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Cigar News: Joya de Nicaragua Announces German Distribution Partnership

Joya de Nicaragua, the oldest cigar factory in Nicaragua, has announced an exclusive distribution partnership with Arnold André GmbH & Co. KG – the largest cigar producer in Germany. Up until now, Joya de Nicaragua was distributed by Villiger Söhne GmbH. It appears that, because Germany is such an important market to Joya de Nicaragua, they decided to go with a larger company to distribute their cigars in the hopes of reaching a larger number of consumers in this region. Here is what Dr. Alejandro Martínez Cuenca, Chairman & CEO of Joya de Nicaragua, said about this partnership:

“Germany has been one of our Company’s most important markets for many decades. It is with great pride that we begin a new phase of growth hand by hand with Arnold André, a company in which we have found the ideal partner to help us deliver enjoyment to more German consumers, by bringing them closer to Nicaragua’s very first and most authentic cigar.” – (www.joyacigars.com)

Not only is Joya de Nicaragua excited about this new opportunity, but, of course, Arnold André shares a similar stance:

“We are pleased to greet such a well-known company as Joya de Nicaragua as a partner on our side in Germany. The impressive assortment tempts with excellent craftsmanship. The exceptional tobacco compositions add a new taste to the well-established positive image of Nicaraguan cigars. Joya de Nicaragua is a compliment to the Arnold André portfolio of excellent long-filler brands and is a further highlight for German tobacco specialty shops and thus for cigar aficionados.” – (www.joyacigars.com)

It is interesting that Germany is one of Joya de Nicaragua’s most important markets; however, further research could give some insight into why they would want to capture this market. Here is an excerpt of an article from ERC regarding cigar consumption in Germany:

“Although well down on the peak reached in 2007, German cigar/cigarillo consumption was well over double 1990 levels in 2013. The market’s volatility has largely been due to the rise and fall of eco-cigarillos, prompted by changing tax regimes and the imminent threat of the removal of their tax advantage over cigarettes could well signal their demise altogether. Meanwhile, the other two sectors – classic cigarillos and classic cigars – are static and declining respectively.” – (www.erc-world.com)

German retailers will get a firsthand look at Joya de Nicaragua’s portfolio of cigars, including their new Joya Red at the upcoming Inter-Tabac tradeshow which takes place in Dortmund, Germany from September 19-21, 2014.

jdn andre

-Maxwell

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