PCA Magazine Winter 2020

72 PCA The Magazine WINTER 2020 PREMIUMCIGARS.ORG Five Questions WHAT HAS YOU MOST EXCITED ABOUT KRISTOFF RIGHT NOW? There are a number of things I’m excited about at Kristoff. Besides having the opportunity to work with a team of amazing people within the Kristoff Family, I’m also excited about our continued growth both nationally and internationally. We are currently in 39 other countries outside the U.S., and that number continues to grow. In addition, we will be launching a new blend in Q2 next year, which I am especially energized about. The blend contains new and rare tobaccos that likely have not been used in the industry thus far. Stay tuned for more details. WHAT’S THE MOST IMPORTANT LESSON YOU’VE LEARNED SINCE YOU BEGAN WORKING IN THE PREMIUM TOBACCO INDUSTRY? This is a great question. For me, it is never losing focus of quality, consistency and availability, which is our business mantra. We are constantly mindful of ensuring we are using the finest tobaccos, using best construction techniques and following strict quality control standards. Moreover, the consistency of our cigars can never be compromised in either flavor or construction. Lastly, we are very careful not to short-supply the market. If a SKU is not on the shelf for any significant length of time, it is “out of sight and out of mind,” and you run the risk of losing customers. WHAT HAS YOU MOST CONCERNED ABOUT THE PREMIUM TOBACCO INDUSTRY? I think my concerns are similar to many manufacturers, which is the regulatory environment. If the regulations go through unchanged, the consequences to many—if not most—manufacturers will be devastating. That being said, there are some very bright people who are working hard on legal and legislative efforts to change pending regulations—or to exempt premium handmade cigars altogether. I am cautiously optimistic that the industry will see a favorable outcome. WHEN NOT THINKING ABOUT CIGARS, WHAT ARE YOUR PASSIONS? When I’m not traveling and a have few days to relax, I enjoy camping (more like “glamping”) in our travel trailer and spending time on the water, fishing. For me there is nothing more relaxing and enjoyable, especially when I’m doing this with family and friends. WHERE DO YOU SEE KRISTOFF IN FIVE YEARS? I’ve always said “this is a marathon, not a sprint.” I expect Kristoff to continue to capture additional market share, both nationally and internationally. We will achieve growth with continued focus on quality, constituency and availability, continued expansion of new blends, and maintaining an outstanding Kristoff team. 1 . 2 . 3 . 4 . Glen Case 5 . KRISTOFF CIGARS