Amphora is one of the oldest and most renowned pipe tobacco brands on the German market. Originally, the brand hails from the Netherlands and was developed by the esteemed company Douwe Egberts.
Amphora: A Heritage Brand with History
Some may also know Douwe Egberts as a coffee brand—no coincidence, as the company, founded in 1753 by Egbert Douwes, originally focused on selling tobacco, tea, and coffee in the Frisian town of Joure. Success came quickly, and soon a dedicated production facility for tobacco was established.
Gaining International Attention
Through savvy marketing, the unique tobacco from Friesland gained recognition abroad. A document from 1956 shows that Amphora was already experimenting with various cuts at the time, including a flake and a rubbed cut flake—a topic that sparked long debates among Dutch pipe smokers. Similar tobaccos are still sold under the names Amphora Burley and Amphora Virginia.
In 1953, on its 200th anniversary, the Dutch crown awarded Douwe Egberts the title “koninklijke” (royal). Among the company’s tobacco brands were not only Amphora but also other well-known names like Van Nelle and Drum. Although the company operated across Europe, it became clear that the largest market would be the United States. A document from the 1960s confirms Douwe Egberts’ extensive exports to the U.S.
Expanding the Product Line
In the 1980s, Douwe Egberts began complementing the Amphora brand with mild and sweet tobacco blends to suit the preferences of pipe smokers at the time. This era also saw targeted advertising using the term “Cavendish.” They emphasized that the maturation process distinguished the Dutch style of Cavendish from the American one.
Pipes in Japan
Amphora’s expansion wasn’t limited to tobacco: In the 1970s, pipes under the Amphora name were also marketed, some featuring a regulatable airflow system. Amphora was exported to Japan, among other countries—but via the U.S., as a historical export list shows. The list includes Amphora and other tobacco brands, along with their corresponding export quantities.
The End of the Douwe Egberts Era
Amphora achieved great success in the U.S., becoming the leading imported pipe tobacco. However, in 1998, Douwe Egberts decided to exit the tobacco business entirely, selling its brands and production facilities to Imperial Tobacco. This initially halted exports to the U.S. and led the brand to focus more on Europe.
Amphora’s Acquisition by Mac Baren
Starting in 2006, Mac Baren in Denmark took over production for Imperial Tobacco as a contract manufacturer. After a further restructuring in 2015, Mac Baren ultimately purchased the brand, gaining full control over production and distribution. This enabled Amphora’s return to the American market, where it regained popularity despite initial skepticism toward pouch tobacco.
New Pipe Tobacco from Amphora
The introduction of Amphora Virginia played a key role in restoring the brand’s reputation. Mac Baren employed the hot-press technique originally used for the St. Bruno Flake.
This technique allows the tobacco to mature more quickly and develop a more harmonious aroma. Later, the range was expanded to include Amphora Burley and the aromatic Amphora Kentucky.
Amphora on the German Market
To this day, many varieties of the brand, such as Rich Aroma, Mellow Blend, Original, and Black Cavendish, are not yet available in Germany. Additionally, the Italian market offers the Amphora English Blend, which could also prove popular here. However, due to Mac Baren’s acquisition by the Scandinavian Tobacco Group, further portfolio expansion seems unlikely.
Tradition and Pleasure Combined
The Amphora brand invites pipe smokers to explore its rich history and unique tobacco blends. A deeper appreciation of the brand’s tradition and development enhances the smoking experience all the more.
