Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group Inc.

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Εγγραφή: Σάβ Φεβ 03, 2018 10:43 am

Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group Inc.

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Εικόνα

Dear cigar friends, both in Greece and worldwide,

Our journey through the lands of the blue smoke continues. This time, we make a stop in a place exotic and unusual: the majestic world of Ghurkha.

We had the opportunity to chat to an extraordinary gentleman, that contains some Greek elements in his path. That would be Mr Frank Dekok himself, who is the current international director of the Gurkha Cigar Group Inc. (Pictured in the following photo, sitting in his favourite chair of Sir Winston Churchill at the JJ Fox Cigars store in London).

Mr Dekok guides us through the history of Ghurkha cigars, talking about Kaizad Hansotia’s inspiration and vision and how this got to become a reality. He talks about the first steps of the Ghurkha brand, the novel and innovative ideas that he introduced in cigar manufacture, together with how Ghurkha got established in the market and the future that they envisage.

Great interest lies with what he shares with us about the Ghurkha brand philosophy, the response they get from the European market, the famous His Majesty Reserve cigars (that are the most expensive ones in the world at the moment), Cuban tobacco and finally his wish to see the Ghurkha brand in the Greek and Cypriot cigar market.

Dear Mr Dekok, our friend Frank, thank you so much for affording us your time and the honour of interview you for our community.

- We would like to thank Thanos (Tournesol) for his assistance with the interviews.

Εικόνα

1. CF: The Gurkha brand is one of the most popular brands in the cigar scene, with a rich a continuously growing portfolio, also holding a huge share of today’s cigar market. Could you give us a brief timeline of Gurkha Cigars progress through the years, including notable milestones since your very early days?

FD: The history of Gurkha Cigars goes back to 1887, when British soldiers in India imported cigars from the Caribbean. To honour the bravery of the Nepalese fighters in their army, they named the cigars after them, Gurkha Cigars were born.

In 1989 while on vacation in India, Kaizad Hansotia walked past a Portuguese man who was rolling and selling cigars out of a little hut. He was so enthralled with the man’s craftsmanship and enjoyed the cigars so much that he bought the man’s entire stock of branded Gurkha cigars for $149 with the idea that he would give his watch customers a complimentary cigar as a gift with their purchase. When they returned asking for more cigars, he realized he was on to something. He went back to the cigar hut to find out that he has bought the man’s entire inventory and therefore the entire Gurkha brand. Kaizad came back to the states and partnered with the highly respected Torano Cuban Cigar family to learn about the cigar industry and expand the Gurkha brand.

Gurkha cigars’ first success was Grand Reserve (Photo 1), a unique cigar infused with cognac, packed in a glass tube and sealed for long lasting freshness. A truly unique concept which aroused a lot of attention by cigar lovers and selling at a super premium price in those days, higher than any other brand on the market. In 1996 Gurkha made huge strides by releasing the His Majesty’s Reserve, a Remy Martin Louis XIII cognac-infused cigar, which still to this day retains the title as being the world’s most expensive cigar, which runs $30.000 per box today.(Photo 2)

Gurkha has always been setting trends with unique and innovative concepts, packaging and blends. Gurkha never follows other brands, that is paramount to Gurkha cigars. Initially Gurkha was selling in the Super Premium luxury segment, only. Gradually Gurkha was also launching cigars, which are still Premium, but more accessible in pricing , but of course top quality . Iconic brands were launched, such as Cellar Reserve series with 12-15-18-21 years of Aged tobaccos. Ghost and Royal Challenge were added, later followed by Heritage, Marquesa and Legend 1959. Gurkha accelerated its growth with these lines and became one of the leading Family Cigar companies. ( Photos 3-4-5-6-7-8)

In 2012 Gurkha started to develop internationally, we are currently selling in about 70 markets globally.

Εικόνα

2. CF: Your portfolio has increased in size remarkably over the years. You have introduced several new series of cigars with many different blends. Has this step been taken to cover the demands of the modern market or is it much more a part of Gurkha’s vision?

FD: This is always a combination. Gurkha has its vision on range and individual cigars, Gurkha is a concept of its own, and not a copy of Cuban products. Gurkha is always different and innovative. A Gurkha concept and cigar will therefore be always unique, but at the same time should of course be relevant to consumers. So we are of course always checking and testing these concepts and the cigars with consumers to be also in line with market demand and consumers wishes.

3. CF: Based on the market’s current conditions, do you think a mediocre or basic cigar would succeed in selling big, especially when it’s backed up by a consistent and costly marketing strategy?

FD: In principle you only buy a mediocre cigar once. There is an abundant offer of high quality cigars, especially from the Dominican Republic and Nicaragua, on the market. Most of the smokers of premium cigars are true aficionado’s and very knowledgeable. They will immediately recognize a mediocre cigar, whether it is highly advertised or not. There is however a segment of basic cigars selling at basic prices, these cigars fulfil what they promise and there is a market for these.

Εικόνα

4. CF: What are 3 key things that go into making a new blend?

FD: We first look at the market trends in terms of size and flavour profile, then we need
Identify the correct blend by working with blend masters, finally we make sure that
The packaging and artwork is tells a story and is constant with our brand, tying the experience together.

5. CF: If you had a way to describe all your cigars and your philosophy, what would that be?

FD: High end, rare tobacco’s and the best unique packaging that is unique to the brand.

6. CF: How much you think has today’s cigar market changed since the 90s?

FD: In the 90’’s premium cigars had the boom from 94 – 97. Then came a bad period,
Overstock, cheap cigars. It took about 3 years to clean the market. Now, it’s hard
To find bad cigars the consumer is more educated and savvy.

Εικόνα

7. CF: Are you satisfied with the impact of your cigars in the European market?

FD: Yes very satisfied, the acceptance and the growth of Gurkha in international markets has been fantastic. As said earlier we are now selling in 70 markets since we started in 2012. We are apart from myself, are Cristina Santana and Juan Lopez, who is next to Sales Director for the US market also member of the blending team. Both are coming over regularly to attend to cigar events in Europe.
In some markets we are even the number 1 selling non Cuban brand, and of course in other markets we still can improve. Gurkha does relatively well in markets where the cigar smokers are relatively younger ( When I say younger, I mean between 25 and 50 years). Gurkha has a younger age profile than that of other brands. Especially in the newer cigar markets in Central/Eastern Europe, Middle East and Asia our market shares are higher than in the more traditional markets, although also here we are developing well. So not only the present but certainly also the future is for Gurkha!

Also Social media have contributed to this. We have many fans and followers on Facebook, Instagram and Twitter. The team in the USA is doing an excellent job here, Gurkha is active and successful in this field. Also individual Gurkha staff and many importers are active too, it all leads to a great community of Gurkha FANS worldwide, and I say FANS not just consumers, because FANS they are.

Εικόνα

8. CF: What do you consider as being different between Cuban and non-Cuban cigars (if there is any difference), with regards to the quality of the tobacco leaves but also with the level of production? Have you ever considered or been intrigued by the thought of making a cigar by blending together Cuban and non-Cuban tobacco? Do you think this would be of any real interest?

FD: There are two important differences, I think. One is that non Cuban cigars use tobaccos from all different origins, do have therefore more options in blending and are more flexible in case of bad crops . The other difference is that non Cuban brands are more innovative in bringing new concepts to the market.

A blend of Cuban and non Cuban tobaccos would indeed be a great idea and opportunity. In a way Gurkha has developed this and the cigars have been recently introduced in the USA and will come to Europe in the coming months. Gurkha Treinta and Gurkha Nicaraguan Series both come from the Aganorsa Leaf factory, using Aganorsa Leaf. This is grown from Cuban seeds on the most flavour full lands of the Northern part of Nicaragua, using the traditional slow method of Cuban growing-processing-fermenting-curing and ageing. The result is a fantastic flavour and aroma experience. You truly can say that with Gurkha Treinta and Gurkha Nicaraguan series the best of Cuban and non Cuban come together.

Εικόνα

9. CF: How many different cigars series have you currently got it production?

FD: 20 series as core brands. About 65 if you include everything else catalogs, private labels, etc.

10. CF: What would you identify as the reason for keeping Gurkha cigars so successful in a row and them being considered as one of the top cigar brands internationally?

FD: Gurkha is as said a concept in itself, never a copy, always different to any other brand in the market. Gurkha has been launching for many years in a row new and innovative concepts with excellent quality cigars in striking packaging. This all supported in a consistent way in both traditional and social media. Gurkha is a recognizable brand with an iconic brand name. This all together explains the success of Gurkha throughout the years.

Εικόνα

11. CF: Who you think is/are the most “inspired” tobacco blenders in the cigar industry today outside of Cuba?

FD: Inside or close to Gurkha there are: Damian Tapanes from American Caribbean, Louis Cuevas from Las Lavas , Yamil Tabares and Harold Zeledon from Aganorsa. Outside Gurkha it is for me Ernesto Perez-Carrillo.

12. CF: If you could pick three cigars from your brand that are special to you, which would these three be? And why?

FD: CELLAR RESERVE 15 years Solara Our Top cigar, medium bodied full of flavour and beautifully rolled. I love the shape, and immediately after lighting it, you taste the Criollo 1998 wrapper very well, then the blend is taking over, a very special experience.

NEW GURKHA REAL TORO Very very smooth and perfectly rolled. Mild to medium and I like the creamy taste.

HERITAGE NATURAL ROBUSTO Beautiful Rosado Habano wrapper, medium bodied with a nice bite in the beginning. I like the spicyness of the cigar and the touch of cedarwood.

Εικόνα

13. CF: What are your plans and your dreams for the future?

FD: No so much a dream, but a real expectation that Gurkha will continue to grow . As we are already in 70 markets the focus will be to get this growth in the current markets, with one exception, see next question!

14. CF: We would love to see your cigars been distributed and sold in our country. Are there any plans to do so? Any piece of information on the matter you could kindly share with us?

FD: I would love to introduce Gurkha in Greece. I personally have a special feeling and great memories to your beautiful country, because I lived and worked in Athens during 1988 -1991 and enjoyed the country, city and life very much.

So I hope one of the potential importers will read this interview and get interested and do contact me!!

Εικόνα

Pictures:

• Grand Reserve Cigar (1)
• HMR box (2)
• Cellar Reserve 15 Years Solara cigar and box (3)
• Gurkha GHOST Asura (4)
• Heritage Natural Robusto cigar (5)
• Gurkha Treinta box open (6)
• Gurkha Nicaragua series box open (7)
• Gurkha Marquesa (8)

Εικόνα
These users thanked the author Τάκης for the post (total 6):
FairlightharmonicasuleygiannisJazzmanPetranSvensk
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admin
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Εγγραφή: Παρ Φεβ 02, 2018 1:04 pm

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από admin »

I would like to thank Mr. Frank Dekok for his extremely interesting interview.
Mr. Dekok, it’ an honor and a big pleasure to have your remarkable presence in our forum.
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Tournesol
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Εγγραφή: Πέμ Μάιος 31, 2018 9:14 am

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Tournesol »

Such a great interview! Really liked the content and Frank's answers. Thank you Frank!
Unyielding force of thought and spirit, shine!
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suleygiannis
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Εγγραφή: Τρί Φεβ 06, 2018 7:28 pm

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από suleygiannis »

Well, this interview is amazing. Thank you very much Mr. Dekok for your time!
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Εγγραφή: Πέμ Μάιος 31, 2018 8:51 am

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Στάθης »

Mr Dekok really thank you for this amazing interview! Always a pleasure to meet passionate people from cigar world ✌️
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Fairlight
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Εγγραφή: Τρί Φεβ 06, 2018 2:08 pm

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Fairlight »

Many thanks to Mr Dekok for this wonderful interview. It is always a privilege to feature such content in our forum.
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Jazzman
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Εγγραφή: Δευ Σεπ 17, 2018 8:16 am

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Jazzman »

What an amazing interview! Thank you very much Frank for sharing your views. Always a pleasure hearing the thoughts of industry leaders. Congrats to everyone involved in this process.
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Εγγραφή: Πέμ Μάιος 31, 2018 11:03 am

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Greekos »

Great interview with one of the industry leaders.
Fantastic insider view in what makes Gurkha one of the pioneers of the cigar world.
Thank you for such an inspiring story Mr Dekok
and thank you to everyone for making feature reality.
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harmonica
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Εγγραφή: Πέμ Φεβ 08, 2018 7:54 am

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από harmonica »

I just read a great interview from a wonderful person with extremely experience of the cigar world.Many thanks
"There are two things a man never forgets -his first love and his first cigar"
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Petran
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Εγγραφή: Πέμ Φεβ 08, 2018 3:28 pm

Re: Gurkha: The Untamed Warriors - An exclusive interview with Frank Dekok, International Director Gurkha Cigar Group In

Δημοσίευση από Petran »

One more amazing interview!!!

Dear Mr.Dekok thanks a lot!!!
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