Toraño Changes Packaging and Price on Reserva Selecta

For 14 years, Reserva Selecta was a part of the Toraño cigar portfolio. Today the cigar has been relaunched with a new look and a lower price.

The mild- to medium-bodied smokes come in four shapes: a Robusto that measures 5 by 50; Churchill, 7 1/4 by 48; Torpedo, 6 by 52; and the new BFC measuring 6 by 60. They are made with the same blend as before: Connecticut-shade wrappers, binder from Indonesia, and a mix of Dominican, Nicaraguan and Honduran fillers.

The cigars were once shrouded in cedar, presented in crystal tubes and packed 20 to the box. The packaging proved unpopular. “Consumers and retailers continue to heap praise on the blend, but have asked us to eliminate the tubes to save both cost and shelf space,” said Charlie Toraño, president of the Toraño Family Cigar Co. The cigars have lost the glass and the cedar, and their new boxes are more narrow, allowing them to fit better in crowded humidors.

The price for the cigars have been reduced to $6.95 to $8.30 per cigar. They are on shelves now.


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