Another Davidoff to be launched in Korea

Imperial Tobacco is to launch in South Korea a new version of Davidoff, according to a story in The Korea Herald.

The product will be launched through KT&G, with which Imperial has had a brand licensing agreement since 2010.

Roberto Ascoli, a divisional director at Imperial, said the licensing agreement had been a win-win strategy.

“They [KT&G] are the ones who have an infrastructure to quickly distribute and support brands,” Ascoli said. “And from their side, they also needed a partner with a premium brand—a brand that will compete with Marlboro and Dunhill. So there was a very much mutual benefit in working together.”

Ascoli’s remarks came during a short visit to Korea to discuss the imminent launch of the new Davidoff.

Sales of Davidoff also have benefited from KT&G’s market dominance, Imperial officials said, though they declined to reveal the figures.

KT&G is the dominant player in Korea, with a 62.6 percent market share in the first quarter.