Published by: Joe Lenane | Published Date: 13th September 2012
From 1st October, two new Montecristo Mini cigars will be available in selected areas of Southern England.
Available in two variants, Full Flavour (Red) and Smooth (Blue), new Montecristo Minis are packed in elegant, embossed tins, each containing 10 quality Cuban blend cigars. With a contemporary, premium feel, and a blend tailored to the mass market preferences, Montecristo Minis Red and Blue have a highly competitive RRP of £4.38. Price-marked packs will also be available at £3.99, while stocks last.
Imperial Tobacco has identified an area in the South of England where sales of miniature cigars are going from strength to strength. This area, which the tobacco manufacturer has christened ‘The International Brand Zone’, has a high level of international diversity; and higher awareness and trial propensity of international brands. Red and Blue Montecristo Minis will be available in over 8000 outlets which fall within the International Brand Zone.
Imperial Tobacco will distribute the two new Red and Blue Montecristo Mini cigar SKUs only. The traditional Montecristo mini cigars (yellow pack), made using 100% Cuban tobacco, which were launched in 2001, are sold through the distributor Hunters & Frankau, the appointed distributor for all handmade and machine made Cuban cigars in the UK.
Steeped in heritage, the Montecristo brand is recognised in over 180 countries and is renowned worldwide for the quality of its cigars. Crafted from 100% premium Cuban tobacco, handmade Montecristo cigars were first produced in 1935 by the famous cigar rollers of La Habana. The brand’s name was inspired by Alejandro Dumas’ novel ‘The Count of Montecristo’.
Imperial Tobacco’s Trade Marketing Manager, Linda van Kaam, comments; “Retail cigar sales generate around £35 million each year for retailers within the International Brand Zone and the main success is coming from the miniature segment*. Our market research shows a number of international brands have delivered improved sales performance and gained share during the last few years within this area of the UK** so it is the perfect place to launch the new Montecristo Minis Red and Blue variants.
“Imperial Tobacco is thrilled to be able to bring a new modern twist to this historic brand and offer adult smokers a premium cigar experience they can enjoy every day. The miniature cigar market is a highly competitive segment but with the brand’s world renowned heritage and high quality Cuban tobacco, we are confident Montecristo Minis will sell well and enable retailers to grow their cigar sales.”