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STG Completes Aquisition of Alec Bradley – Outlines Plans

March 1, 2023 By Matthew Tabacco

 

 

Scandinavian Tobacco Group announces today that the company has acquired the business of the Alec Bradley Cigar Company including the brand portfolio, blend book and other intellectual property, along with product inventory in the US, Canada and Europe.

A leading player in the premium cigar space, the Alec Bradley brand stands for critically acclaimed cigars. The acquired brands include Prensado, Kintsugi, Alec Bradley Double Broadleaf, Fine and Rare, Black Market and other brands.

Alan Rubin, president and founder of the Alec Bradley Cigar Company will work with STG as an advisor on the Alec Bradley brand for the foreseeable future, reporting directly to Régis Broersma, president of STG’s North America and Rest of World division. It is anticipated that Alec Rubin and Bradley Rubin will be part of the STG US handmade cigar team moving forward.

Niels Frederiksen, CEO of Scandinavian Tobacco Group said, “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.”

Alan Rubin said, “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. 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.” 

STG will begin an integration planning process of the acquired business immediately, in collaboration with Alan Rubin. There will be a transition period of up to 90 days, during which time, the acquired business will continue to operate as usual.

Following the transition period, the Alec Bradley brands will be represented exclusively by STG’s Forged Cigar Company. Additional information will be communicated by STG to its trade partners in the coming weeks and months.

STG will uphold relationships with the valued partners who will continue manufacturing the Alec Bradley brands.

Régis Broersma, president of STG’s North America and Rest of World division noted, “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.”

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