TOB_Magazine

[ 54 ] TOBACCO BUSINESS [ MAY / JUNE | 18 ] word for “Panther”) and Mehari’s premium cigarillo brands, Royal Agio Cigars has become synonymous with high-quality tobacco enjoyment throughout most of the world. Yet, the company’s approach has yet to be emulated in the United States, where lesser-quality cigarillos dominate the market. Convinced that Ameri- can consumers are ready to discover the excellence of its premium cigarillos, Royal Agio Cigars is working might- ily to improve their market presence in the U.S. In the past year, the company has launched Royal Agio Cigars USA, based in Bradenton, Florida, to build American consumers’ awareness of its premium prod- ucts, with an initial focus on Panter premium cigarillos. Industry veterans George Margioukla and Jaime Florez- Estrada are leading the effort as president and vice pres- ident of marketing, respectively, tasked with building a sales and marketing team capable of improving the mar- ket share of Panter while also strengthening Royal Agio Cigars’ bonds with its retailers. To be sure, there’s a lot of work that will keep Margioukla, Florez-Estrada and the team they assemble busy, but, according to Florez- Estrada, the task is made easier thanks to the leading quality of Panter. “Royal Agio doesn’t know how to buy bad tobacco,” Florez-Estrada says. “They’ve been making cigars for so long and they buy so much premium tobacco that they have access to the best tobaccos available worldwide, which they then present to their consumers through their premium cigar offerings. American cigar consum- ers demand quality, and if they try a Panter they’re most likely going to love the experience.” Agio = Added Value Since their company’s inception as A. Wintermans & Zonen in 1904, the Wintermans family has built Royal Agio Cigars on the solid foundation of offering the best products they could make at reasonable price. In fact, the family so identified with maximizing value that they changed the name of their company in 1950 to Agio Cigars. “Agio” means “added value” in Dutch. In 2004, in recognition of the company’s long history and com- mitment to excellence, the Dutch royal family officially granted Agio Cigars the right to add “Royal” to its name as a sort of corporate knighthood. While delivering value is at the core of Royal Agio Cigars’ philosophy, in no way does this mean the com- pany cuts corners on the quality of its cigars. This is especially true of Panter and Mehari’s premium cig- arillos. For decades, the Wintermans family has trav- eled around the world seeking the best tobaccos that they could find and building relationships with the best tobacco growers. Top-quality cigar tobaccos from countries such as Ecuador, Brazil and Indonesia, as well as a host of other nations, go into each Panter and Mehari’s premium cigarillo. “We source the best cigar leaf available,” Florez- Estrada says. “People want to smoke the best, and the truth is you don’t have to compromise quality if you choose to smoke a small cigar. Smoking a Panter or Mehari’s does not compromise a premium quality cigar smoke because we use a quality of tobacco that’s not normally used for cigarillos. It exceeds consumer expectations and delivers a distinctive, smooth and flavorful cigar experience that satisfies even the most sophisticated palate.” Using top-quality cigar tobacco, Royal Agio Cigars has also pursued the best production methods to ensure the quality and consistency of its premium cigarillos. For years, each Panter and Mehari’s premium cigarillo was hand-rolled. By the 1970s, the company switched to making Panter and Mehari’s by machine. The machines could indeed make more premium cigarillos, but they also improved construction and consistency, thus guaranteeing that every Panter or Mehari’s pre- mium cigarillo offered the same satisfying, high-quality smoking experience. ➤ People want to smoke the best, and the truth is you don’t have to compromise quality if you choose to smoke a small cigar. STG Lane Continued Royal Agio Continued