Imperial Brands has revealed Davidoff Selected Leaf at the 2025 MEADFA Conference.

Imperial Brands has confirmed its return as a Platinum Sponsor of the 2025 MEADFA Conference, which is officially underway in Dubai, reinforcing the Middle East and Africa (MEA) region as a central pillar in its long-term travel retail strategy.

The renewed partnership underscores the company’s continued investment in industry collaboration and brand-building within a market where premium tobacco remains a significant driver of duty-free performance.

Alongside the sponsorship announcement, Imperial Brands has revealed Davidoff Selected Leaf, a new duty-free exclusive positioned to elevate the brand’s premium credentials for discerning adult consumers.

The blend is crafted using rare Oriental top-leaf tobacco grown in the sun-drenched foothills of the Southeast Mediterranean, lending the product what the brand describes as a refined, layered aroma profile. The launch aligns with ongoing consumer interest in craftsmanship, provenance and premiumisation within the tobacco category.

Davidoff Selected Leaf also introduces several refined presentation elements, including Freshlock packaging designed to maintain lasting freshness and Senso-tipping paper, which provides enhanced tactile feedback for a more considered smoking experience.

Available only through a curated network of international airports, the exclusivity aims to further strengthen Davidoff’s positioning within the duty-free channel.

“We are delighted to once again partner with MEADFA as a Platinum Sponsor,” said Vangelis Nikolopoulos, Global Duty Free Regional Manager, Region East. “The conference is a vital platform for collaboration and innovation in travel retail. The launch of Davidoff Selected Leaf exemplifies our commitment to delivering premium, differentiated experiences tailored to today’s global traveller.”

MEADFA remains one of the leading regional forums for travel retail stakeholders, bringing together brands, retailers, operators and distributors from across the Middle East and Africa. For Imperial Brands, its renewed presence signals both confidence in the region’s continued growth and the company’s intention to play an active role in shaping the future direction of the channel.

Imperial Brands will connect with partners and peers at MEADFA 2025 as planning progresses for category, portfolio and retail development initiatives across key travel retail locations.

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