VCF’s Oliva brand redefines standards in the cigar industry
Thomas Gryson, VCF’s Export Manager & Travel Retail Coordinator and the co-founder of The Cigar Academy
Since Vandermarliere Cigar Family (VCF) acquired Oliva Cigars in 2016, the brand has transformed from a well-regarded name in the US market to a global leader in premium cigars, tripling its production from 13 million to over 42 million handmade cigars annually. The brand’s trajectory reflects a calculated growth strategy that combines VCF’s European market expertise with Oliva’s rich heritage in Nicaraguan craftsmanship. By focusing on elevating Oliva’s presence in duty free and international markets, VCF has propelled the brand to the top of the premium segment in both value and volume, particularly within travel retail.
As Thomas Gryson, VCF’s Export Manager & Travel Retail Coordinator, notes, Oliva’s appeal in regions like Asia, Africa and the Middle East highlights a shift in global demand. “In many markets, Oliva has become the number-one cigar from Nicaragua, and often, it leads the entire premium category,” Gryson states. This success is grounded in VCF’s commitment to understanding the nuanced preferences of a diverse global consumer base, especially as younger customers seek alternatives to Cuban cigars post-COVID. “We’re seeing a new generation who are more open to diverse brands, eager to explore new flavors and connect with unique stories,” he explains.
New frontier
For VCF, the travel retail channel has been pivotal in establishing Oliva as a globally recognized brand. Although initially cautious about duty free, VCF has come to view this channel as vital to Oliva’s international strategy. Gryson describes how showcasing Oliva in airports, cruise ships, and border shops has transformed casual encounters into lasting brand recognition. “Duty free retail has become a window to showcase our product. Travelers recognize Oliva in humidor displays and carry that experience forward, building brand awareness and loyalty,” Gryson says.
This year was the first that found VCF partnering with Neuhaus and Flor de Caña for a grand cocktail party on La Croisette at TFWA World Exhibition in Cannes
Travel retail’s unique position allows Oliva to engage an audience of well-traveled, discerning customers, many of whom are seeking new luxury experiences. This has enabled VCF to broaden Oliva’s reach, particularly in emerging markets, where demand for premium cigars is growing swiftly. In these spaces, VCF’s commitment to quality and product availability makes Oliva a natural choice among the premium offerings in duty free.
Consistency and craftsmanship
In an industry where limited editions often drive hype, VCF has opted for a different approach with Oliva, emphasizing quality consistency over constant novelty. “Our strategy isn’t about releasing limited editions year after year; it’s about cultivating a customer base who return for Oliva’s timeless quality and craftsmanship,” Gryson states. This dedication to classic, well-crafted cigars resonates with consumers who value reliability in a premium brand.
Oliva’s production process involves meticulous attention to detail at every stage, from sourcing tobacco from Nicaragua’s diverse regions to the expert techniques used in rolling each cigar. “Each Oliva cigar reflects the artistry of hundreds of hands that have worked to perfect it, and that’s what keeps our customers coming back,” Gryson says. This commitment to consistency not only sets Oliva apart in the global market but also aligns with VCF’s broader vision of building lasting customer relationships founded on trust and quality.
The Cigar Academy
Recognizing a gap in industry education, Gryson co-founded The Cigar Academy, an independent certification program unaffiliated with VCF, which aims to elevate knowledge within the cigar industry, particularly among retail staff. Modeled after sommelier programs in the wine industry, The Cigar Academy offers a structured, three-tier certification designed to enhance service quality across the travel retail landscape. This program is both timely and necessary, as retailers increasingly look for staff who can provide expertise in helping customers make informed decisions.
“Our goal with The Cigar Academy is to make cigar education accessible and structured, bringing a level of professionalism to the industry that it has traditionally lacked,” Gryson explains. By partnering directly with cigar makers, The Cigar Academy provides content that is both authentic and comprehensive. Retailers are seeing the value of this training, particularly in travel retail, where staff turnover is high and in-depth product knowledge is essential for meaningful customer interactions.
Travel retailers have embraced the program as a way to differentiate their offerings by providing a more personalized, knowledgeable experience. Gryson notes, “Well-trained staff not only feel more confident, but they also enhance the customer experience by guiding customers through cigar selection and sharing insights on flavor profiles and care.”
Last year was Oliva's first to produce a special Chinese zodiac edition for the Year of the Dragon; the company has just announced a Year of the Snake edition for 2025
Shaping the future
Despite its success, VCF navigates the challenges of an industry affected by complex regulations and shifting consumer behaviors. Gryson points to growing regulatory pressures and the need for a more nuanced understanding of premium cigars among lawmakers, who often categorize cigars alongside other tobacco products without recognizing the distinct craftsmanship and consumption patterns of premium cigars.
VCF is taking proactive steps to address these challenges by fostering greater awareness of the cultural and artisanal aspects of premium cigars. “We aim to communicate the depth and tradition behind cigars as a luxury product, distinct from habitual tobacco use. It’s about educating not just consumers, but also regulators on the heritage and craftsmanship that each cigar represents,” Gryson says. This approach not only positions Oliva as a luxury product but also advocates for fairer regulations within the industry.
Looking ahead, VCF’s strategy includes expanding Oliva’s presence in regions like Asia Pacific and the Middle East, where premium cigars are increasingly seen as status symbols. With a dedicated team for each market, VCF is carefully positioning Oliva to meet the diverse needs of international consumers while maintaining the brand’s core values of quality and tradition. Gryson believes this focus on regional preferences will be crucial for Oliva’s sustained growth in the coming years.
Vision of excellence
Through VCF’s commitment to quality, Oliva has not only secured its place in the global premium cigar market but also set new standards for customer engagement in travel retail. By combining craftsmanship with a visionary approach to brand growth and education, VCF is redefining what it means to lead in the cigar industry.
With The Cigar Academy and a focus on consistent, high-quality products, VCF is paving the way for a new era in premium cigars. Whether through airport humidor displays or on cruise ships, Oliva is becoming synonymous with an unparalleled luxury experience, drawing in customers who seek the best in craftsmanship and taste. Gryson and VCF’s forward-thinking strategies ensure that Oliva will continue to thrive as a brand built on legacy, quality, and the art of enjoying life’s finer moments.
