CWNews
Torano Family Cigars Retakes Control of Distribution
In a move that was hinted at through e-mail correspondence earlier this week with spokesmen Oliver Hyams and Brunce Lewis, Cigar Weekly has learned this afternoon, that Toraño Cigars is making sweeping changes to some of its company's functions and branding. According to the release, Toraño is retaking control of its distrubution network which it had ceded to CAO of Nashville, Tennessee in December of 2007 and was reported upon here at CW then. LINK
Toraño is announcing a company name change, according to the release, to the Toraño Family Cigar Company, stressing the family's history in the tobacco business since their days in Cuba. Emphasizing the family nature of the company, Toraño cites it as the reason for taking back the distribution, as well, in an effort to "enhance its personal relationships with the trade and consumers." Said Charlie Toraño "We are energized and excited to be announcing these positive changes."
Additionally, the new logo "combines contemporary, yet classical look" and "is symbolic of the company's new direction one which will focus on the introduction of innovative cigar brands, unique blends, and building a strong Toraño Family Cigars community." In explaining the company's latest moves, Charlie Toraño indicates that they are attempting to reconnect with their customers both in person and in cyberspace, hoping to develop a new community. "We recognize the value of building communication," Charlie said. "There's no better way to reach cigar smokers and the trade than through social media, the Internet, and the use of viral campaigns and the personal touch...." referring to in-store events at their retail customers' venues.
Additionally, todays announcement serves notice that the Toraño Family has new cigar lines to bring forth at the August trade show of the International Premium Cigar and Pipe Retailers (IPCPR) in New Orleans, Louisiana. They plan to "unveil Master by Carlos Toraño, and Single Region" both of which will be available only from retail outlets. Also coming out, will be a new bundle brand called Brigade.
"I am looking forward to seeing everyone at our upcoming trade show, and personally showing off all the changes which are taking place" said Toraño.
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