Swedish Match lines up mild cigar brand for launch in UK

Tobacco company Swedish Match is planning to launch a new cigar brand in the UK, understood to be called Wings.

The mild cigar is due to come on to the market packaged in pocket-sized tins later this year.

The company already sells a range of cigars called La Paz, which come in a choice of sizes from miniatures to coronas. It also sells Willem II cigars – through cash and carry outlets – which are targeted at hotels and catering establishments.

The new cigar would face competition from leading brands such as Gallaher’s Hamlet and Imperial Tobacco’s Panama. An industry source says: “It’s a very difficult market to get into because of these other brands.”

Swedish Match appointed Mellors Reay & Partners as its first above-the-line advertising agency in the UK in April (MW April 16). The account is understood to be worth 3.5m.

The agency will also manage advertising for the company’s range of matches, which includes Swan Vesta and Scottish Bluebell.

Swedish Match awarded its 20m international account to Publicis in March (MW March 26).

The Swedish company embarked on a drive to achieve a consistent corporate identity and changed the name of Bryant & May – its UK-based smokers’ accessories distributor – to Swedish Match UK Sales in January last year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here