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 Booth’s other Room101 entities.
“Our acquisition of Room101 Cigars is a strategic move for both STG and Matt Booth, and underpins our collective drive to shake up the category,” Régis Broersma, president of STG’s 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 haven’t been playing in. So this acquisition gives us an even deeper opportunity to innovate and unlock the brand’s potential.”
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 STG’s Forged Cigar Company.