When Two Become One
Published in CSP Daily News
Commonwealth Brands, Altadis USA form newly named company
FORT LAUDERDALE, Fla. -- The integration of Altadis USA and Commonwealth Brands has formed a newly named company: Commonwealth Altadis Inc.
In May, the companies announced that they were integrating sales and marketing units to form one unified team. The goal of the integration was to provide greater sales coverage and more comprehensive service to customer in both cigarettes and cigars.
At the time, Eric Workman, senior vice president of marketing for Altadis, told CSP Daily News that the integration would combine two of Imperial tobacco's assets into a better, combined company. "One plus one, hopefully, equals three."
He said that the integration would bring the cigar sales force to about 800 people, making it one of the larger forces in the industry. Cigarettes, he said, would be able to benefit from the cigar side's "long-established relationships from brands with solid market shares."
He said, "I think we're fortunate on both sides that there's real quality people who are leading this."
Fort Lauderdale, Fla.-based Altadis U.S.A. is a leader in the U.S. mass-market cigar category. Altadis manufactures and markets brands such as Dutch Masters, Backwoods, Phillies, White Cat and Antonio Y Cleopatra and many others. Commonwealth Brands' cigarettes include Davidoff, Sonoma, Montclair and USA Gold. Its portfolio of tobaccos consists of the Premier, McClintock, Rave and Bali Shag brands. Based in Goodlettsville, Tenn., it employs more than 900 people across all 50 states.