austin. “Aside from that, it is one of the few, if not the only, brand/company- hosted events where retailers compete throughout the year to take the stage and be recognized for their success. The Golden Band Awards is one of my favorite events of the year—and even more so since I took my role as president in 2019. The two that I have had the honor to host have been rewarding experiences for me. It is always nice to be recognized, but what I’ve learned is that it is even more rewarding to recognize someone else—to make their big moment, especially considering most are family-owned businesses that have made significant efforts to drive our brands forward.” In the category of Best Performance of the Year, The Tobacconist of Greenwich won the award for single location, while Blend Bar with Davidoff Cigars-Indianapolis won the award for multiple locations. For Best Growth of the Year, Aventura, Florida-based Cigar Box won for single location, and Casa de Montecristo in Countryside, Illinois, won for multiple locations. The Best Brand Building of the Year award went to Shore Thing Cigars, a lounge owned and operated by Paul Copeland and country music star Luke Bryan. Davidoff ’s Best Appointed Merchant of the Year award went to East Greenwich, Rhode Island’s Regency Cigar Emporium. Much like the Gastronomy Tour, this formal and exclusive event also featured special spirits and cigar pairings as well as a fine dining experience. TB Davidoff's team along with the owners of Blend Bar with Davidoff Cigars-Indianopolis during a stop on the Gastronomy Tour.