Tobacco Business

[ 60 ] TOBACCO BUSINESS [ JULY / AUGUST | 21 ] I In 2018, Scandinavian Tobacco Group Lane Limited (STG) acquired the entire Peterson pipe tobacco portfolio. Although STG’s primary focus has been cigars, pipes and pipe tobacco have also held an important place within the company’s tobacco business. As many pipe tobacco manufacturers have scaled back in recent years or left the market entirely, STG has doubled down on its pipe tobacco business and well-known pipe tobacco brands like Peterson. “There are only a few manufacturers left who are serving as caretakers of the pipe tobacco category. We feel a sense of responsibility to be good stewards of the category, to keep it fresh and engaging for pipe enthusiasts, and we take this responsibility seriously,” explains Max Stokkebye, pipe tobacco brand manager at STG. The reaction to Peterson pipe tobacco among retailers and pipe consumers has been, as Stokkebye describes it, “tremendous,” particu- larly as it relates to the former Dunhill brands. STG reports that its volumes for Peterson pipe tobacco have grown exponentially and that the company is selling more Peterson pipe tobacco now than it did prior to the year when the brand was originally discontinued. “During the year that the former Dunhill blends were off the market, there was a lot of pent up demand for the product,” says Stokkebye. “Today, demand and loyalty to the brand remains sky high, even though it had been off the market for the year. People were waiting and hoping that someone would bring the Nightcap blend back. Now that we have it back full time, it’s more popular than it’s ever been in recent history, with no signs of slowing down.” This year, the Tobacco Business Awards added a new category, Pipe Tobacco Blend of the Year, which was won by Peterson Nightcap. This pipe tobacco blend is your quintessential English blend. The Latakia is prominent, but overall there’s a balance to all the tobaccos used in the blend. The Virginia tobacco adds a balance and sweetness to Peterson Nightcap, the Oriental tobacco gives it a hint of floral notes, and the Perique adds a nice element of spice. Together, these tobaccos combine to deliver a balanced, satisfying and complex smoking experience for pipe enthusiasts. With 2020 forcing many to stay at home due to the COVID-19 pandemic, pipe smokers had ample opportunity to rediscover Peterson Nightcap, propelling it to the top of its category in this year’s awards. “There is so much heritage and nostalgia around this particular blend, and I think it offered a comforting escape for a lot of pipe smokers during a very challenging time,” says Stokkebye. “When we go through times like we had, we seek things that bring comfort and stability and often reach for the things we know and love the most. This blend offers a timeless experience that can always be counted on. I know I found myself thinking, ‘The world may be crumbling, but I still have Nightcap in my pipe.’” According to Stokkeybe, Peterson Nightcap is for connoisseurs, appealing to those seasoned pipe smokers as well as those that are new to pipe smoking. With the name’s recognition and heritage. Having Peterson Nightcap recognized as Pipe Tobacco Blend of the Year is gratifying in light of STG’s 18-month effort to keep this blend alive. The entire organization had to work to bring this blend back to the market, making this recent distinction rewarding as it notes people are appreciating the work and effort that’s gone into keeping the Peterson brand alive and present in the minds of pipe tobacco smokers. “Peterson Nightcap has an extremely loyal consumer base, many of whom only smoke Nightcap, so if a retailer doesn’t carry it, the consumer will find a store that does,” says Stokkebye. “Retailers that do carry Peterson Nightcap are guaranteed to have a dedicated, repeat customer. Additionally, Peterson consumers are not price- sensitive consumers, so there is opportunity for the pipe sale, the lighter sale and the premium cigar sale, as many pipe smokers also smoke handmade cigars.” TB Winning this year’s Cigarette Brand of the Year is Liggett Vector Brands’ Eagle 20’s Blue. Made in America, Eagle 20’s is an affordable cigarette brand made for the consumer that is a bit more budget conscious. OTHER WINNING PRODUCTS Boveda Butler, a bluetooth humidor humidity monitor device, was voted as the Tobacco Accessory of the Year. The Boveda Butler stored 10 days worth of temperature and humidity readings and helped cigar enthusiasts better monitor their humidor’s humidity control. Boveda discontinued the Boveda Butler product in April 2021 due to ongoing supply disruptions. Pipe Tobacco Blend of the Year: Peterson Nightcap