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STG’S ALASTAIR WILLIAMS SHARES HIS TOP TIPS FOR STELLAR SALES

“To boost cigar sales, it’s important that retailers stock the right range rather than a big range, as the top ten brands account for over 90% of sales – so don’t tie up your cashflow with slow moving brands.

“It’s also always worth reminding retailers that as cigars are exempt from the plain packaging legislation, we recommend they stock them on the middle shelf of the gantry where they are visible, and more likely to be purchased by adult smokers who can see them.” e new capsule product provides adult smokers with “double the avour” by combining two on-trend avours –peppermint and berry mint.

Commenting on the launch, JTI Marketing Director Mark McGuinness says: “Sterling Dual Capsule Leaf Wrapped has had a strong couple of years since launching in 2019 and we wanted to build on this success by providing retailers with new avours that respond to current trends.

“We know that berry is already a popular avour within other categories, such as Vape and Heated Tobacco products, so with this innovation we know we can help retailers drive incremental sales in their store.

“What’s more, the lower price point and the fact we can o er a 10-pack, means retailers can cater to those shoppers looking for value-for-money tobacco options – something we know is important for many right now.”

Alongside cigarillos, STG’s Williams also urges local retailers to sharpen their sights on miniatures, which remain “the engine room of the cigar category”.

“By far the biggest player here is our Signature range, which is ably supported by our Moments brand, which o ers a good quality smoke at a cheaper price,” he adds.

“ e cigar category remains an important part of your tobacco o er, not only for the revenue it brings into your till, but as a driver of footfall and repeat business from regular customers and the associated basket spend which goes with that.

“ e other thing worth mentioning here is pro t margins, as cigars’ are typically three times those of cigarettes.

“For example, our Moments Blue brand o ers up to 18% margin when sold at its RRP, and there’s certainly not many products in the wider tobacco category that can match that,” he concludes.

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