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S candinavian Tobacco Group’s primary objectives at TFWA World Exhibition & Conference are to strengthen relationships with existing customers, explore new business opportunities, and showcase how it continues to invest in driving sustainable growth within the cigar and next-generation nicotine categories. “We are also looking forward to discussing category development, consumer trends, and ways to create mutually beneficial growth opportunities with our partners,” explains Lasse Randbøll Petersen, Director Cental Eastern Europe & GTR, Scandinavian Tobacco Group. This year, Scandinavian Tobacco Group is excited to showcase a number of innovations across its portfolio. A key highlight is the introduction of new 5-pack and 10-pack premium handmade cigar formats, developed specifically for the travel retail channel to address growing consumer demand for convenience, gifting, and trial opportunities. “Alongside these innovations, we continue to focus on our four power brands: Silencio, CAO, Macanudo, and Alec Bradley,” says Petersen. “These brands remain central to our strategy and offer travellers a diverse range of premium handmade cigar experiences, catering to both seasoned aficionados and consumers newer to the category. We are also placing significant focus on the continued expansion of XQS nicotine pouches. Following strong performances and successful launches in selected markets, we see considerable opportunities to further grow the brand within travel retail. XQS has been well received by consumers thanks to its modern brand proposition, broad flavour portfolio, and strong appeal within the fast-growing nicotine pouch category. Overall, our ambition is to drive growth through a combination of category-leading brands, channel-specific innovations, and products that meet the evolving needs of today’s international travellers.” Travel retail exclusives continue to play an important role Scandinavian Tobacco Group targets travel retail growth with new formats and portfolio expansion in creating differentiation and excitement within the channel. “Exclusive products help retailers offer unique experiences to travellers while providing suppliers with a platform to showcase innovation and premiumisation,” says Petersen. “We believe exclusives are most effective when they deliver genuine value to both retailers and consumers. As part of our portfolio strategy, we continue to evaluate opportunities for travel retail-specific offerings where they can enhance the category and strengthen customer engagement.” Travel retail is a strategically important channel for Scandinavian Tobacco Group. It provides access to a highly international consumer base, offers excellent brand visibility, and serves as a showcase for premium products and innovation. “The channel also enables us to engage with consumers frommultiple markets through a single retail environment, making it an important platform for brand building, product discovery, and long-term growth,” Petersen shares. “We remain committed to investing in travel retail and supporting our retail partners with strong brands, relevant innovations, and effective category initiatives.” Scandinavian Tobacco Group continues to see opportunities across several key travel retail markets worldwide. Petersen highlights a focus on working closely with partners in regions where increasing passenger traffic, premiumisation trends, and strong consumer demand provide attractive growth potential. “Particularly, we see encouraging opportunities across Asia Pacific, the Middle East, and selected European markets, while also continuing to strengthen our position in established travel retail locations globally. Our approach is based on developing long-term partnerships and delivering solutions tailored to local market dynamics and shopper needs.” GoldenVillageGO8 Tuesday 29 September 2026 64 T F W A D A I L Y