Mazaya returns to Cannes with yacht and stand; talks up shisha segment

By Andrew Pentol |


Rawan Elayyan, Global Duty Free Manager, Mazaya.

Mazaya will once again sail into Cannes on its luxury Princess Illuka yacht for the TFWA World Exhibition, where it will also have a stand in the yellow village (H53).

The yacht will offer a comfortable environment for tobacco buyers to sample the Jordanian brand’s shisha flavours. These include lemon mint, two apples, grape with mint (pictured below) gum and new mixes such as ruby crush and strawberry cream.

In addition to shisha, visitors can enjoy a traditional spread of Arabic and regional food, fruit and snacks. This is imagined and displayed by leading food blogger Samira Kazan.


Rawan Elayyan, Global Duty Free Manager, Mazaya said:  “If you don’t yet offer shisha tobacco as part of your tobacco offer, then meet with us in Cannes to find out why you’re missing out on a really good opportunity for additional sales.

Mazaya-Grape-and-Mint“The shisha trend continues to grow outside the traditional stronghold of the Middle East and retailers in Europe, Asia and the US are becoming more and more interested and receptive to the concept.”

Once listings are finalised, Mazaya will support retailers as much as possible, given the various legal restrictions for tobacco. The brand is keen to promote shisha in-store through activations, GWPs or price-off.

Elayyan added: “Mazaya is performing very well in travel retail and sales from January to June 2019 have already achieved more than 65% of total 2018 sales. We have just launched a new line, offering fresh takes on our traditional favourites — initially launched in the domestic market with great success, we have now introduced this line in duty free shops.

“While our special lines usually include new flavours, the new ‘Out of This World’ line includes some of the standard flavours but with a twist, adding diversity and variety in the same flavour to capture all our consumer’s preferences.

“We have also launched a collection of glass hookahs in various sizes to complement the shisha offer, with additional items designed specifically for travel retail.”


Speaking to TRBusiness as part of our September shisha report, Elayyan says the company has always focused on premium quality and diverse products to maintain a strong travel retail distribution base and loyal consumers. “That is one of the company’s key objectives which has been applied in all channels, not just travel retail.

“Secondly, wherever possible we deal with operators direct (unless supply is through a local third party) and are thus able to control every stage of the process and ensure strong, efficient and qualitative distribution and support.

Finally, one of our main objectives in travel retail is to present our consumers with great value offers. Consequently, we focus strongly on promotions in terms of price-off and gift with purchase. Adding to that, we care about engaging directly with our consumers by presenting experiential engagement based on trends and customer needs.”


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