Date: April 2020
Author: Inspector Z

J.C. Newman joins Dutch Corona initiative. The Brothers of the Leaf vs Corona initiative from the largest independent cigar importer and distributor in The Netherlands, Longfiller Company. In the last few weeks, Longfiller Company owner Sasja van Horssen and several of his suppliers joined forces to help Dutch tobacconists through these rough times.

With the initiative, both the manufacturers and Longfiller Company cut their margins down by a considerable amount. The extra discount will be given to the tobacconists. The Netherlands work with a fixed tobacco price system and this initiative boosts their gross margin on each cigar by an extra 35%. That should make up for a lot of the lost profits due to the coronavirus pandemic. Even though the shops are allowed to remain open, business is much slower than usual. Lounges have to be closed. Both the manufacturers and Longfiller Company realize that the tobacconists are a vital part of the supply chain. But also the most vulnerable when it comes to economics. Therefore they joined forces to support all the Dutch tobacconists.

J.C. Newman is the latest brand to join the BOTL vs Corona movement. It started with Oliva, La Sagrada Familia, Rocky Patel, Joya de Nicaragua, and Plasencia Cigars. Soon after, PDR Cigars and Condega cigars joined as well. Just as My Father Cigars, Tatuaje, and A.J. Fernandez. According to Van Horssen, he’s been in touch with other manufacturers as well. It’s likely that more companies will join the movement.

Ministry of Cigars - J.C. Newman joins Dutch Corona initiative


 But J.C. Newman is also partnering with retailers in the USA. They will offer a special on Brick House Cigars. With this deal, consumers will get 5 mix and match Brick House cigars, two Brick House Teaser cigars that have been aged for 5 years, and a J.C. Newman Torch lighter. And that’s not all, there is a social media component to the #BrickHouseAtMyHouse sampler as well.

If you post a picture of a Brick House cigar on social media with the hashtag you will enter a competition. The prize is a J.C. Newman 125th Anniversary backpack, filled with classic, stay-at-home games like dominoes and crosswords. There are 9 backpacks to be won. But there is also one grand prize. That is a Brick House “Man Cave” chair; a black recliner valued at $1,500. The competition will last until May 5th and a price winner will be announced on Friday, May 15th.

“We are continuing to look at this pandemic with a glass-half-full approach”If we can help our retailers, and give everyone a reason to relax with a good cigar then we are doing our small part.”

Eric Newman

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