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The company is streamlining its brands after a decade in the market

The Internacional Cubana del Tabaco S.A. (ICT) company celebrated Wednesday its tenth anniversary in the market of machine-rolled cigars, a celebration that will continue throughout this week as it happens together with the 13th Habano Festival, featuring a vast assortment out of its ten brands and more than fifty references displayed at the Festival’s Tradeshow.

Juan Giron, marketing director for Promocigar –a joint venture that sells machine-rolled cigars all around the world- underscored that sales have been faring well, “growing with each passing year because we count on a powerful portfolio of brands produced by ICT.”

He explained that the company has a similar responsibility to that of its bigger brother, Habanos S.A., though ICT distributes stogies, smaller machine-rolled cigars from the Montecristo, Cohiba, Partagas, H. Upmann, Romeo y Julieta, among other brands.

The portfolio includes brands in formats weighing less than three grams (Mini, Club and Puritos) and over three grams (Cristales, Decimos and Compay). Smaller formats are made up of the same raw material the much bigger habanos boast. These machine-rolled cigars also carry Cuban tobacco thoroughly handpicked for their smaller size.

According to experts, these are perfect cigars for people who are taking their first steps onto the world of habano, or for those who come looking for a more natural option other than cigarettes.

Giron said a tremendous effort has been made in recent years to rejuvenate the brands, to raise their image, which includes a presentation in tubes and more recently the launch of limited editions for the Cohiba and Montecristo brands, arrayed in a much mightier profile that reinforces the company’s high-quality products.

One of the innovations in the world market, the exec went on to say, is the marketing of Puritos in seven-unit tubes, a different presentation that replaces the former cardboard cartons and gives a more thriving image to those products. “In all those fields we’re focused on during this Habano Festival,” he added.

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