Sweets and Classic premium cigarillo
Two premium untipped cigarillo products
In April, John Middleton's Black & Mild launched two premium untipped cigarillo products, Sweets and Classic, nationally.
Classic is for adult cigar smokers interested in a classic Black & Mild pipe tobacco taste, while Sweets is a more traditional cigarillo taste made from primarily air cured tobaccos. Both products are available in 5-packs and singles.
New products are important to the cigar category — over half of adult cigar smokers say they are looking for a new cigar to try. Middleton's new products have typically grown incremental share and we believe these two new products will be successful.
These products were in test markets in Ohio and Tennessee during 2010. Middleton found in initial product testing that there is significant interest and product appeal among both competitive and Black & Mild adult cigar smokers. The test market results exceeded Middleton's expectations and business objectives. Some key learnings from the test market were:
- Of those adult smokers who have bought and tried a Black & Mild untipped cigarillo, most have repurchased it.
- Of those adult smokers who have bought and tried a Black & Mild untipped cigarillo, 1 in 5 say that it is better than their regular brand; and 3 out of 4 say it is the same or better.
A majority of the cigar category is in the untipped cigarillo segment, which is the fastest growing segment, posing a great opportunity for the number one selling tipped cigarillo and the most consumer loyal brand, Black & Mild.
Middleton's trade programs encourage having the products in-stock and product displays accommodate all Black & Mild Classic and Sweets SKUs. Using point-of-sale materials will also drive awareness of the new products. These products are being introduced with a special introduction price to be competitive in the market.
Retailers can contact their Altria Sales & Distribution representative about these new products.