TRBusiness talks to Nour Anshasi, Marketing Manager, Alzawrae, about the Mazaya brand within the duty free and travel retail channel as Shisha tobacco increases its presence in the market.

The company’s history in tobacco began in distribution and manufacturing in a select few locations, such as Iraq, but the company launched its first international brand into travel retail four years ago, beginning with Lebanon and the Levant region.

Mazaya now boasts listings with Dubai Duty Free, Qatar Duty Free and Kuwait Duty Free, but is hoping to expand into Europe and the Americas.

Anshasi says the company is taking every opportunity to boost awareness of the brand in travel retail. “Wherever we have the opportunity to take a promo area or to do pop ups or anything like that we do it instantly, because as a young brand we still need to have our brand exposed.”