Stogie News: Deal Unites CAO, Toraño, and General Cigar

A major deal between Stockholm-based Swedish Match, parent company of General Cigar (Macanudo, Punch, La Gloria Cubana, Hoyo de Monterrey, Partagas, Cohiba), and the Denmark-based Scandinavian Tobacco Group (CAO, Toraño, Henri Wintermans) will merge their many well-known brands under one entity.

The two companies have signed a letter of intent to create a joint venture combining their handmade cigar operations with STG’s entire tobacco operations. Swedish Match’s machine-made cigars (which include White Owl and Garcia y Vega) are not part of the deal, but the companys’s online and mail-order retailer Cigars International reportedly is. The joint venture will be controlled by STG, with Swedish Match owning 49 percent. The deal could be finalized as early as this summer.

What the Merger Means for the Industry

As we’ve written before, consolidation is an ongoing theme in the industry and this deal continues the trend. Among other things, consolidation helps cigar companies overcome the increasingly challenging tax and regulatory burdens through economies of scale.

The key part of this mega-merger is that it sets up the newly created joint venture to challenge Altadis. The deal means Altadis finally has a rival in the premium cigar category that can  match it for size, volume, and marketing budget.

The new combined operations may also lead to some cost savings, as the sales representatives and distribution channels will likely be dovetailed. Since the companies were already major tobacco buyers, their access to the best tobacco is unlikely to change significantly.

Fans of cigars made by both groups will be pleased to know that the blends and brands are also unlikely to change anytime soon. General Cigar recently closed its Villazon factory in Honduras (shifting production to Danlí) so it’s doubtful that STG will be shifting any of its production to those facilities. But the fact that CAO and Toraño now will have access to General Cigar’s Dominican factories could be important going forward.

-Patrick S

photo credit: General Cigar