Habanos S.A. maintains the leadership in the Premium cigar market and increases market share.
La Habana, 26th February, 2009. – Manuel García, Commercial Vice-president of Habanos S.A., world leader in the Premium cigar market, presented the financial results of the company for 2008. This information was announced during the inauguration of the International Seminar of the XI Festival del Habano.
The global turnover of Habanos Group reached USD 390 million, more than 306 million euros, representing a 3% decrease over 2007. As Manuel García said, this moderate decrease is caused by the financial international crisis, which effects were stronger from 2008 last semester.
Another cause affecting the Premium cigars market has been the smoking restrictions held in some of the most important markets, like Germany, UAE, France, UK, Portugal and Holland. 11% fall in global passenger traffic has affected Travel Retail channel, which represents 24% of Habanos sales in terms of units.
Despite of these facts, sales of Habanos Premium cigars all over the world have increased a 1% market share, reaching 70% in regions where Habanos S.A. operates.
Western Europe is the leading market in regional sales, with 57%; followed by Latin America with 14%; and Middle East and Asia with 9%. Eastern Europe; Canada and Africa are ranked last. Among these, the regions that have grown the most have been Latin America, with 0.6%; and Eastern Europe, that has almost keep the same rates than in 2007.
With respect to the main brands, Montecristo is the best selling Habanos brand, with 25% market share in terms of value and 20% in unit sales. It is followed by Cohiba, with 23% in terms of value, and Romeo y Julieta, with 13%.
Main working lines for 2009
Consolidation and expansion of La Casa del Habano Franchise Network continues being one of the main strategic lines highlighted by Habanos S.A. for 2009. There are currently 144 Casas del Habano all over the world, being the majority in America, Europe and Asia. The total area for sales reaches 15.500 m2.
To reinforce market share, Habanos S.A. has also announced the opening of new specialized points of sales, “El Morro de La Habana”.
Habanos Corporation, world leader in the market of Premium cigars, commercializes Habanos in Cuba and in the rest of the world. To this end, it has a network of exclusive distributors in over 150 countries in five continents.
Habanos S.A. presently distributes a range of products consisting of over 80 formats in its 27 brands, including Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey, H. Upmann, Punch, San Cristóbal de la Habana, Trinidad and Cuaba; among others.