Toraño Cigars Marketing plan for "Roots Run Deep" in 2010
Board chairman and president, respectively, the father and son are highly-recognized and respected in the dark-tobacco world, as their family-owned company approaches its 2016 centennial. Being rightfully proud of their Cuban heritage and their legendary history in the craft of premium tobacco and cigars, the two launched their nationwide Tour last year. To say it was a success puts it mildly.
"We averaged over a hundred guests at each event," recaps the younger Toraño. "The smokers' excitement, combined with the upbeat ambience, special deals, unique Toraño merchandise, authentic Cuban food and beverages...simply ignited the three-hour cigar parties. Felipe Sosa, our ten-year veteran roller...I believe he's the best in the country...rolled a specially-blended cigar made exclusively for attendees of these Tour events." We then announced this previously-unnamed cigar "Tour Blend 2009." Due to its acclaim, we decided to produce limited runs of the cigar in a 6" x 50 Toro shape, selling them only through retailers who hosted the events.
"Dad and I divided our attendance at the parties," Toraño states. "The Tour was our most successful promotional campaign ever ... not only for our cigars, but for the recognition and praise we received from at each retailer's shop. To be face-to-face with the enthusiasm regenerated us time after time."
The Tour was also the springboard for Toraño's latest blend in the Exodus series, following the original Exodus 1959 ("Gold") and Exodus Silver, two of the consistently highest-rated cigars by the media. Christened "Exodus 1959 - 50 Years," it celebrates the 50-year triumph by the Toraños and other tobacco families over the Castro regime. A unique new blend ... rich, with a smooth, gorgeous wrapper ... the new Exodus 1959 - 50 Years (nicknamed "Copper") is gaining marketplace attention and sales momentum. According to Toraño, "We see Exodus 1959 - 50 Years taking its place in popularity, alongside its predecessors."
The Tour begins this February 26 and 27, at two Dallas-area Up In Smoke shops. Contact information is posted in the "Future Events" calendar on the Toraño cigars website, as are some upcoming tour dates. All will appear on the calendar as the tour takes shape. The Exodus 1959 - 50 Years will be spotlighted, along with the new Companion Pack, a "Buy Three, Get One Free" four-cigar sampler, all 6" x 50 Toros: Casa Toraño Natural, Casa Toraño Maduro, Cameroon 1916, and Virtuoso.
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Gary Korb has been writing and editing content for CigarAdvisor.com since its debut in 2008. An avid cigar smoker for over 30 years, during the past 12 years he has worked on the marketing side of the premium cigar business as a Sr. Copywriter, blogger, and cigar reviewer. 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.Show all Gary Korb's Articles