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Cigar News: Scandinavian Tobacco Group To Acquire Alec Bradley Cigars for $72.5 Million

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Acquisition Will Expand STG’s Portfolio in U.S. and International Markets

 

February 22, 2023 – Richmond, VA – Scandinavian Tobacco Group (STG) has announced an agreement to acquire Alec Bradley Cigars. The transaction is expected to close on or about February 28, 2023.

Founded by Alan Rubin in 1996, the Alec Bradley cigar business is a leading player in the premium cigar space. The brand stands for critically-acclaimed cigars and the portfolio includes Prensado, Alec Bradley Double Broadleaf, and Black Market among their numerous other brands.

cigar advisor news – stg to acquire alec bradley cigars – release - alec bradley cigars logo

“A latecomer to the 90’s Cigar Boom, getting Alec Bradley cigars into the market was no easy ride,” wrote Cigar Advisor Managing Editor, John Pullo, in a Dec. 2018 feature on Alan Rubin. “But with a string of high ratings to the company’s credit, their cigars have earned shelf space next to the classics. Emphasis, here, on “earned”: AB’s success is the result of hard work and taking chances, and Alan Rubin & Co. have more than industry’s accolades to show for it – many of their marques have found their way into the humidors of millions.”

It was Henke Kelner, owner of the Occidental Factory and blender for Davidoff Cigars, that gave Alec Bradley founder Alan Rubin and Ralph Montero the momentum to compete in the premium cigar market. It was Occidental Reserve, a high-quality cigar sold at an affordable price in bundles.

Long time Alec Bradley cigar smokers may also remember the uniquely shaped, Trilogy line, a triangular-pressed cigars that Alec Bradley even reprised in a limited edition several years ago.

According a Cigar Advisor interview with Alan Rubin, it was the Alec Bradley Tempus selection that “shined the big klieg light on the company.” In 2008, the Tempus Centuria landed a ’94’ in both Cigar Insider and Aficionado.

More bestselling lines like Medalist and Project 40, not to mention the annual Filthy Hooligan barber pole cigars released every March for St. Patrick’s Day. Eventually, Alec Bradley Cigars ushered-in the next generation of cigar marketers – Alec and Bradley Rubin – Alan’s sons and the namesakes of the company who are responsible for the high-scoring Kintsugi selection.

cigar advisor news – stg to acquire alec bradley cigars – release - stg logoAccording to the press release, STG continually seeks opportunities to expand their strong portfolio with the aim of becoming “the undisputed global and sustainable leader in cigars.” Moreover, in a related report on the Alec Bradley acquisition, STG CEO Niels Frederiksen said the acquisition “will expand our portfolio of highly regarded premium cigars in the U.S. and international markets, delivering material value to our shareholders.”

STORY UPDATE:

On March 1, 2023 Scandinavian Tobacco Group announced that they had officially acquired the business of the Alec Bradley Cigar Company. The acquisition includes the brand’s portfolio, blend book, and other intellectual property, plus product inventory in the U.S., Canada. and Europe.

Alan Rubin, president and founder of the Alec Bradley Cigar Company will work with STG as an advisor on the Alec Bradley brand for the foreseeable future. He will report directly to Régis Broersma, president of STG’s North America and Rest of World division. It is anticipated that Alec and Bradley Rubin will also be part of the STG U.S. handmade cigar team.

“I am extremely excited for the next chapter of the Alec Bradley cigar business and view the acquisition by STG as a pivotal point in the life cycle of the Alec Bradley brands,” said Alan. “Our union with STG will further propel the Alec Bradley brands, enhancing our growing position in the market and opening the door to expanded global distribution. Together, we will leverage STG’s resources to bring the Alec Bradley brands to their full potential. I would like to take this opportunity to thank the Alec Bradley team and the premium cigar community for their ongoing commitment to the Alec Bradley brands.”

STG will begin an integration planning process of the acquired business immediately, in collaboration with Alan Rubin. There will be a transition period of up to 90 days, during which time, the acquired business will continue to operate as usual.

Following the transition period, the Alec Bradley brands will be represented exclusively by STG’s Forged Cigar Company. Additional information will be communicated by STG to its trade partners in the coming weeks and months. Moreover, STG will uphold relationships with the Alec Bradley’s valued partners who will continue manufacturing the Alec Bradley brands. CA

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Gary Korb

Gary Korb

Executive Editor

Gary Korb has been writing and editing content for CigarAdvisor.com since its debut in 2008. An avid cigar smoker for over 30 years, he has worked on the marketing side of the premium cigar business as a Sr. Copywriter, blogger, and Executive Editor of Cigar Advisor. A graduate of the Newhouse School of Public Communications at Syracuse University, prior to his career in the cigar business, Gary worked in the music and video industry as a marketer and a publicist.

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