STG Launches Forged Cigar Company, Divides Cigar Portfolio

By Tobacco Business -January 13, 2021

STG Launches Forged Cigar Company, Divides Cigar Portfolio

Scandinavian Tobacco Group (STG)’s vast portfolio of premium cigars will soon be split between two companies. Today, STG announced the formation of The Forged Cigar Company, an independent national cigar distribution network. STG’s vast portfolio of tobacco products between Forged Cigar Company and General Cigar Company. The new company and its national distribution network represents a multimillion dollar investment by STG into the U.S. Premium Cigar category.

Forged Cigar Company was developed and formed by STG to deepen the support for the brick and mortar channel. Forged Cigar Company will serve as a stand-alone cigar distribution network with its own team consisting of 12 dedicated cigar sales professionals that are supported by independent marketing and customized programming for its brands.

Régis Broersma, senior Vice President of STG’s North American Branded and Rest of the World division, stated: “When we announced last year our withdrawal from the annual PCA Show, we committed to investing funds back into the premium cigar category. Today, with The Forged Cigar Company, we are doing just that with a multimillion dollar investment in the brick and mortar channel. In having two separate sales companies, we will have more feet on the street to better serve the needs of STG’s retail partners, and the ability to be more agile in supporting our current and future brands.”

Forged Cigar Company’s initial portfolio will include a curated mix of established and cult brands including Partagas, La Gloria Cubana, Bolivar Cofradia, Diesel and Chillin’ Moose. According to the press release, Forged Cigar Company will be leveraging relationships with its proprietary network of cigar factories to deliver product innovation that Broersma is describing as “giving the retailer and consumer what they want, when they want it.”

Leading Forged Cigar Company will be Sean Hardiman, a cigar industry professional with more than 11 years in the premium cigar category who has held various roles within General Cigar and other cigar manufacturers. During his career, Hardiman’s work has involved retail and sales management within several U.S. markets.

“I’m excited to lead this independent network. My team and I will support each brand under the Forged umbrella with its own unique programming, created and executed in partnership with brick and mortar retailers, and we will focus on helping our retail partners grow their business,” says Sean Hardiman, national sales manager of The Forged Cigar Company. “The Forged team will be ready to hit the streets running on February 1st. We’re looking forward to making our mark on the premium cigar category and to partnering with our network of retailers across the U.S.”

Among Forged Cigar Company’s sales team are Nate McIntyre (Springhill, TN); John Gallogly (North Kingstown, RI); Jim Murray (Reading, PA); Cameron Calhoun (Clairsville, PA); Jared Biocca (Somis, CA) and Dave Mealy (Tampa, FL). General Cigar Company’s current sales force remains intact and will continue supporting the company’s well-known brands including Macanudo, CAO, Cohiba, Punch and Hoyo de Monterrey, among a few others.

For all the latest news from Scandinavian Tobacco Group, visit st-group.com.