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With Edgar
Cullman’s
blessing,
Ramón set
forth the
exacting
standards
required for
Macanudo
cigars,
and these
methods are
still in play
today.
He’s also worked with his team to bring focus to the
quality, consistency and availability of the Kristoff prod-
uct. Over the years, the company has transitioned away
from independent sales representatives and instead has
in-house representatives who can focus more attention
on building the overall brand. The company’s marketing
efforts include print media, as well as social media and
in-store events to continually reach out to and engage
with Kristoff’s customer base.
In another move to control the brand and ensure
consistency and availability, Kristoff established its own
warehousing and logistics company, Exclusive Cigars
Imports. With this company, Kristoff is able to handle
his business’s warehousing and logistics needs and also to
provide similar services to other cigar manufacturers. All
of these moves have helped Case build a strong brand
and business model.
“Reinvesting back into your business is absolutely crit-
ical,” explains Case. “It is analogous to the stock market:
You need to be investing in it to make money, but know-
ing where to invest, or not to, is critical to your success.”
CALCULATE YOUR GROWTH
In order for a business to grow, Case says you need to have
a plan for growth. Larger manufacturers can rely on scal-
ability to spark growth. For example, larger manufacturers
can negotiate more aggressive pricing on raw materials
based on higher purchasing volumes. Kristoff, on the oth-
er hand, is a boutique company, which allows for a clos-
er watch on quality and consistency. Smaller companies
can also adapt quicker to changes in production and focus
more on product development and marketing.
“I absolutely embrace the boutique manufacturer
philosophy, but that does not mean we won’t continue
to grow the Kristoff brand,” Case explains. “I believe
we can continue to grow and still hold onto the things
that define us as a boutique manufacturer. We will
uphold the strongest quality control standards, draw
testing every cigar, double and triple fermenting the
finest tobacco available, [ensuring] optimal aging of
our cigars and more.”
Having the capacity and infrastructure to accommo-
date growth is key, in Case’s opinion. Every company
should have a calculated trajectory for growth and the
ability to adapt quickly to any changes that may impact
that plan. “While forecasting sales is an art, not a sci-
ence, there needs to be a disciplined approach to effec-
tively [managing] growth and trying to stay ahead of the
curve,” Case advises.
Another part of growth is expanding your team.
When choosing a new person to join the Kristoff team,
Case looks for experience and expertise. If he’s hiring a
new sales representative, Case looks for someone who
has sales experience and understands the demands of a
sales position—but they do not necessarily need to have
experience with the cigar industry.
“Just as important as experience is the honesty, integ-
rity and work ethic of the individual,” Case explains.
“These are the characteristics that I hold near and dear
to my heart, along with respect for others.”
PROBLEM SOLVER
In order to get more shelf space within retail stores, Case
describes the role of the sales representative as that of a
problem solver. It’s the job of the sales representative to
understand the concern or objection a retailer may have
toward bringing in certain products and offer a solution.
“If you knock down the barriers and stand behind the
Kristoff
Continued
[ 64 ]
TOBACCO BUSINESS
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SEPTEMBER
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OCTOBER
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