Scandinavian Tobacco Group has acquired the Room 101 cigar brand from Matt Booth and has retained Booth as creative director. The acquisition is limited to Room101 cigars and accessories and does not include any of Boothโs other Room101 entities.
โOur acquisition of Room101 Cigars is a strategic move for both STG and Matt Booth, and underpins our collective drive to shake up the category,” Rรฉgis Broersma, president of STGโs North America and Rest of World divisions said in a press release. “The Room101 cigar portfolio represents a blue ocean of blends and taste profiles we havenโt been playing in. So this acquisition gives us an even deeper opportunity to innovate and unlock the brandโs potential.โ
Room101, which came to the market in 2009, brings to STG a portfolio that includes Payback, 10th Annv, Doomsayer, Farce, Hit and Run and The T, as well as Snake Shake, a limited edition release. Room101 will be represented exclusively by STGโs Forged Cigar Company.
