With extensive experience and complete control over the processes of planting, curing, fermentation, manufacturing, brand design, exportation, and regulatory measures for tobacco products, Jonathan Almánzar and Linga Cigars offer a true cluster dedicated to driving the success and longevity of new boutique brands in the U.S. markets and many others around the world.
For this Dominican entrepreneur, achieving this array of services is a complex challenge, but not an impossible one. He is very clear that forming a team with the right people; experts who can support each stage of the business, from whom one can always learn to understand the industry in depth, is essential.
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Weakness or Strength?
Jonathan Almánzar is a businessman with significant experience in various markets, and based on this, he has developed a business-oriented mindset, regardless of whether it involves selling tobacco products or pharmaceuticals.
Although lacking a family tobacco tradition in this industry might be considered a weakness, he finds strengths in it and explains that being prepared for business allows him to leave the tradition to those who accompany him and the companies he subcontracts.
“A client does not come to smoke with my family tree —he illustrates—, but seeks my experience to create and strengthen their brand and business. Unlike other companies, we are prepared to comply with Europe’s Track and Trace regulations.”
According to Jonathan, this cluster strategy allows him to fully control the processes of planting, curing, fermentation, manufacturing, brand design, exportation, and regulatory measures, leading specialized teams that handle specific tasks while he focuses on organizing and steering all activities in the right direction.
“It’s about offering guarantees on the product being worked on while acquiring the necessary experience to ensure optimal quality in everything acquired outside the cluster, such as some raw materials or subcontracted packaging companies,” he clarifies.
Formula for Success
He states that there is no magical formula for achieving success, as within the premium tobacco industry, markets are varied and so are the needs. Therefore, the most important thing is to listen 90 percent of the time and speak only 10 percent: “It’s about understanding, asking, processing, thinking, and developing a suitable plan for each of our clients.”
If one aims to develop a cigar brand, the first step is to understand the market you wish to reach, clearly defining the specific segments of the audience, such as young people, for example; understanding their strengths, suitable flavor profiles, and other relevant aspects. What Linga offers is a high level of involvement, without losing the essence of why the client approached the company: “It is always considered what they had in mind as the original idea.”
New Companies
Among the strategies that the cluster presents and utilizes, the challenge for brand recognition stands out, as initially, it doesn’t matter whether a new company is considered good or bad, as long as it becomes known.
Linga’s offering includes the development of blends, packaging, formats, and bands, as well as establishing relationships with suppliers of each product and recommending the most appropriate means of promotion for the emerging brand.
Equally important is the advisory that Jonathan provides to each client, guiding them on the best business actions to take. This includes making a presence at major trade shows like the Premium Cigar Association (PCA) trade fair or InterTabac, the most significant events in the industry in America and Europe, respectively.
There is also the organization and participation in networking events with retailers and distributors operating in the target markets.
Dominican Route
According to Jonathan’s vision, the Dominican market is prepared to compete on a global level, especially at a time when there is a favorable political environment and a pro-business government that has put significant effort into supporting the sector.
Regarding the current boom in the industry, in the post-pandemic era, he believes that the market will stabilize, provided there is no new trigger from the formal entry of Asian countries into the tobacco sector.
In this regard, he highlights that the boutique market in the Dominican Republic is doing well but could be better with new sales strategies and more visits to foreign markets: “One must invest without expecting short-term profits. If you made $20 today, that’s what you should reinvest so that in ten years you can enjoy the results.”
He asserts that the greatest and best investment any business can receive is time and patience, especially when it comes to premium tobacco, an industry where no machinery can accelerate the processes.
From planting, the seed needs time to turn into leaves, which are then dried and undergo curing and fermentation processes. Then, in the cigar manufacturing, each pair of cigar makers cannot produce more than 350 to 400 cigars a day if a strict quality control is considered. In conclusion: “Tobacco is so mysterious and so tied to time that even to smoke it, you need a few minutes of tranquility.”
Instagram: @lingacigars
@almaycru
Web: https://cigarstorerd.com/
Facebook: LINGA Cigars
Adress: Respaldo Juan Tomas Mejia y Cote # 06 Sector: Arroyo Hondo Viejo Distrito Nacional Santo Domingo (DO) 10516 República Dominicana.
Phone number: 849-629-5449
Email: ventas@cralgroup.com
