TOB_Magazine

[ 56 ] TOBACCO BUSINESS [ MAY / JUNE | 18 ] Mass Appeal While both Panter and Mehari’s premium cigarillos are currently available in the U.S., Royal Agio Cigars USA is focusing on introducing its Panter line to a larger audience through the mass-market distribution channel. Panter will be introduced and marketed under the brand name “Panther” (the English translation for “Panter”) to more closely identify the brand with American consumers. Roy- al Agio Cigars is offering three Panther varieties in both filter and nonfilter premium cigarillo formats—Cognac Dipped, Cafe Deluxe (coffee flavored) and Sweets (vanilla flavored)—in 14-count packs for the price of 10, offering 40 percent more premium cigarillos at $6.99 per pack before state and local taxes. It is also making each of the three flavor varieties available in two-packs to encourage potentially skeptical consumers to try the Panther premi- um cigarillos. The two-pack’s suggested retail price will be $1.49 before state and local taxes. “There is a lot of loyalty among current Panter pre- mium cigarillo adult smokers—people who try it keep coming back for more,” says Florez-Estrada. “The launch of the Panther box format in the mass channel will help broaden appeal among younger adult tobacco consum- ers, with a high-quality cigar product that is convenient from a packaging and smoking time perspective. Panther appeals to cigarette smokers who are occasionally looking to upgrade to a premium tobacco experience in a familiar format, or to premium handmade cigar smokers looking for a shorter smoke but who do not want to compromise the quality of their smoking experience. The new box format with Panther branding will broaden the appeal and present more opportunities among consumers who appreciate quality tobacco experiences.” The new Panther premium cigarillos are being offered in stylish and attractive “shell and slide” boxes that fea- ture attractive packaging graphics and a much larger Panther logo than is currently used on the Panter metal tins. The packs are featured in a space-saving gravity-fed display that takes up no more than a foot of shelf space, which should help retailers maximize their profits per square foot. “The new, innovative format offers retailers an oppor- tunity to more easily merchandise Panther premium ciga- rillos and offers another convenient way for consumers to enjoy the smooth and flavorful Panther cigar experience,” says Florez-Estrada. “We’re tailoring these premium ciga- rillos for the U.S. market after several months of analyzing how we can better introduce them to more consumers.” The new Panther branding will be supported by an aggressive marketing campaign that features point-of- sale materials, appearances at trade shows and consumer lifestyle events, swag incentive items, advertising in both consumer and trade magazines, and an active presence on social media platforms. The Panther promotion- al campaign is the culmination of months of market research and dialogue with consumer focus groups and Royal Agio Cigars USA’s retailer advisory board. “Royal Agio Cigars is committed to the U.S. market for the long term, and we’re showing our ability to back up our products with support for the trade and consumers,” Florez-Estrada says. “Panther is a premium cigarillo that offers a lot of value for the price. For the trade, it’s about building stronger partnerships, and, for discerning con- sumers, it’s about generating awareness and excitement across multiple touchpoints.  In an age in which craft beers and other premium prod- ucts are increasingly appearing in convenience stores and other untraditional outlets, Royal Agio Cigars is sure that its Panther premium cigarillos will please adult tobacco consumers who demand higher-quality products. They are also confident that retailers will enjoy the higher prof- it margins that Panther offers. As a genuinely premium cigarillo, Panter has a long history of global success. With the product's new branding, Royal Agio Cigars is offering retailers a unique opportunity to help establish the premi- um cigarillo segment and brand in the U.S. “American consumers and retailers will discover what the rest of the world already loves: the premium quality of Panther,” Florez-Estrada says. “We’re confident that once they try a Panther, they’ll love it as much as the rest of the world does.” TB Royal Agio Cigars is committed to the U.S. market for the long term, and we’re showing our ability to back up our products with support for the trade and consumers. Royal Agio Continued