ArticleMar 7, 2007
Best-seller and classic
LA PAZ IS SWEDISH MATCH´S largest cigar brand in
Europe, measured in sales volume. This success is attributable to the strong brand.
A brand is the most important asset of any company selling consumer goods, and facilitates the knowledge and recognition of the product.
"A brand should always
clearly reflect what it
stands for through delivering
products that meet its
recognized standards. The La
Paz brand has done this consistently
over the years and that is
one of the main drivers behind its
success in such countries as France,
the Netherlands and Spain," says Marcel
Verhoeven, International Brand Director
Cigars, Swedish Match International Division.
La Paz stands for authentic and flavorful
cigars with distinctive taste and aroma. It is
best known for its Wilde range, with the uncut
end revealing the exciting composition of 100
percent tobacco leaves. However, in addition
to uncovering the wild character, the unique
shape also facilitates the full and rich aroma
to bloom from the very beginning.
The foundation of a Wilde La Paz is an aromatic
Besoeki (Java) or a somewhat sweeter
Mata Fina (Brazil) wrapper of superior quality.
The wrapper is sometimes bound anti-clockwise
with the vein of the leaf on the outside,
which also adds to the whimsical appearance
of the La Paz cigar. The binder leaf is almost
always made from Besoeki tobacco. The blend
in each Wilde varies of course, but consists
predominantly of a sophisticated mixture of
Besoeki, Mata Fina and Remedios tobaccos.
The brand presents no less than thirteen different
products, in varying sizes and characters
- from the small Mini Wilde to the top-seller
Wilde Cigarillos and the new Miniaturas and
from the classic Indonesian taste to exotic
vanilla.
"A Wilde Cigar spreads its aroma as you
light it up, even before taking the first puff. It
builds up the taste gradually as the filler, binder
and finally the wrapper burns. Hence it is in
fact the most authentic cigar there is. It reveals
how all cigars were at the time when the Mayas
called them Sik´ar, " says Marcel Verhoeven.