KT&G Expands ESSE Footprint to Istanbul Airport Duty-Free

The launch features five distinct variants: ESSE Blue, ESSE Change 4mg, ESSE Himalaya, ESSE Double Shot, and ESSE Change Double Orange. These additions follow the company’s initial entry into the Turkish market last June at Antalya Airport. With Istanbul Airport recording 84 million annual visitors, the move provides a high-traffic platform to engage a diverse international audience.

ESSE currently commands a significant portion of the global super-slim market, retailing in over 90 countries. Last year, the brand reached approximately USD 770 million in global sales, surpassing the KRW 1 trillion milestone. A company spokesperson noted that the expansion is a strategic step to bolster competitive standing across major travel retail channels. KT&G, which operates in 148 countries, continues to prioritize its flagship brand as it navigates the complex global duty-free landscape.