Visitors to the upcoming Summit of the Americas can sample Mazaya flavours at the outdoor smoking lounge on the Regency Patio.

Jordanian shisha brand Mazaya will return to the the Summit of the Americas exhibition in Orlando next month where it will showcase its ‘Out of This World’ flavours (Booth 800).

As reported, the 2020 Summit of the Americas has now been cancelled.

Mazaya has over 100 flavours catering to different tastes which capture a broader scope of consumer’s preferences.

The new ‘Out of This World’ line includes Mazaya’s classic shisha flavours and adds diversity and variety to the portfolio, according to the company.

Mazaya has also unveiled the MZA line which mainly features exotic mixes. In addition, it has expanded its business with the launch of a new collection of vape juices operating under the Mazaya umbrella.

Visitors to the exhibition can sample all Mazaya flavours while relaxing at the outdoor smoking lounge on the Regency Patio.

NON-MIDDLE EAST EXPANSION

The company, which is steadily growing its travel retail business outside the Middle East outperformed its 2019 business target of 60% with an average year-on-year sales growth of 50%. Mazaya is currently listed in several border duty free shops (Argentina-Uruguay/Uruguay-Brazil) and is looking to expand in the Americas.

Mazaya has over 100 flavours in its portfolio catering to different tastes.

Meanwhile, Mazaya has secured its first DF&TR listing in the EU region with Baltic cruise-ferry company Tallink Group. The collaboration started with two flavours to test the category in the cruise-ferry channel. This is because Mazaya was the first shisha company to be listed in the sector in this region.

Rawan Elayyan, Global Duty Free Manager, Mazaya told TRBusiness: “As expected, the results were impressive and above expectations so we expanded the portfolio. It has our best-selling flavours such as two apples, lemon mint and grapes. Ferry shops are a new market for us and doing well.”

Regarding the company’s European aspirations in general, Elayyan added: “In terms of travel retail, Tallink is the first listing we have in the EU region. But outside the travel retail channel, we focus a lot on the European region and do a lot of activations, wherever possible. Shisha is drastically growing in Europe and we produce flavours specifically for this region.”

In terms of overall business during the past year, Elayyan says it has been ‘truly amazing’, fuelled by global shisha growth and the popularity of Mazaya and its ‘Out of this World’ flavours. “We continue to see the Americas as a land of opportunity and are delighted to be returning to the Summit of the Americas where we will again operate a smoking lounge.

“This was very popular when we first had it two years ago and we found it to be an effective way of connecting with buyers. Our ‘Out of This World’ line has been very well received and we look forward to debuting it at the Summit of the Americas exhibition.”

Check out the shisha report in the February edition of TRBusiness. Click here to subscribe.

Mazaya has secured its first DF&TR listing in the EU region with Baltic cruise-ferry company Tallink Group.