Interview: Frank Llaneza of Villazon

A discussion with the president of Villazon & Co., makers of Hoyo de Monterrey and Punch.

Gordon Mott
From the Print Edition:
John Travolta, Jan/Feb 99

(continued from page 15)

CA: What's the combined production of your two major brands, Punch and Hoyo, and should we include Bances in there, too?

Llaneza: We're not making many Bances now. We're gonna revive it.

CA: Are you going to put that Nicaraguan wrapper on it that you showed me earlier?

Llaneza: We've got too many wise people here [laughter].

CA: I guess that's an answer. So, what's the combined production of Hoyo and Punch?

Llaneza: They are about evenly divided, with maybe a slight increase in favor of Punch.

CA: OK. Then the total for the two is about 25 million?

Llaneza: Yes. Easy.

CA: Do you have plans to bring Bances back to market in a big way?

Llaneza: Yes, I don't know how big. My recommendation would be to basically bring it back in a slow way. There're so many changes that are coming about now. If you look in the catalogues, you see a lot of manufacturers that are making a million private brands and making bundles. So, it's important to launch it in the right way.

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