Eric Piras
One of the most well known personalities in the cigar industry, Eric Piras, is making a new strategic move. With large players in his arms, he announces the launch of a new company, Cigraal, set up to provide global distribution (outside the US), advertising, marketing, and promotion services of cigars and tobacco products.
From the best factories on the planet to worldwide distribution circuits, Cigraal presents a pioneering concept. The new company will be a unique actor able to globally address all markets with a range of products going from machine-made to the top hand-made cigars.
Piras is one of the happy few having a thorough knowledge of the cigar universe, from Cuba to the Dominican Republic and throughout Central American cigar productions, all the way through to the global distribution markets.
Cigraal’s extended network covers the American continent as well as Europe, Middle East, Africa, and Asia. Cigraal also has a very specific expertise in the greater China landscape, the market that all companies are currently eying.
Maya Selva, one of Cigraal’s strategic partners says, “We’re very excited to start working on our worldwide presence with Cigraal, it’s an ideal solution for marketing our cigars globally.”
While Roberto Pelayo Duran says, “I have known Eric for a very long time and I am convinced that our association with Cigraal will result in impressive results for our brands.” Gustavo Velayos from La Aurora shares this enthusiasm: “We are looking forward to witnessing the strong development of Principes in Africa and Middle-East!”.
Cigraal is a play on the words “cigar” and “grail” which means the Holy Grail in French. Cigraal will be managing the international distribution of Maya Selva cigars (outside of France, Germany, and US), Azan Tobacco (outside of US) and Principes (in Africa and Middle East).
Piras has significant management experience in the tobacco trade and a strong global expertise in sales and marketing for premium and machine-made cigars. Based in Hong Kong, Piras has almost 20 years experience in the cigar industry in Asia-Pacific. His network is diverse, especially strong in Asia where he has built close relationships with various actors of the cigar and food and beverage business.