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S candinavian Tobacco Group is spotlighting Silencio – its premium handmade cigar brand – and its new travel exclusive release. It is also placing strong emphasis on the Captain Black brand and expanding into the emerging category of Nicotine Pouches. “We’re proud to introduce the Silencio Travel Exclusive – a curated sampler of six cigars elegantly presented in a reusable leather humidor,” said Lasse Randbøll Petersen, Director Central Eastern Europe & GTR, Scandinavian Tobacco Group. “This dual-purpose packaging offers cigar enthusiasts both a tasting experience and a stylish accessory. Sampler packs continue to resonate with travellers, whether for gifting or personal enjoyment. Their compact format and variety make them ideal for exploring new blends. By incorporating a functional travel humidor, we’ve elevated the concept – delivering both convenience and luxury in one compelling package.” Silencio is being developed as a global brand, with Scandinavian Tobacco Group taking a holistic approach – leveraging travel retail to complement and reinforce local market efforts. “This synergy helps us build consistent brand equity across borders,” Lasse Randbøll Petersen shared. Travel retail exclusives play a vital role in Scandinavian Tobacco Scandinavian Tobacco Group elevates travel retail with Silencio and category expansion Group’s strategy. “This channel allows us to introduce fresh, exciting offerings tailored to discerning travellers,” said Lasse Randbøll Petersen. “With global travel on the rise, we see growing opportunities in this channel. Today’s consumers are more inclined to invest in premium and luxury goods, which aligns perfectly with our focus on handmade cigars. Our presence in Cannes reflects this shift, and we’re confident in our ability to meet demand with high-quality, well-established brands.” Lasse Randbøll Petersen added that Scandinavian Tobacco Group values the chance to engage with key players across the travel retail ecosystem. “What makes TFWA especially inspiring is its diversity; it’s not just about tobacco and nicotine, but a broad mix of industries and trends that spark fresh ideas and innovation.” GoldenVillageGO8 Tuesday 30 September 2025 46 T F W A D A I L Y