THE highly-respected team at Joya de Nicaragua explained a subtle change in their marketing strategy as well as record numbers during this year’s InterTabac.
The country’s oldest cigar factory used to run the slogan ‘The Most Nicaraguan Cigar.’ Revealed at this year’s show was a subtle change in message to ‘For Those In The Know.’
‘It’s just a gentle refresh,’ smiles Juan Martinez, the company’s President. ‘We think it better expresses how we are regarded by those who know and love us; they know a good thing when they see it.’
Joya’s booth was strikingly busy during the tradeshow and Martinez confirmed that a ‘new world order’ was seemingly now in place for cigars.
‘Covid changed us all, and it undoubtedly changed the cigar industry too,’ he says. ‘Exactly how that turns out remains to be seen, but it is certain that we are in an outstandingly busy time at the moment.’