Cigar Aficionado

Villiger Cigars Get New Brands, New Look

Production has already started on Villiger North America's three new cigar brands slated for commercial release on April 1, and they will all sport a modern look far edgier than the company's traditional packaging designs. The most striking of the three will be a brand called Trill by Villiger. Conceptualized by Villiger's director of marketing Fabian Barrantes, Trill takes the image in a new direction with its contemporary fonts and bolder, more youthful appearance.

"In the music and entertainment industry, the word ‘trill' is another term for real or genuine," explained Barrantes. "The concept is to reach new smokers using modern design but traditional blending. There are so many young, experienced and educated smokers who can understand complex blends-real smokers. Trill is true to the real smoker."

After four designs, Barrantes and Villiger agreed to the logo depicted above. The Trill brand will be made in the Dominican Republic at Tabacalera La Palma, which is owned by Jochi Blanco. Featuring a Cuban-seed Dominican wrapper, Trill consists of mostly Dominican tobacco and should retail in the $6.00 to $7.00 range. It comes in four sizes: Toro, Robusto, Torpedo Gordo and Gordo.

A more full-bodied maduro brand dubbed Cabareté Maduro by Villiger is also in the works. This upcoming box-pressed brand has a Nicaraguan wrapper, Dominican binder and a filler blend of Dominican and Nicaraguan tobacco. Like Trill, it is also made at Tabacalera La Palma. "The brand is named after a beach in the Dominican Republic," Barrantes said. "There's a tobacco farm right next to it and some of those tobaccos are in the blend." Its four sizes (Robusto, Torpedo Largo, Corona and Toro Largo) will retail from $7.00 to $8.95.

Barrantes is also working on a new Connecticut line called Villiger Connecticut Kreme. Tabacalera La Palma will be producing this four-size line as well.

Villiger entered the premium cigar world in 2008 when it released the Villiger 1888 brand. Its portfolio now includes the Villiger Colorado, Villiger Talanga and the recently released 125th anniversary cigar.

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