Scandinavian Tobacco Group (STG) is founding a new distributor to handle many of their premium cigars. This new distribution network, The Forged Cigar Company, will be joining General Cigar Co. in distributing STG’s handmade cigars country wide. However, STG has stated Forged will operate independently.
STG has also expressed that they believe Forged will help them better manage their huge portfolio of brands and, in turn, better service retailers. The new distributor will assume responsibility for several STG brands beginning on February 1. These brands include Bolivar Cofradia, Chillin’ Moose, Diesel, Dominican La Gloria Cubana, and Dominican Partagas.
Of course, this is a significant investment for STG. According to Regis Broersma, who is senior vice president of North American branded and rest of world division, it’s the culmination of a conscious commitment:
“When we announced last year our withdrawal from the annual PCA show, we committed to investing funds back into the premium cigar category. With The Forged Cigar Company, we are doing just that with a multimillion dollar investment in the brick-and-mortar channel.”Regis Broersma, STG
As of this writing, Forged is comprised of a 12-person sales team with National Sales Manager Sean Hardiman at the helm. Hardiman has worked in sales management positions within many U.S. markets, bringing more than a decade of experience in premium cigars alone. Seems like a promising start for a new distributor.