The Toranos have kept alive the memory of those epochal events, commemorating the tragedy by producing a series of Exodus 1959 premium cigars. The 2001 release of the Exodus 1959, which became known as the Exodus Gold, due to its band’s gold trim, was followed by the Exodus 1959 Silver Edition in 2002. Both cigars, over the ensuing years, have earned stunning ratings throughout the cigar world. Now, Torano speaks with a different voice, when he describes the family’s latest flagship cigar, the Exodus 1959 – 50 Years, and what it represents.
“The Exodus 1959 Gold and Silver introductions,” he states,” were meant to remind the cigar world of the physical and emotional agony we compatriots suffered. Today, however, our message is one of celebration. Our Cuban tobacco families have triumphed, following 50 years of their dedicated work, in recreating the industry in all the countries that we know of … notably Honduras, the Dominican Republic and Nicaragua. My grandfather and his uncle were pioneers in establishing Cuban-seed tobacco in the last two. All of us have grown, blended, and perfected tobacco in these countries, creating a vibrant industry worldwide.”
Early this year, Charlie Torano and his father, Carlos, the company’s chairman of the board, have been hosting retailer events on their nationwide “Our Roots Run Deep” Tour. The Tour’s theme calls attention to their four generations in dark tobacco and premium cigars … the family celebrates its century mark in 2016. The highlight of the Tour’s retailer events, which will continue throughout 2009, is the Exodus 1959 – 50 Years cigar, which is presented in their Seleccion Exclusiva 5-cigar Sampler. According to Torano, the sampler, especially the new cigar, is being received with acclaim, and sales have reportedly been phenomenal.
“This Summer,” says Torano, “will see the national launch of the Exodus 1959 – 50 Years. The cigar’s iconic Exodus band is trimmed in a warm, old-style copper color, and we anticipate that smokers may refer to it as the ‘Exodus Copper.’ The cigar is available in three shapes … 5 x 50, 5-1/2 x 52 Torpedo, and 6 x 48. The wrapper … very dark, with a lush, oily sheen … adds visual impact. It is the most full-bodied blend of the three Exodus brands, but with a subtle, natural sweetness and balance that were very difficult to achieve in such a powerful cigar. The presentation for the Exodus 1959 – 50 Years is 24 to the box, with a price range similar to the other Exodus lines.” Torano advises, now that the Exodus 1959 – 50 Years line has been officially introduced, he and his father will make the cigar the focal point of their continuing Tour, as they did with the Seleccion Exclusiva Sampler, which included a pre-production sample of the Exodus 1959 – 50 Years blend. Torano suggests retailers and smokers consult the company’s Web site, www.Torano.com, for the itinerary of the Tour.
This brand-new Web site, launched at press time, incorporates a video blog section that shows visitors the Torano family’s daily activities at the Honduran and Nicaraguan factories, the Miami office, and events. Beautiful imagery of the tobacco fields and factories, along with continually expanding forums, help contribute to the cohesiveness of the Torano community. The site has a fresh, different look and feel, in line with the “Our Roots Run Deep” marketing platform, which debuted at the end of last year.
Torano notes three focal points in the new “Our Roots Run Deep” advertising campaign, which first appeared in December, 2008 … the Torano heritage, the solidarity of the father and son team, and its “Never Smoke Alone” message. That last feature is augmented by a new introduction, the Torano Companion Pack. This four-cigar pack’s “Buy three, get one free” pricing encourages smokers to share a cigar with a friend when fishing or hunting, at poker parties, golfing, or just hanging out. The four cigars, all 6 x 50 Toros, include one each Casa Torano, Casa Torano MAduro, 1916 Cameroon, and Virtuoso.
Suggested retail pricing for the Exodus 1959 – 50 Years and Companion Pack will be announced at their late-Summer introduction, at which time they will begin appearing at Torano retailers.
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