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.

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