Alec Bradley ACQUIRED by Scandinavian Tobacco Group (STG)

by Alek Olson, ATF Magazine

The recent acquisition of Alec Bradley Cigar Co. by Scandinavian Tobacco Group (STG) for around $72.5 million is a crucial move towards STG's goal of becoming the leading global cigar company in a sustainable way. The deal was finalized on February 28th, and for the next 90 days, Alec Bradley will function as usual before being integrated into Forged Cigar Co.

Although STG has not revealed how the acquisition will impact Alec Bradley's salesforce, Forged's sales team will likely expand. The transaction did not include Alec Bradley's Fort Lauderdale, Florida headquarters. Meanwhile, Alan Rubin, the founder of Alec Bradley, will advise STG, while his sons, Alec and Bradley Rubin, will join the company in unknown positions.

STG intends to use Alec Bradley's portfolio to enhance product innovation and brand activations, resulting in more excitement in the handmade cigar category for enthusiasts and trade partners. According to Alan Rubin, this move will bolster Alec Bradley's market position and allow the company to expand its global distribution.

In 2021, STG established two sales teams: General and Forged, and Alec Bradley's portfolio will be included in Forged's existing list. The Alec Bradley acquisition is a significant addition to STG's range of highly-regarded premium cigars, which will boost sales and satisfy Alec Bradley's loyal customers worldwide. STG also controls other cigar-related businesses, including Cigars International, Thompson Cigar, and Agio.