Drew Estate is marking its 30th anniversary with DE30 Rewards, a six-month consumer loyalty campaign that will connect qualifying cigar purchases with retailer visits, in-store events and exclusive anniversary merchandise.
Consumers participating in the free program will earn five points for every $1 spent on qualifying Drew Estate cigar purchases. Additional points will be available for checking in at Drew Estate retailers, purchasing cigars during in-store events, exploring the company’s brands and completing other forms of brand engagement.
Points can be redeemed through the DE30 Reward Center for anniversary items unavailable for direct purchase. Rewards will include hand-painted artwork from Subculture Studios, DE30 apparel and other limited pieces created for the company’s 30th anniversary.
Consumers can preregister for Early Access through Sept. 8 at drewestate.com/DE30. Drew Estate will begin inviting preregistered consumers to access the platform by email before the full campaign rollout.
Retailers Included in Anniversary Campaign
Although DE30 Rewards is a consumer program, participating retailers will play a visible role in the campaign. Store visits, qualifying purchases and purchases made during in-store events can all help consumers earn additional points.
For retailers, that structure creates opportunities to encourage repeat visits, promote qualifying Drew Estate products and use scheduled events as another entry point into the anniversary campaign. Retailers can also direct interested customers to the DE30 website for program registration and reward information.
“Thirty years later, we’re still here. Still creating … still pushing … still Drew Estate … still The Rebirth of Cigars,” said Drew Estate Founder, President and Chief Innovation Officer Jonathan Drew. “DE30 is about showing love back to the people who showed love to us.”
Drew Estate traces its beginnings to a cigar kiosk at the World Trade Center in New York before Jonathan Drew moved to Nicaragua in 1998 to begin building the company’s cigar operations. The company later established La Gran Fabrica Drew Estate in Estelí, Nicaragua.
Limited DE30 Samplers Coming to Retailers
Two limited DE30 Rewards three-packs are expected to begin arriving at retailers nationwide in late September. Each sampler will contain three Drew Estate cigars and a code worth 250 bonus DE30 Rewards points.
The DE30 Box-Pressed Feral Flying Pig Sampler will include a Herrera Estelí Brazilian Maduro Box-Pressed Feral Flying Pig, an Undercrown Maduro Box-Pressed Feral Flying Pig and a Liga Privada H99 Box-Pressed Feral Flying Pig. Each cigar measures 5 3/8 x 60.
The DE30 Supremas Sampler will contain a Liga Privada H99 Suprema, Herrera Estelí Habano Suprema and Nica Rustica Adobe Suprema. Each is presented in a 6 x 50/54 figurado format.
The samplers give retailers a physical product tied directly to the rewards campaign while offering consumers access to two new formats: the Supremas vitola and the box-pressed Feral Flying Pig.
Consumers can preregister for DE30 Rewards Early Access through Sept. 8 at www.drewestate.com/DE30. The company’s DE30 Rewards Early Access presentation is also available through its Facebook and YouTube channels.