Whiff of success: Henri Wintermans

Henri Wintermans is the largest cigar brand in the world.

Sjaak and Henri Wintermans (1886 – 1975), two brothers, established a cigar manufacturing business in Duizel in the Netherlands in 1904. They traded as A Wintermans & Sons, in honour of their father.

Sjaak concentrated on sales and Henri concentrated on buying and blending tobacco.

A Wintermans & Sons captured a substantial proportion of the Dutch market but Henri amicably left the partnership to establish his own cigar manufacturing business in 1934.

Henri relocated to the neighbouring town of Eersel, and his son Adriaan entered the business. Adriaan Wintermans took over management from 1945 onwards.

Wintermans identified the post-war Dutch cigar market as over-saturated, and decided to look to export sales to drive his business forward. Before long Britain was the company’s largest market for sales.

The Cafe Creme cigarillo was launched in France in the early 1960s. Henri Wintermans was by far the most popular Dutch cigar brand in the United Kingdom by 1965.

Adriaan Wintermans had a clear vision for the European cigar market, but he lacked the financial capital to realise his ambition. He felt that the company could best realise its potential as part of a larger concern. He sold Henri Wintermans to British American Tobacco for just under £2 million in 1966. BAT was the largest manufacturer of tobacco products in the world.

Adriaan Wintermans was appointed head of BAT’s European cigar business.

Over 500 million Henri Wintermans cigars were produced in 1971.

Just two percent of Henri Wintermans sales were in the Netherlands by 1972. Over 62 percent of sales were to the United Kingdom, and Henri Wintermans had around 15 percent of the UK cigar market.

Henri Wintermans increased sales by over 500 percent between 1966 and 1972. Production capacity was increased by 75 percent in 1972 to cope with rising demand.

Henri Wintermans was the leading cigar exporter in the world by 1977. It was the highest selling imported cigar brand in Britain by 1978.

Wintermans Cafe Creme was number two in the British miniature cigar market by 1983.

Broadsheet festive “banter”. A 1986 Henri Wintermans advertisement in the Daily Telegraph

Henri Wintermans was sold to the Scandinavian Tobacco Group in 1996 for £55 million.

Henri Wintermans products are still manufactured in Eersel. The vast majority of sales are in Europe.

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