As part of our ongoing commitment to offering our customers products that provide the perfect moments of enjoyment, we are continuously adding to the VILLIGER product range. Launching a new product is an incredibly time-consuming process. We asked Fabian Steffen, our product manager for machine-made products in Germany, to share how he and his team developed our new VILLIGER LONG RED & GREEN FILTER and VILLIGER AMERICANOS cigarillos.
Thank you for taking the time to talk to us today. First of all, can you tell us something about our new products?
Fabian: “We launched several new products at InterTabac, the world’s largest tobacco trade fair, which takes place every year in Dortmund. These included two different cigarillo lines for the German market. The first is the VILLIGER LONG. This filter cigarillo is available in two varieties: RED FILTER and GREEN FILTER. The line expands on our popular VILLIGER MINI cigarillos, which we now offer as a 9 cm version. This format is one of the most popular cigarillo formats in Germany. The VILLIGER LONG RED FILTER offers a creamy vanilla flavor. In contrast, the VILLIGER LONG GREEN FILTER delivers a refreshing caipirinha flavor. The matching sweetened mouthpiece provides a beautiful finish to the flavor of both cigarillos.
Then I would also like to introduce our new AMERICANOS cigarillos, which will be available in Germany from mid-November 2024. These filterless cigarillos do not contain any added flavorings. They are available in two popular varieties: SUMATRA and BRASIL. We are launching these classic products in a modern and high-quality metal case. Both varieties have been refined with Caribbean tobaccos, imparting a unique, spicy, and full-bodied flavor.”
What exactly led to the development of these products? What makes them so special?
Fabian: “The fact that flavored filter cigarillos have a market share of around 70% in Germany provides a clear argument for expanding VILLIGER’s range of LONG cigarillos. What’s more, this segment is still growing. With the majority of filter cigarillos sold in Germany being in the 9 cm format and the fact that VILLIGER had no product on the market here, it was an obvious decision for us to fill the gap. Our popular MINI filter cigarillos have been well received, so we decided to combine established and successful products with new ones. The combination of flavors and sweetened mouthpiece featured in both products has made them a tasty success.
By contrast, our AMERICANOS cigarillos are aimed at a more traditional market. Although our market share in terms of volume is smaller, this segment is still crucial to us. Most products in this market are sold in packs of 20. The modern design of our metal cases is guaranteed to catch the eye. The addition of Caribbean tobaccos gives these products a unique flavor that makes them a delight to smoke.
We are confident these two new cigarillo lines will be a resounding success in Germany.”
How long does it take to develop this kind of product?
Fabian: “It generally takes us one and a half to two years to develop a new product. This mainly depends on how quickly we can perfect the tobacco blend. The biggest challenge here is to match the tobacco blend with the wrapper in such a way as to ensure that the various flavors combine to create the desired smoke experience. That’s where our so-called Smoke Panel comes in. It consists of a select group of test smokers. Once the Smoke Panel’s feedback is so positive that we are satisfied with the result, we’ve reached a crucial milestone in product development.
That said, it is not only the product itself that is important. We are also constantly working on optimizing the packaging. This involves working out the content, size, material, design, and finishing and creating several different versions. The best option is then selected based on a range of criteria.”
What are the differences between the two product lines, VILLIGER LONG and AMERICANOS?
Fabian: “Since the product characteristics are completely different, the products are also targeted at different markets. More specifically, this means that the flavored filter cigarillos appeal to a different target group than the filterless cigarillos without added flavorings. Furthermore, we also offer different varieties within the product lines. The VILLIGER LONG comes in RED and GREEN varieties, each with a different tobacco blend and matching flavored mouthpiece. As mentioned earlier, RED features a creamy vanilla flavor, while GREEN boasts a refreshing caipirinha flavor. These cigarillos are relatively mild and thus also suitable for the occasional enthusiast.
The SUMATRA and BRASIL varieties of the AMERICANOS line primarily differ in their respective wrappers. The SUMATRA is made with a blend of primarily Indonesian tobaccos from the region of the same name and a pleasant wrapper from Ecuador. The BRASIL boasts a distinctive, spicy Arapiraca wrapper from Brazil. These slightly more classic varieties are also very popular with connoisseurs.”
Our customers in Switzerland might be wondering why these products are only available in Germany.
Fabian: “Germany is one of the VILLIGER Group’s key markets. Customers’ purchasing habits in the various countries differ significantly in some respects. Accordingly, they are also treated differently. The two markets – flavored filter cigarillos and filterless cigarillos without added flavorings – have enormous potential in the German market, which is why we are first introducing them in Germany. Having said that, it doesn’t mean things are set in stone. It’s quite possible that these products will be introduced in other countries later, such as in our Swiss home market.”
One final question: Do you have a personal favorite?
Fabian: “I’m a massive fan of flavored filter cigarillos. I was immediately impressed by the extraordinary and refreshing caipirinha flavor of the VILLIGER LONG GREEN FILTER. It is currently my absolute favorite.”
Many thanks, Fabian, for this exciting insight into product development. We’d like to offer you and the whole team our heartfelt congratulations: The VILLIGER LONG RED filter won the “InterTabac Star 2024” at InterTabac 2024 as the most interesting new product in the cigar/cigarillo category. Well done, everyone!
Fabian: “Thank you very much! We couldn’t be more proud of this achievement. Hopefully, our customers will love these new products as much as we do.”