Don Diego allies with hotels to get around ban for launch

Marketed by Godfrey Phillips India, the brand launched with its 40th anniversary edition in New Delhi and Hyderabad. Godfrey Phillips plans to extend the launch of the hand-made cigars from the Dominican Republic to all metros and mini metros by year-end. The company is using hotel events to showcase the cigars, which retail at US$9.7 apiece, or are available in specially carved boxes of 12 for $117. "We are talking with some five-star hotels to organise cigar parties and sampling," said Arun Joshi, general manager, cigars, at Godffrey Phillips. He added that the distributor was also looking at events in premium clubs as well as private parties at homes of socialites. Lifestyle stores at upscale locations will be approached to sell Don Diego cigars. The company also plans to use its database and that of hotel partners for mailers to top end clients. India's cigar market is estimated at $2.5 million -- which is tiny, but is growing at 25 to 30 per cent a year. The brand said it saw a good fit with the distributor's vision of being the leading player in premium tobacco products. Godfrey Phillips intends to develop and grow the cigar market in India, with support from Altadis on marketing strategies. "We are already in cigarettes and cigars, which completes our portfolio," Joshi said. Godfrey Phillips has put together a dedicated team to look after Don Diego's distribution although the company is using its large cigarette network as well. Godfrey Phillips has an exclusive arrangement since 2001 with Altadis to import and market its cigars in India. Targeted at the cigar afficionado, Don Diego is hand-made with full-bodied tobacco and -- like wine -- is left to mature for several years.