Retailers that do not stock cigars are missing out on a growing interest in premium and handmade products from millennial shoppers.

Alan Graham, UK country manager for Davidoff, gave the warning as the company announced its relaunch with a drive focused on independent stores.

“Convenience plays a massive role. Cigars work well during summer and around local events. Any retailer near high-end premium sports, music or arts events could really benefit,” he said.

The brand’s activity in convenience will be driven by Davidoff Mini Cigarillos Gold, which are available in packs of 10, RRP £10.25. For gifts, retailers can stock Cusano Tubes, which are available in four sizes, with RRPs from £5.99 to £7.75.

The interest in premium products is being driven partly by smokers in their mid-20s, with brands like Camacho tapping into this demand.

“These younger shoppers are interested in handmade. They’re not changing from cigarettes to mini cigars, they’re going straight for the experience of a handmade cigar,” said Graham.

Davidoff is also in the process of launching an academy to run short training sessions with convenience retailers to give them the knowledge they need to sell cigars.