Scandinavian Tobacco Group (STG) has completed its acquisition of Alec Bradley Cigar Company. The deal includes Alec Bradley’s brand portfolio, blend book and other intellectual property in addition to product inventory in the U.S., Canada and Europe. The acquired brands include Prensado, Kintsugi, Alec Bradley Double Broadleaf, Fine and Rare, Black Market and other brands.
It has been revealed that Alan Rubin, president and founder of Alec Bradley Cigar Company, will serve in an advisory role within STG and continue to work with the Alec Bradley brand for the foreseeable future. Rubin will report directly to Régis Broersma, president of STG’s North America and Rest of the World division. Rubin’s sons, Alec and Bradley, will join STG’s U.S. handmade cigar team going forward.
“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,” commented Alan Rubin. “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.”
Niels Frederiksen, CEO of STG, added: “The acquisition of the Alec Bradley cigar business is another important step toward our goal of being the undisputed global and sustainable leader in cigars. Through this impactful, bolt-on acquisition, STG will expand our portfolio of highly-regarded premium cigars and increase sales by continuing to meet the high expectations of Alec Bradley’s loyal consumers in the US and globally. We will also leverage the strength of the Alec Bradley brand portfolio to deliver more excitement to the handmade cigar category, benefitting the cigar enthusiast and our trade partners. We look forward to drawing inspiration from and working with Alan Rubin to uphold the legacy of the Alec Bradley brands.”
With the help of Alan Rubin, STG has begun an integration planning process for the acquired business. There will be a transition period of up to 90 days. During this time, the Alec Bradley Cigars will continue to operate as usual. After the transition period, Alec Bradley brands will be represented exclusively by STG’s Forged Cigar Company. STG also stated that it will, “uphold relationships with the valued partner who will continue manufacturing the Alec Bradley brands.”
“The acquisition of the Alec Bradley cigar business will have a transformational effect on STG’s global handmade cigar business. With a more comprehensive blend book and an expanded set of manufacturers in our network, we will deliver unprecedented innovation to our entire portfolio, further enhancing our strong position in the premium cigar space,” added Broersma.
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