KT&G Launches Esse Brand in Germany for European Expansion

KT&G has launched its global superslim brand, ESSE, in Germany, marking a full-scale entry into the European market. The company plans to expand distribution coverage in major cities and offer two products, ESSE Blue and ESSE Red. The German market is a major battleground for global brands, and KT&G aims to provide a new choice for consumers based on the quality and brand power of ESSE. As the global number 1 superslim brand, ESSE has a significant market share and a strong presence in around 90 global markets.

KT&G, a major Korean corporation, has made a significant move by launching its globally recognized superslim brand, ESSE, in Germany. This marks a full-scale entry into the European market, with plans to expand distribution in major cities and introduce two products, ESSE Blue and ESSE Red [1].

The German market is one of the largest in Europe and a major battleground for global brands. KT&G aims to provide German consumers with a new choice based on the quality and brand power of ESSE. The company has a proven track record, exporting over 800 brands, including ESSE, to approximately 140 countries. As of 2024, ESSE holds approximately one-third of the global superslim market share, with a gross sale volume of 430 billion sticks [1].

KT&G's strategy involves leveraging the distinctive features of the ESSE brand, which was first introduced in Korea in 1996. The brand has since expanded globally, entering markets in the Middle East, Russia, and various other regions. The company has a strong presence in around 90 global markets, including Indonesia, Latin America, and Africa [1].

The launch of ESSE in Germany comes at a time when consumer lifestyles in the German tobacco market are rapidly changing, with an increasing demand for superslim brands. KT&G's local partner, Hauser, will handle the initial distribution in major cities like Berlin, Dortmund, and Munich [1].

KT&G spokesperson stated, "ESSE has already been recognized as a competitive and stylish product in many countries and has grown to become the global number 1 superslim brand. We will continue to expand our influence in Germany based on the distinguished features of our product" [1].

References:
[1] https://www.prnewswire.com/news-releases/ktg-launches-its-global-brand-esse-in-germany-making-a-full-scale-entry-into-the-european-market-302503053.html