It’s been four years since La Riqueza cigars hit the market, and brand owner Pete Johnson (who also owns Tatuaje) laments that it’s become the weakest seller in his entire brand portfolio. Rather than cancel the line, he’s decided to repackage it, changing the format from 25-count boxes to 10.
“It might be more attractive in a 10-count box,” said Johnson. “I can’t find an audience for the cigar. We did a push at the [IPCPR] trade show to see if people would pay more attention to it. Right now, we’re just letting the old packaging run out.”
When La Riqueza was first released, the box-pressed cigars came in classic dress boxes of 25, adorned with vintage art, as La Riqueza is an old pre-Revolution Cuban line that Johnson revived in 2008. The following year, Johnson released La Riqueza Cabinet Selection, a five-size line of regular, round parejo cigars that came in slide-lid cabinets. The Cabinet Selection will also be repackaged into boxes of 10.
Johnson promises that all the sizes in both La Riqueza and the La Riqueza Cabinet Selection will remain in production. “I’m still making every size,” he said. “When I commit to a size, I do it forever.”
Retailing in the $7.00 to $10.00 range, La Riquezas are made in Nicaragua at the My Father Cigars S.A. factory. The blend consists of a dark, Connecticut Broadleaf wrapper around Nicaraguan binder and filler. They are warehoused and distributed by Tatuaje Cigars Inc., located in Los Angeles, just outside of Culver City.
“The 10-count box format is a heavy trend right now, and as much as I hate trends, I want to see the brand survive. I’m doing the same thing with the El Triunfador line. I think they’re both misunderstood in the market.”
Smokers should start seeing the new boxes hit shelves sometime early next year.