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An Interview With Guillermo León

President, León Jimenes Cigars
Gordon Mott
From the Print Edition:
Chuck Norris, Jul/Aug 98

(continued from page 10)

León: Europe, primarily duty-free shops. We also have a tremendous image campaign there.

CA: Is it the same ad campaign as in the United States?

León: No, not the same one. Over there, we don't have the same concept in regard to the family. The same things don't work over there.

CA: You also have a relationship with other brands, such as Lone Wolf. How many other brands do you make?

León: Our number-one private brand is Savinelli Oro, made with a Sumatra wrapper.

CA: Is it made in the same factory?

León: Yes, it is. We have had a very favorable customer response.

CA: What's the production level on Savinelli Oro? How much did you produce in '97?

León: In 1997, we made about 600,000. In 1998, we are projecting about one million. It was a project that started recently, and the start-up coincided with the collapse of the market. So, we don't have projections for beyond 1998, but they are working hard on the brand.

CA: Does that mean you are not producing it now?

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