Edgar Cullman Jr.
CEO, General Cigar Company
Marvin R. Shanken
From the Print Edition:
Demi Moore, Autumn 96
(continued from page 6)
Cullman: We've held it just for this purpose. What really gave us the idea was when we did the Partagas 150 [Signature Series] and saw how successful that was.
CA: The filler, binder and wrapper, it's all almost 20 years old?
Cullman: There's very little tobacco that old. I don't how many boxes we're going to be making of it, but we will have about 50,000 cigars of the 1978, 125,000 of the 1984, 400,000 of the 1988, and the new vintage, the 1993, will be in excess of a million cigars over several years.
CA: How do they taste?
Cullman: These are wonderful cigars.
CA: Let's talk about Partagas. I assume Partagas has enjoyed solid growth for the last four years, so that now it is in the 6 to 8 million range of unit sales?
Cullman: That's right.
CA: Obviously the introduction of the Partagas 150 caused a lot of interest on the part of consumers and the trade and was a very successful introduction. How has it affected the awareness and the positioning of Partagas for the future?
Cullman: I think it was a real teaser. I mean, it was a unique package, it was as we said in the advertising, "Once they're gone, they're gone," and so it was a real boost to the Partagas image--it added a tremendous cachet to the brand.
CA: What is the strategy for Partagas in the future?
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