Drew Estate wants to give its Nica Rustica brand a new push, as it contends the brand that was blended to showcase tobaccos from Esteli and Jalapa was never given a proper push.
“We did no justice to this beautiful brand the first time around,” Drew Estate President Jonathan Drew said in a press release. “But now your hometown heroes, Drew Estate, are ready for redemption as we re-launch Nica Rustica with a newfound conceptual lens, commitment to excellence, and overarching strategy…”
The Nica Rustica push begins on the Drew Estate Freestyle Live: Special Edition, which airs Thursday, May 6th, from 7-9 p.m. ET on Drew Estate’s Facebook Live page (facebook.com/drewestatecigar).
The brand will now be known as Nica Rustica Broadlea, featuring a Connecticut River Valley Medium Broadleaf wrapper, Mexican San Andres Negro binder and Nicaraguan filler tobaccos from Estelí and Jalapa. It will come in three sizes starting in July: A 7.5 x 54 Belly (Belicoso at $6.48/cigar), a 6 x 52 El Brujito (Toro at $5.76/cigar) and a 4.5 x 50 Short Robusto at $5.04/cigar. Each vitola will be packaged in 25-count boxes, which run $161.93 for the Belly, $143.93 for the El Brujito and $125.93 for the Short Robusto.
Expect a fully new paint job for the Nica Rustica, including packaging and artwork, by Subculture Studios’ lead artist Richard Diaz. The previous black bundle packaging is replaced by wooden boxes painted by Diaz.