TOB Magazine

Santa Clara’s

offering of premium cigars and proprietary brands

makes it a strong partner for wholesalers and tobacconists in the U.S.

BY ANTOINE REID

[ 58 ]

TOBACCO BUSINESS

[

JULY

AUGUST

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Premium

Partner

PREMIUM

CIGARS

Since 1971, Burlington, North Carolina-based Santa Clara has been

distributing tobacco products to wholesale accounts throughout the

country. Its clients include other distributors, brick-and-mortar tobac-

conists, cigarette and tobacco outlets, wine and liquor stores, and con-

venience stores, among other businesses. Santa Clara’s slogan of “best

service, lowest costs, since 1971” has driven the company for decades,

fueling its innovation and growth. The company is more than just a

wholesaler—it’s a one-stop supplier for everything a tobacco retailer

needs to be successful.

With a huge selection of nationally branded premium cigars, mass

market cigars, pipes, pipe tobacco and accessories, Santa Clara has a lot

to offer any retailer that wants to set itself apart in meeting the needs

of its customers. After more than 40 years in business, Santa Clara has

evolved into one of the best wholesalers and business partners a tobac-

conist can have.

STEADY GROWTH

In the three years since joining Santa Clara, David Joyce, director

of wholesale operations, has seen steady growth. Santa Clara has

increased the frequency of its wholesale catalog, which features a wide

selection of handmade premium cigars and tobacco products. It has

also made internal improvements such as expanding its on-site call

center, updating its website to better showcase its products and current

promotions, and assisting customers in purchasing decisions that best

fit their needs. Joyce also attributes part of the company’s growth to

focusing the business on tobacconists and wholesalers that are strong

partners for premium cigars.

“We’ve hired people who work exclusively in the wholesale channel

to bring in new business,” he said. “They are reaching out to both ac-

tive and inactive customers to see how Santa Clara can help meet their

needs.” Regular attendance at relevant trade shows, such as the Tobacco

David Joyce,

director of wholesale operations