Imperial Tobacco’s new Castella Miniatures hope to appeal to busy smokers who haven’t got time to puff on a big cigar.
The mini versions will take on Hamlet Miniatures and Henri Winterman’s Café Crème in a sector where miniatures are increasing their share of the total cigar market.
Imperial Tobacco trade communications manager Iain Watkins predicted miniatures would increase their share to 46% by 2007. “We’re confident that this brand will be incredibly well-received - particularly because of Castella’s heritage - and because people don’t always have time to smoke a larger cigar.”
Imperial Tobacco will also relaunch filter-tipped Small Classic Filter in tins. RSPs for
both products are currently £3.22 for 10, to be confirmed after the Budget.
Trade support for the new launch will include PoS material in cash & carries as well as advertising in trade magazines and on Imperial’s trade web site.
Smokers might be more willing to try cigars but Lambert & Butler King Size is the nation’s favourite brand, according to Imperial Tobacco’s annual category overview. These account for 12.6% of sales, followed by Richmond.