Alec Bradley has announced Project 40, a new value-priced brand that will begin to ship globally in mid-May.
Project 40 was inspired by the popular research-based initiative of the same name that focuses on building resiliency and helping people take control of their happiness. According to believers in Project 40, 50 percent of one’s happiness stems from genetics while 10 percent is based on circumstance. According to the initiative, the other 40 percent is said to be controlled by one’s own mindset, and can be fulfilled through outlets such as leadership, creativity, physical well-being and financial success.
“Project 40 is a generally accepted concept in multiple industries with the end goal to find how a service or product can have a positive impact on the mind and body,” said Alan Rubin, founder of Alec Bradley Cigar Co. “Since cigars bring people together, cause for relaxation and create positive experiences, I asked myself why this concept should not be applied to premium cigars.”
The Project 40 blend consists of Nicaraguan filler and a Habano-seed Brazilian binder, all covered by a reddish, colorado wrapper from Nicaragua.
Project 40 will ship in four sizes named after their dimensions: 05.50, which measures 5 inches by 50 ring gauge; 06.52, 6 by 52; 07.50, 7 by 50; and 06.60, 6 by 60. The cigars range in price from $5.25 to $5.99 and will ship in 20-count boxes.
The cigars are produced at the J. Fuego Cigar Co. de Nicaragua factory in Estelí. Alec Bradley also said that Project 40 will first ship to retailers in the United States before heading overseas.