An Interview With Dr. Reto Cina
President and Chief Executive Officer, Oettinger/Davidoff Group
From the Print Edition:
Andy Garcia, Mar/April 2004
(continued from page 8)
A: For the time being, we are continuing with the existing Zino line as it is, but we are working on the remaining other Zino lines to get a more homogeneous picture of the Zino brand. Now there is a huge discrepancy between the traditional Zino line and the Zino Platinum line. We have to see how we can arrange to have both lines in harmony, one beside the other.
Q: Do you have any plans to launch any of the Zino Platinum cigars outside of the U.S.?
A: Yes, sure. We launched it last fall in Germany and Switzerland, and especially in Russia and in duty-free. You know that the duty-free still is for us a very important distribution channel, with almost 30 percent of our turnover going through duty-free.
Q: The Zino Platinum Crown is expensive, and I think it may be record-setting in terms of a price for a regular-production, non-Cuban cigar. Were you at all worried about putting a price on one of your company's cigars that was higher than the price of your Davidoff white label cigars?
A: No, because we were absolutely aware that it will remain a small community who are really able and eager to be ready to pay such a price for such a cigar. So it actually even doesn't enter into competition with the white label, and it was really the aim to have the chance to get the attention of the celebrities, politicians and all these kinds of people, and if you don't come out with something really special, extraordinary, you won't get this attention, especially not for a product like cigars, which is unfortunately not in everyone's favor. So that was the basic strategy, really putting the price to a level that everybody really thinks, ‘Oh that's great, I cannot afford it.' It is the same thing with Mercedes. Once there were only expensive Mercedes, then they launched the E line, then the C line, then the A line. And if you are asked, Which car do you drive, certainly you say, Well, a Mercedes. And as long as you are not obliged to mention that it's only an A model or a C model, you are within this Mercedes community. And exactly the same will happen with Zino Platinum.
Photos by Bob Schatz/Getty Images
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