Definitively Davidoff: Jean-Christophe Hollay Interviewed.
18 minutes read
Introduction by: Peter Marshall
Davidoff never stands still. Constantly reimagining what a premium cigar can be, the brand continues to invest in innovative blends, formats and concepts that anticipate evolving consumer tastes,occasions and budgets. From flagship airport sanctuaries to refined lounges at sea, Davidoff’s pioneering cigar spaces invite travellers to pause, connect and savour “time beautifully filled” in an environment where innovation, craftsmanship and service come seamlessly together.
This interview with Jean-Christophe Hollay, Head – Partner Markets and Duty Free EMEA/Americas, helps define why Davidoff is the market leader.
Peter Marshall (PM): Welcome back to TRunblocked.com, Jean-Christophe. Let’s start this conversation with Voyager’s Selection. You launched this on the day of our interview at TFWA Cannes last October as a premium assortment and travel retail exclusive collection. How has Voyager’s Selection actually performed versus your initial expectations – in volume, value and, crucially, in terms of shopper recruitment into the Davidoff world?
Jean-Christophe Hollay (JCH): Davidoff Voyager`s Selection has performed strongly since its launch at TFWA Cannes, exceeding our initial expectations across several key metrics. In terms of volume and value, sales have been consistently successful, with a particularly encouraging uptake in core travel retail locations. This confirms that there is a solid appetite for a curated, premium cigar offer tailored specifically to the travelling consumer.
Equally important is the qualitative feedback we’ve received. Shopper response has been very positive – both from existing cigar enthusiasts, who appreciate the quality and positioning of the range, and from shoppers desiring a unique gift. Davidoff Voyager`s Selection is clearly fulfilling its role as a gateway, helping to recruit and educate a broader audience by offering an accessible yet premium introduction to cigars.
From a distribution standpoint, we are still very much in an expansion phase. The initial rollout has gone well, and we continue to add new points of sale, increasing visibility and availability in key travel retail environments. This ongoing expansion is a critical driver for sustained growth and further shopper recruitment.
Building on this momentum, we are already preparing the next step in the journey: a new Davidoff Voyager`s Selection launching in May, featuring our two well-known Winston Churchill lines. This underlines both the confidence we have in the concept and our commitment to continuously refreshing the offer with iconic blends that resonate with travellers.
Overall, Davidoff Voyager`s Selection has validated our strategy: combining exclusivity, strong storytelling, and a premium yet approachable assortment is resonating with travellers and delivering tangible commercial results.
PM: What are the most surprising things you’ve learned about the travelling cigar consumer from Voyager’s Selection introduction so far – whether that’s preferred formats, willingness to trade up, or reaction to the “voyager/travel” narrative that sits at the very heart of the line?
JCH: In terms of learnings about the travelling cigar consumer, one of the most interesting insights has been the clear willingness to trade up when the proposition is right. Travellers are not simply looking for convenience – they are open to discovering more premium products if these are presented in a compelling, easy-to-understand way. The curated nature of Davidoff Voyager`s Selection, combined with strong storytelling, has clearly helped drive that behaviour.
We’ve also seen a preference for formats that balance quality with practicality. Travellers appreciate products that are easy to carry, giftable, and suited to different consumption occasions, which reinforces the importance of thoughtful assortment design in travel retail.
Finally, the “voyager/travel” narrative has resonated more profoundly than we initially anticipated. It creates an emotional connection that goes beyond the product itself, tapping into the mindset of exploration and discovery that defines the travel experience. This has proven to be a powerful innovation with immense appeal to all category shopper profiles.
Taken together, these insights are helping to shape how we further evolve Davidoff Voyager`s Selection – ensuring it remains relevant, aspirational, and closely aligned with the expectations of today’s travelling cigar consumer and shopper.
PM: Voyager’s Selection has also been linked with Charles Heidsieck Champagne in Frankfurt to create a cross‑category “Time Beautifully Filled” experience. How are you assessing the real value of that tie‑up: is it penetration into new shoppers, basket size, dwell time, or the broader halo effect it generates for Davidoff in travel retail?
JCH: Regarding the collaboration with Charles Heidsieck Champagne in Frankfurt, we are assessing its value across several complementary dimensions. While we are seeing encouraging signs in terms of increased basket size – driven by the natural pairing of cigars and champagne – the real strength of the activation lies in its ability to attract new shoppers and elevate the overall in-store experience.
The cross-category concept has proven particularly effective in increasing dwell time, drawing travellers into the space and encouraging them to engage more deeply with the brands. Beyond these immediate metrics, however, the broader halo effect is arguably the most significant outcome. By associating Davidoff Voyager`s Selection with a prestigious champagne house, we reinforce the luxury credentials of Davidoff and create a more aspirational, lifestyle-driven proposition.
An additional value comes from social media. The activation generated strong exposure, allowing both brands to reach beyond their core audiences. Cigar enthusiasts were introduced to the champagne universe, while champagne lovers discovered Davidoff – effectively broadening the audience for both. This cross-pollination significantly amplified visibility and extended the impact of the experience well beyond the physical retail space.
Ultimately, the initiative is not just about short-term sales uplift, but about building brand equity in travel retail – positioning Davidoff Voyager`s Selection as part of a wider, unique experience that resonates with discerning travellers and encourages discovery across categories.
PM: As we all know, you position Davidoff firmly in the world of luxury. Looking specifically at Voyager’s Selection, how are you working with key travel retail partners to make sure that the in‑store reality – space, visibility, staff advocacy – genuinely reflects that luxury positioning rather than defaulting to a more generic, transactional tobacco treatment?
JCH: Positioning Davidoff Voyager`s Selection within the luxury space requires a very deliberate and collaborative approach with our travel retail partners, ensuring that execution at point of sale truly reflects the brand’s premium credentials.
First and foremost, we work closely with partners on dedicated space and visibility, moving away from a purely transactional tobacco display towards an experiential, immersive, presentation. This includes elevated merchandising, storytelling elements, and clear segmentation that allows Davidoff Voyager`s Selection to stand out as a distinct offer within the category – also highlighted in the gifting area.
However, the most critical element is staff advocacy, and this is where we have placed significant focus. We have intensified our on-site training programmes, working directly with retail teams to build product knowledge, confidence, and the ability to engage travellers in a more consultative way. Rather than simply selling a product, staff are empowered to tell the story behind Davidoff Voyager`s Selection—its inspiration, its craftsmanship, and its relevance to the travel experience.
To support this on a scale, we have also developed a dedicated Academy training module specifically for Davidoff Voyager`s Selection. This ensures consistent, high-quality training across locations, equipping staff with both the technical knowledge and the brand narrative needed to elevate shopper interaction. The module is designed to be engaging and practical, helping teams translate luxury positioning into everyday conversations on the shop floor.
The combination of appropriate in-store execution and well-trained, confident staff is key. When these elements come together, we move beyond a standard tobacco transaction and fully bring the Davidoff Voyager`s Selection concept to life.
PM: Let’s move to Zurich. You have a long‑standing relationship with Avolta and Zurich Airport – from the Davidoff of Geneva flagship concept with its walk‑in humidor to the broader Davidoff tobacco offer in duty free. There was a special promotion there last month – what did it entail?
JCH: Our relationship with Avolta and Zurich Airport is indeed long-standing and strategically very important for us, particularly given the presence of the Davidoff of Geneva flagship store with its walk-in humidor as well as the broader duty free tobacco offer.
What made last month especially exciting was the opportunity to run a dedicated Davidoff Voyager`s Selection promotion for the very first time in Zurich. This was a milestone activation for us.
The promotion, which ran throughout April, focused on creating a more immersive and elevated in-store experience. We implemented enhanced visibility with premium displays, clear storytelling around the Voyager concept, and a strong emphasis on the travel narrative that sits at the heart of the range. In addition, trained staff were on hand to actively engage with shoppers, guiding them through the assortment and reinforcing the positioning as a curated, premium offer rather than a standard tobacco purchase.
Importantly, this activation also allowed us to connect the Davidoff Voyager`s Selection with the broader Davidoff universe present in Zurich, creating a seamless journey from the flagship humidor experience to the travel-retail-exclusive assortment.
From a performance perspective, we generated very good results within a relatively short activation window. The promotion delivered tangible shopper engagement and conversion, confirming both the relevance of the concept and the outstanding potential of Zurich as a platform for future activations.
Overall, the April promotion was not only commercially successful but also strategically significant – it demonstrated how, with the right execution and environment, Davidoff Voyager`s Selection can thrive even in highly mature locations, while continuing to recruit new shoppers and enhance category value.
PM: Ok, let’s turn to the Voyager Selection Winston Churchill line extension. Of course, Winston Churchill is one of your absolute pillars. In your view, what distinct travel retail needs is the Voyager’s Selection Winston Churchill expression solving, and how does it avoid potential cannibalisation of the core Winston Churchill and Late Hour ranges?
JCH: The Davidoff Voyager`s Selection Winston Churchill line extension is a very natural next step for us, but it has been developed with a clear and distinct role within the portfolio.
First, in terms of addressing a specific travel retail need, the Davidoff Voyager`s Selection Winston Churchill expression responds to the demand for an occasion-driven and accessible format within a globally recognised, iconic line. Travellers are often looking for products that are easy to understand, easy to carry, and suitable for immediate enjoyment or gifting. By integrating Winston Churchill into the Davidoff Voyager`s Selection, we are effectively translating a complex, story-rich range into a more simplified, travel-relevant proposition – without losing its luxury character.
It also taps into the mindset of the travelling consumer: moments of reflection, celebration, and sharing during a journey. Winston Churchill, as a symbol of character, depth and legacy, fits naturally into that narrative, and Davidoff Voyager`s Selection provides the perfect vehicle to express it in a way that is tailored to travel retail.
In terms of avoiding cannibalisation, this has been a key consideration from the outset. The Davidoff Voyager`s Selection Winston Churchill offer is clearly differentiated through its format, exclusivity, and positioning. It is not a replacement for the core Davidoff Winston Churchill or the Davidoff Winston Churchill The Late Hour ranges, which remain focused on a more comprehensive, aficionado-driven experience with a broader assortment of formats and deeper exploration of the blend.
Instead, Davidoff Voyager acts as an entry point and complement. It recruits new consumers into the Winston Churchill universe by offering a more approachable, travel-exclusive selection, while also serving existing enthusiasts who are looking for a convenient, well-curated option when on the move.
Ultimately, the two approaches work hand in hand: Davidoff Voyager`s Selection Winston Churchill drives accessibility and recruitment in travel retail, while the core and Late Hour ranges continue to deliver depth, variety, and connoisseurship. This clear segmentation ensures that we are expanding the overall franchise rather than shifting demand within it.
PM: Moving on, there’s also something special going on with a rejuvenated Avo now. How does this brand sit versus Davidoff, Zino and Camacho – in flavour profile, consumer mindset and price laddering? Where should it sit on the shelf, and how do you brief retailers so that they avoid overlap and build instead a coherent good‑better‑best cigar spectrum?
JCH: The rejuvenation of the Avo brand plays a very strategic role within our overall portfolio architecture – House of Brands, particularly in travel retail where clarity and segmentation are critical.
Historically, there has been a noticeable gap between the luxury positioning of Davidoff and the more accessible, mid-price offerings such as Zino and Camacho. With the new positioning of Avo, and especially with introducing the new Avo Line Expresivo, we are very deliberately closing that gap – creating a more seamless and logical price and quality ladder across the portfolio.
In terms of flavour profile, Avo is intentionally positioned as completely distinct from Davidoff, offering a more expressive and contemporary taste experience. Rather than focusing on restraint and precision, Avo delivers a profile that is more vibrant, rounded, and personality-driven, with a richer aromatic presence and a slightly more dynamic evolution on the palate. It remains elevated and refined, but in a more relaxed and modern way – designed to feel engaging from the first draw and consistently enjoyable throughout.
From a consumer mindset perspective, Avo targets a slightly more casual, lifestyle-oriented smoker. It is about enjoyment, ease, and sophistication without formality – bridging the gap between the exploratory, often younger or more price-sensitive consumer of Zino and Camacho, and the more discerning, occasion-driven Davidoff aficionado.
In terms of price laddering, the role is very clear:
Zino and Camacho represent the accessible, mid-price entry points, with distinct, bold profiles.
Avo now occupies the mainstream and sub premium segment, acting as a progression step.
Davidoff remains firmly at the top, delivering the full luxury experience.
This structure allows us to guide consumers naturally upwards through the portfolio, rather than forcing a jump.
Beyond this, a key pillar of our strategy is a distinctive brand design across the portfolio. Each brand is developed to target different customer segments independently, ensuring that it appeals to a clearly defined audience with specific needs and preferences. By offering products at different price points, we create flexibility in pricing and positioning, allowing us to compete effectively across multiple markets and occasions. In addition, each brand is supported by its own tailored marketing strategy, maximizing both reach and relevance while avoiding overlap.
When it comes to in-store execution and shelving, we strongly recommend a good–better–best segmentation that reflects this logic physically. Avo should be positioned clearly between Zino/Camacho and Davidoff – not mixed in, and not competing directly on the same shelf. This visual separation is essential to avoid confusion and to reinforce the step-up dynamic.
To support this, we brief retailers very explicitly with detailed planograms. Through guidelines, training, and increasingly through dedicated modules in our Academy, we explain not just where each brand sits, but why. The objective is to avoid overlap and instead create a coherent journey for the shopper – where each brand has a clear role, a distinct identity, and a defined price point.
Ultimately, the new Avo positioning strengthens the entire portfolio. By closing the previous gap in the sub premium segment, we enable better recruitment, smoother trading-up, and a more intuitive in-store experience – benefiting both retailers and consumers alike.
PM: I understand you’ve also confirmed plans for a new sub‑premium line. In the broad portfolio that you already command, what precise strategic gap will this sub‑premium proposition fill? And is it primarily about recruitment, volume or simply defending against down‑trading in tougher macro conditions?
JCH: The introduction of a new sub-premium line with Avo Expresivo is a very deliberate and forward-looking step within our overall portfolio strategy. While we already cover a broad spectrum with Davidoff, Avo Core, Zino and Camacho, there remains a clearly defined sub-premium segment that is highly competitive and where we have not actively participated so far.
This new proposition is designed to enter that specific space, addressing a consumer who is already familiar with cigars but is looking for a more accessible, everyday option within a trusted brand environment. It is not about entry-level pricing, but rather about offering a credible, quality-driven alternative in the sub-premium tier, where purchase decisions are often more frequent and occasion-driven.
Strategically, the focus is primarily on recruitment and retention within this segment. The line allows us to engage consumers who might otherwise remain outside of our portfolio, while also offering an option for existing smokers who are seeking flexibility across different occasions without leaving our brand universe.
At the same time, it naturally plays a role in mitigating down-trading in more challenging macroeconomic environments. By having a strong presence in the sub-premium category, we can retain consumers within our ecosystem, rather than losing them to competitors in this highly contested space.
Volume will be an important outcome, given the dynamics of the segment, but the real strategic value lies in completing our portfolio coverage. By entering a niche where we have not been present until now, we strengthen our overall competitiveness and create a more comprehensive offering across all relevant price points.
As always, the key will be clear differentiation and disciplined positioning. The sub-premium line Avo Expresivo will have its own identity, ensuring it complements brands like Zino and Camacho rather than overlapping with them – ultimately reinforcing a coherent and well-structured portfolio that supports long-term growth.
PM: Developing this, how do you protect Davidoff’s luxury halo while taking a bolder step into sub‑premium? What are the non‑negotiables in blend quality, packaging cues and in‑store placement that ensure the line feels credibly part of the Davidoff universe without diluting the core brand?
JCH: Protecting the luxury halo of Davidoff while stepping into the sub-premium segment is absolutely central to how we approach this launch. It is not about stretching the Davidoff brand downward, but about expanding the portfolio in a disciplined and clearly segmented way.
There are a number of non-negotiables that guide us:
First, blend quality remains fundamental. Even at a more accessible price point, the product must deliver a consistent, enjoyable, and well-balanced experience. While the complexity and depth will naturally differ from Davidoff’s super-premium offerings, the craftsmanship, construction, and reliability cannot be compromised. This is essential to ensure that any first interaction with our brands builds trust and encourages progression within the portfolio.
Second, packaging and design cues play a critical role. The sub-premium line Avo Expresivo will have its own distinct identity, but it will still reflect the broader Davidoff universe through attention to detail, clean design, and a sense of understated quality. At the same time, we are introducing exclusive packagings for travel retail, including fresh packs and étuis, which will not be available in the domestic market. This exclusivity reinforces the travel retail proposition while offering added convenience and relevance for travellers.
Third, in-store placement and execution are tightly controlled. We work with partners to ensure a clear separation between the sub-premium line Avo Expresivo and Davidoff’s core luxury range. This includes distinct shelving, pricing communication, and storytelling. The goal is to avoid any blurring of price perception, while still allowing for a logical and intuitive progression path for the shopper.
More broadly, this is about portfolio architecture discipline. Each brand – whether Avo, Zino or Camacho – has a clearly defined role, audience, and price positioning. The sub-premium line Avo Expresivo follows the same principle. It is designed to complement, not compete, and to act as an entry point into the wider brand universe.
Ultimately, protecting the Davidoff halo comes down to clarity and consistency: clear differentiation in product, design, and placement, combined with an uncompromising approach to quality. When these elements are aligned, we can confidently broaden our reach without diluting what makes Davidoff a true luxury brand.
PM: Let’s turn our attention to what you have built in Jeddah, because this really feels like a genuine step‑change. This is clearly aimed at creating a sanctuary that lives up to your “Time Beautifully Filled”. But just how significant is this opening for your global travel retail strategy and what feedback have you been getting.
JCH: The opening of our lounge in Jeddah is indeed a genuine step-change for us and a very significant milestone within our global travel retail strategy.
At its core, this is not just another point of sale – it is a fully immersive brand experience, designed to bring our “Time Beautifully Filled” philosophy to life in a tangible way. Travel retail has long been about transactions, but with this lounge, we are elevating it into a destination in its own right: a sanctuary where travellers can slow down, engage with the brand, and truly enjoy the moment.
Strategically, the importance lies in demonstrating what the future of premium cigar retail in travel environments can look like. It sets a new benchmark – not only for us, but for the category – by combining retail, hospitality, and experience in a seamless way. This is particularly relevant in a market like Saudi Arabia, where there is a strong appreciation for luxury, hospitality, and high-quality environments.
In terms of feedback, the response has been extremely positive. Travellers are genuinely appreciating the elevated setting, the sense of exclusivity, and the opportunity to spend time in a refined, comfortable environment. We are also seeing strong engagement levels, with visitors spending more time in the space and interacting more deeply with the brand and the products.
Overall, the Jeddah lounge is much more than a single location – it is a proof point for our long-term vision. It shows how we can move beyond traditional retail formats and create meaningful, memorable experiences that strengthen both brand perception and business performance in global travel retail.
PM: So, in real terms, how do you measure success for Jeddah beyond simple sales per square metre? Are you actually tracking dwell time in the lounge, conversion from humidor visit to seated consumption, or repeat visits from the same travellers – potentially using pre‑order, booking or CRM tools to understand behaviour over time?
JCH: Success for the lounge in Jeddah goes far beyond traditional metrics like sales per square metre. While commercial performance is important, this concept is fundamentally about engagement, experience, and long-term brand building, so we look at a much broader set of indicators.
One of the key metrics we actively track is dwell time. The lounge is designed as a destination, so the amount of time travellers choose to spend in the space is a very strong indicator of its relevance and appeal. Encouragingly, we are seeing significantly longer dwell times compared to traditional retail environments, which validates the experiential approach.
We also look closely at conversion along the journey – for example, how many visitors move from the humidor into the lounge for seated consumption. This transition is particularly important, as it reflects a deeper level of engagement with both the product and the brand.
Another key dimension is quality of interaction. This includes the depth of engagement with staff, participation in guided tastings, and overall feedback from guests. These qualitative insights are critical in assessing whether we are truly delivering on the “Time Beautifully Filled” promise.
Ultimately, the Jeddah lounge is measured as a holistic ecosystem: combining commercial performance with experiential metrics such as dwell time, engagement, conversion, and repeat visits. When all of these elements come together, they create not just a successful retail space, but a powerful platform for long-term brand equity in travel retail.
PM: Just drawing your answers together, if you put Voyager’s Selection, the Voyager Winston Churchill extension, Avo’s rejuvenation, the coming sub‑premium line and the Jeddah lounge all on one strategy board, what’s the common thread? What is the clear narrative that you want retailers, and ultimately travellers, to take away about Davidoff’s role in travel retail over the next three to five years?
JCH: If you place all of these on one strategy board, the common thread becomes very clear: it is about building a complete, coherent and future-ready cigar ecosystem in travel retail.
At the heart of this strategy is a shift from being purely a product-led business to becoming a consumer journey-led brand. Each of these initiatives plays a specific role along that journey – from recruitment at entry level, through progression across clearly defined brands, all the way to immersive, high-end experiences.
Davidoff Voyager`s Selection and its Winston Churchill extension are about curation, accessibility and storytelling, making premium cigars more relevant and engaging for travellers. The repositioning of Avo strengthens the bridge between segments, ensuring a smooth and logical step-up within the portfolio. The sub-premium line addresses the gap, allowing us to recruit new consumers and participate in a segment where we have not been active before. And the Jeddah lounge represents the ultimate expression of the brand, transforming retail into a destination and delivering on our “Time Beautifully Filled” philosophy.
What connects all of this is a commitment to clarity, segmentation and experience. Each brand and initiative has a clearly defined role, a distinct audience, and a specific place within our House of Brands. This avoids overlap, strengthens the portfolio, and makes it easier for retailers to execute and for travellers to navigate.
For retailers, the message is that we are creating a structured, premium yet scalable offer – one that drives recruitment, encourages trading-up, and enhances the in-store experience. For travellers, the takeaway is equally clear: whether they are discovering cigars for the first time or seeking a refined, memorable moment, Davidoff is there at every step of the journey.
Over the next three to five years, our role in travel retail is to lead the transformation of the category – from a transactional space into a curated, experiential and aspirational environment. In short, we are not just selling cigars; we are shaping how cigars are discovered, experienced, and enjoyed in a global travel context.
PM: One final question, Jean-Christophe. What is the one thing you want retailers to do differently in the cigar category as a result of these initiatives – whether that’s in space allocation, staffing, data‑sharing, or a broader re‑thinking of cigars as a high‑value experience rather than a tightly regulated add‑on?
JCH: The one fundamental shift we want to see from retailers is a clear reframing of cigars from a commodity tobacco category to a high-value, luxury offer – with all the implications that has for space, staffing and mindset.
Too often, cigars are still treated as a transactional add-on within tobacco. Our initiatives – from Davidoff Voyager`s Selection to the lounge concept in Jeddah – demonstrate that this category has the potential to deliver far more: higher engagement, stronger margins, and a much richer connection with travellers.
In practical terms, this starts with dedicated, elevated space allocation. Cigars need to be clearly separated from commodity tobacco, with an environment that reflects their premium nature – whether that’s through walk-in humidors, curated displays, or even lounge-style concepts where possible.
Equally important is staff advocacy. Selling cigars is not about scanning a product; it’s about storytelling, guidance, and creating confidence. This requires trained staff who can actively engage with travellers and elevate the interaction beyond a simple purchase.
We also see strong value in closer data-sharing and collaboration, allowing us to better understand shopper behaviour, refine the offer, and continuously improve the experience. Insights around dwell time, conversion, and shopper profiles are key to unlocking the full potential of the category.
Ultimately, the shift is both simple and significant: manage cigars not as part of tobacco, but as part of a luxury lifestyle experience. Retailers who embrace this will not only differentiate their offer but also unlock a category that delivers disproportionately high value – both commercially and in terms of overall store perception.
