Altadis U.S.A. Returning To PCA Trade Show
After a hiatus from the Premium Cigar Association trade show that lasted a few years, Altadis U.S.A. will be returning to the event this July. The company—which produces brands such as Montecristo, H. Upmann and Romeo y Julieta—cited a more cost-efficient booth and a commitment to its retailers as justification for its return.
“Our trade strategy is determined each year, based on the needs of our customers and market conditions,” said Javier Estades, president and chief executive officer of Tabacalera USA, Altadis U.S.A.’s parent company. “As we launch our ‘Stand in Front’ campaign which confirms our long-standing commitment to our customers, Altadis will be present at the PCA show and we are extremely excited to meet with our customers there.”
The PCA trade show, which will take place in Las Vegas beginning July 7, is the premium cigar industry’s premier convention, providing a forum for major cigar manufacturers and retailers to transact business in person. Traditionally, it’s also been a showcase for new products. But in 2020, four of the larger manufacturers of premium cigars—Altadis U.S.A., Davidoff of Geneva, General Cigar Co. and Swisher International, the parent company of Drew Estate—shook up the industry when they jointly announced that they were no longer participating, citing a need for structural changes within the PCA.
As it turned out, the 2020 PCA trade show was canceled due to the pandemic. But none of the “Big Four” have attended the convention for the last two years. Altadis had pointed to “increased costs and lower return” as a primary reason for initially pulling out. That’s changing this summer. General Cigar announced that it would be returning in 2023 (via its Forged Cigar Co. subsidiary), and now Altadis has followed suit. Estades tells Cigar Aficionado that a smaller footprint on the showroom floor and a more efficient booth layout were also some of the driving reasons for Altadis’ return.
“We are of course pleased that Forged and Altadis are returning to the PCA trade show,” says Scott Pearce, executive director of the PCA. “I believe it is a testament not only to the importance of the show and the ability for retailers and manufacturers to interface in meaningful ways, but also the work the PCA board has done over the past few years to make positive changes for the trade show as well as the association.”
As of now, neither Swisher nor Davidoff have given any indication of returning to the show.
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