InterTabac 24 exclusive: A look behind the scenes - James Brown on the success of Black Label in Europe

Here I am, at the Kleinlagels stand at InterTabac, and I have the great pleasure of meeting James and Angela Brown from Black Label Trading Company - one of my absolute favorite brands! James is kind enough to take the time for a quick chat.

1 minute

The author behind these articles is Oliver - survivalist, winter griller, TV fuzzie from Bonn. He constantly fails at trying to stay sporty, loves cigars, rock'n'roll, barbecues, bad jokes and single malt whisky. He is now too old to grow up.

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How's it going?

"Hi James, how are you?" - "I'm fine," he replies in a relaxed manner, and I immediately realize that he's on the ball in his typical calm way. "And you?" -"Everything's fine! I'm really pleased that you're taking the time. Tell me, how are things going for your brands on the European market?"

"It's going really well," says James with a slight smile. "I think this is our fifth InterTabac now. Both Black Label and Blackworks have established themselves well in the European market. It's great to be here again."

Two new products for Europe

I can sense that he's looking forward to the event, so I ask: "Is there anything new for you here at the fair?" - "Oh yes," James replies. "We've launched two new products specifically for the European market. It's been really good so far - very busy, lots of people, and it looks like there's a lot of enthusiasm for our brand."

Curious, I continue: "Were there any special highlights or is it business as usual?" James laughs. "It's a bit business as usual, but I think we're feeling a lot of momentum. Not only are we meeting with our local distributors in Germany, but we're also expanding further into the European market. We have already met many distributors in other countries and both Black Label and Blackworks will continue to develop in Europe."

Strong growth in Southern Europe

"That sounds fantastic! Can you tell us which countries are next on your list, or is that still under wraps?" James looks thoughtful, but then replies with a nod: "We're looking closely at Bulgaria, Slovakia and the Czech Republic. It seems that southern Europe is also growing strongly in terms of cigars from the New World. That's the area we're focusing on for expansion."

That's exciting, of course, but I remember last year: "You couldn't be there last year, could you? How would you compare this year's fair with the previous ones?" James thinks for a moment. "Yes, last year we unfortunately had to miss out. But this year you can feel a completely different energy. There's a lot going on and it just feels more positive. There are also a lot of people from other regions - it's really great to see that things are going in a good direction."

"That's interesting," I add. "It feels to me like this year is a bit quieter than last year." James laughs again, a little louder this time. "Yeah, it might be. But you know, sometimes it's just perspective."

And with that, our conversation draws to a close. James is charming and professional as always, and it was great to get a little insight into his world. It looks like the future is bright for Black Label and Blackworks in Europe - and I can't wait to try their new cigars!

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