Scandinavian Tobacco Group has formed The Forged Cigar Company, an independent national cigar distribution network, and will divide its portfolio of brands between subsidiary General Cigar Company and the newly-formed company.
The Forged Cigar Company will serve as a stand-alone cigar distribution network with a sales team of 12. In addition to the newly released El Rey del Mundo, Forged Cigar Company’s portfolio includes Partagas, La Gloria Cubana, Bolivar Cofradia, Diesel and Chillin’ Moose.
General Cigar’s current sales force remains intact and will continue to support the company’s brands including Macanudo, CAO, Cohiba, Punch, Hoyo de Monterrey and others.
The Forged sales team will begin working on February 1.
“When we announced last year our withdrawal from the annual PCA Show, we committed to investing funds back into the premium cigar category,” Régis Broersma, senior vice president of the North American Branded and Rest of World division of STG said in a statement. “With The Forged Cigar Company, we are doing just that with a multimillion dollar investment in the brick and mortar channel.”
Forged comes out of the gate with the announcement that it will carry the Honduran brand El Rey del Mundo, which it will sell to U.S. stores.
El Rey Del Mundo, a medium-bodied smoke, was previously a top-seller available exclusively through JR Cigars and Santa Clara Wholesale. Under Forged, El Rey Del Mundo will appear at retail stores as a full-time line featuring six front marks.
We look forward to generating a lot of noise at retail for El Rey Del Mundo, our first brand to debut under Forged,” Sean Hardiman, national sales manager of The Forged Cigar Company, said in a press release. It will launch with six offerings: The Café au Lait (4.5 x 36) and the Café Noir OSC (4.5 x 35) at $4.80 each in 24-count boxes; the Robusto OSC (5 x 54) at $5.40, the Robusto Larga OSC (6 x 54) at $5.80, the Robusto Supremo OSC (7.25 x 54) at $6.80 and the Ronco OSC (6 x 60) at $7, all in 20-count boxes.