Davidoff’s Partner Convention: Celebrating Escurio 10th Anniversary Limited Edition. And Much More Besides. Jean-Christophe Hollay Interviewed.
4 minutes read
Introduction by: Peter Marshall
This is Part 2 of TRunblocked.com’s exclusive coverage of the Davidoff Partner event held recently in Dubai. My interview with Jean-Christophe Hollay, Head-Partner Markets & Duty Free EMEA/Americas, does not only cover the important launch of the Escurio 10th Anniversary Limited Edition and the day’s events. It also goes deeper into category captainship, how retailers are now seeing cigars as significant drivers for multi-category purchases, Davidoff’s own exciting expansion into airport and cruise line lounges, and much more besides.
Peter Marshall (PM): Jean-Christophe, congratulations on the Partner Convention in Dubai. There was a real sense of family among the 100 or so guests from all over the world. There were many retailers and distributors here from both domestic and travel retail markets and a shared loyalty to Davidoff.
Jean-Christophe Hollay (JCH): Thank you, Peter. That was very much the spirit behind the event. “The Power in the Room 2.0” was not just the title of the event – it reflected the global loyalty to the Davidoff family across markets with guests from all over the world.
PM: I liked the structure of the day – from the Amazonica lunch celebrating the Davidoff Escurio line’s tenth anniversary, to the gamified workshop. What was the idea behind that?
JCH: We wanted to create stronger connections between attendees. Many did not know each other very well. The workshops focused on the role of water – particularly important for Escurio – and it allowed for learning in a fun, engaging environment.
PM: The event has clearly grown. You started in Marrakech with 70 attendees, it grew to 80 last year in Gstaad and now it’s 100 in Dubai. How much more can it grow?
JCH: We are currently evaluating that. Perhaps the format will evolve – maybe more roadshows, maybe a different concept. But one thing remains: finding exceptional locations just like Dubai. You can see the quality of the setting here – from the hotel and meeting rooms to the location in the heart of downtown Dubai.
PM: Absolutely, and last night’s gala dinner at the Palace hotel opposite the Burj Al Khalifa was spectacular. I edited a little video of the event. Let’s take a look.
PM: You mentioned the importance of keeping the event fresh. How do you plan to avoid repetition?
JCH: We have to bring substance and new experiences every time. It is important that our partners leave with new insights, not just memories of a good evening. We might even be a bit disruptive next year – but that is still being defined.
PM: Let’s talk about Escurio. It seemed to be a big hit at the event. Is the 10th Anniversary Edition now fully launched?
JCH: Yes, we launched on 10 April, and the buzz on social media has already been incredible. It showcases our art of blending – spicy Brazilian and creamy Dominican tobaccos with a combined age of 45 years, with one tobacco even aged in a spent bourbon cask. All of this gives it that distinctive and exceptionally complex character.
PM: And it’s a limited edition of roughly 190,000 cigars, right?
JCH: Correct. As with all our limited editions, demand is strong. We could produce more, but we deliberately keep them limited to maintain that sense of exclusivity.
PM: Does that make it collectible?
JCH: Absolutely. Some consumers collect them, but our primary goal is for people to enjoy the moment. That said, the response from collectors is an added bonus.
PM: So it’s not going to be the only launch this year, is it?
JCH: We are preparing further launches, which we will reveal in Cannes later this year.
PM: Just moving onto your presence in airports, Edward mentioned the brand new lounge about to open at Madrid Barajas. How important is this for Davidoff?
JCH: It is a major step. Airports are a multi-million-passengers platform for us, not just in terms of brand presence but also for retailers. Cigars are significant drivers of multi-category purchases; buyers often add spirits, chocolates, and accessories to their baskets.
PM: And that’s what you’re going to put in place in Madrid?
JCH: Exactly. Alongside the cigars, there will be a curated selection of high-end spirits . Accessories too. We are excited to materialize for the first time a premium cross category area that reflects our strategic approach in one of the most important airports in the world
.PM: How critical is the role of cigars in boosting basket size in travel retail?
JCH: Extremely. A cigar shopper often ends up buying across multiple categories. For retailers, that is a big opportunity. A box of Escurio already represents a significant basket size – it is a catalyst for wider spending.
PM: Indeed. So, with the launch of Escurio, other than your own boutiques, are you finding the retailers are prepared to give you more space?
JCH: Yes. Our approach is to focus on the category, not just ourselves. Retailers appreciate that. They see we are committed to growing the cigar category as a whole. We believe it is our role as category leader.
PM: You also have activations underway in Frankfurt and Dubai, correct?
JCH: Yes, both launched just before the official Escurio launch and are performing well. Activations outside the humidor are important – they help us reach shoppers who might not proactively seek out cigars, and about 50 % of cigar sales are for gifting. Even further and in line with our category approach our activity in Frankfurt is in partnership with a premium spirit brand.
PM: Speaking of gifting, do you see an opportunity to target women more directly?
JCH: We do not believe it is necessary to create “products for women.” Cigars, like wine or whisky, can appeal across genders. Interestingly, in one Davidoff Winston Churchill activation at Frankfurt airport, 55 % of purchases were made by women. That confirms the importance of making cigars accessible without over segmenting by gender.
PM: Could this influence future marketing campaigns like “The Difference”?
JCH: “The Difference” already emphasizes elegance and artistry, which naturally appeals broadly.
PM:Understood. Finally, what are your personal takeaways from this Partner Convention?
JCH: First, the spirit of positivity and goodwill in the room. Second, the great feedback on the professional presentations – it is important the event has substance. And third, seeing my team shine. They really created a warm, connected environment. It made me proud.
PM: And you were funny, too!
JCH: (laughs) I’m glad you think so. Maybe I have a second career ahead of me!
PM: It was a great event, Jean-Christophe – thank you and Eddie for your time.
