VILLIGER Ambassador Tour 23: Customers determine next cigar

VILLIGER Ambassador Tour 23. Since the beginning of April, VILLIGER brand ambassador Felix Wallenhorst has been touring Germany with his Brand Ambassador Tour - now it's summer break. Time to take a look at how it was and what is still to come. And: The visitors of the events can have a say in which cigar VILLIGER should launch next! GENIAL!!!

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VILLIGER Ambassador Tour 23: Experience the values of VILLIGER directly

The VILLIGER Brand Ambassador Tour is the company's biggest series of events in recent years. 16 events in 16 weeks and, except for an idea, nothing was available at the beginning.

The vision: Felix Wallenhorst wanted to communicate the company's values in a fresher way. "On-site events, with consumers and retailers, are invaluable. Nowhere else do we see, hear and talk to each other as unfiltered as on an evening together. In addition, it was important for me to introduce myself personally to everyone as a new brand ambassador."

Wallenhorst presented his rough idea for a tour to Managing Director Mirko Lorenzi, who is responsible for the company's marketing and sales divisions, at the end of 2022. "The concept was still quite small at the time because I couldn't estimate the scale myself," says Wallenhorst. Lorenzi immediately recognized the potential of the idea and encouraged Wallenhorst to definitely think bigger. 

One step at a time

It quickly became clear that setting up such a tour alone was impossible and not necessary - why should it be? All areas, from graphic design to product management to logistics, are excellently covered by the company's own ranks. 

"With growing enthusiasm, a team of colleagues formed, without whom, looking back, it would never have been possible to implement such a concept," Wallenhorst reports.

Here's a quick look back at how the team worked together to create the tour:

While Product Manager Désirée Leers pulled out all the stops to get all the cigars for the tour to Germany on time, Media Designer Svenja Tschorn designed the unmistakable tour logo with the bow tie. At the same time, Trade Marketing Manager Maximilian Steffen looked at dozens of color samples of ashtrays and jet flame lighters to order them for the 400 or so expected guests.

At the same time, VILLIGER Handmade specialists Andreas Hartwig, Sead Fröschle, Daniel Beu and Olav Berding promoted the event to their customers and made the preliminary arrangements. This preview is highly abbreviated and does not show the further work steps in the VILLIGER factories or in-house. Nevertheless, all colleagues and departments would have deserved to be mentioned by name. 

Finally, it starts: Controversial and gripping at the VILLIGER Ambassador Tour 23

On 17.04.2023, the tour kicked off at the sold-out Zigarrenhaus Friedrich in Karlsruhe. Then it went via Essen, Hildesheim, Delmenhorst and other cities to the tour finale at Zigarrenhaus Klenk, in Bad Wimpfen. 

Controversial and gripping - these words best describe the evening program of the tour. There will be two cigars with different ring gauge from the series VILLIGER 1888 Nicaragua smoked - that is unusual. But this is about much more than a blunt comparison: this is about tasting, experiencing and understanding.

Guests also have the opportunity to learn about the blending process of a cigar. They also have the pleasure of experiencing tobacco up close, smelling and touching it. 

Wallenhorst tells exciting stories about the new VILLIGER de Nicaragua plant, which he visited himself in August 2022. At the same time, the first sample boxes of the VILLIGER 1888 Nicaragua including ringed cigars at the plant in Nicaragua. It was also there that Wallenhorst took the first press pictures of the new series, which were published.

Tour partner Bötzingen distillery Faude

As an official tour partner, the Bötzingen-based Faude distillery will be presenting three of its fine spirits during the events. Beet spirit, apple brandy from the wooden barrel or pomace brandy from Pinot Noir are available for guests to choose from. With his spirits, Florian Faude shows a great sense of how tradition can be reinterpreted. His spirits have a clear structure, full aroma and exciting basic ingredients. On occasion, Faude is even represented at some events by sales manager Chris Weber.

Another highlight follows at the end, when the guests receive their "Ambassador Goodybag". This is filled with four cigars, two of which are ringed anonymously. Each tour guest now has the unique opportunity to help determine the cigar of the future of the VILLIGER company. 

Cigar of the future the visitors determine!

How does it work? - Very simple! 

The company asks guests for their feedback on the cigars via a tasting sheet that can be filled out digitally. VILLIGER uses the results to decide whether and which cigar to launch next. The other cigars in the goodybag are available exclusively in the USA and are distributed there by VILLIGER North America. These were imported to Germany especially for the tour: The VILLIGER Cuéllar Black Forest and the VILLIGER Exclusivo U.S.A. 2022 can also be rated online.

After the tour is before the tour

On 05.07.2023 Wallenhorst goes again to the start and begins his tour this time in the cigar house Riegler, in Höchstadt an der Aisch. 

The cigars will be slightly different on the upcoming tour. Except for the two US imports, the tour lines up with other cigars. The focus remains on the factory in Nicaragua and the cigars produced there.

During this tour, the participating dealers range from Gronau to Cologne and Berlin. The tour dates can be viewed on the company website and it pays to book early. 

Numerous events were already fully booked during the first tour and a similarly high demand is now emerging.  

I hope you enjoyed my latest article and found the information it contained interesting. I am very excited to hear your views and look forward to reading your comment 🤗

Resources on the topic

Experience Villiger: The Ambassador Tour in Germany. All dates!