Tobacco Business

[ 86 ] TOBACCO BUSINESS [ JULY / AUGUST | 21 ] TOBACCONIST / ON YOUR SHELF Drew Estate is celebrating 10 years of its famed Undercrown brand with the global release of Undercrown 10, a bold new ultra-premium addition to the highly rated cigar line. In early 2009, Drew Estate asked the torcedores working in the factory to smoke fewer Liga Privadas because the company was coming up short on cigars that needed to be shipped out. While the workers were disappointed, they took this request as a challenge and decided to create their own “liga” using many of the same vintage tobaccos. The result was what is known today as Undercrown, a blend that was born out of Drew Estate’s workers’ ingenuity, resourcefulness and passion for great cigars. Undercrown 10’s elegant packaging serves as a visual acknowledgement of Drew Estate’s pride in this brand. The blend for Undercrown 10 is described as complex, rich and bold, containing the highest priming of Mexican San Andrés dark wrapper, a Connecticut River Valley Broadleaf binder, and a blend of select and rare Nicaraguan tobaccos. “Undercrown is a noble prince of a brand, both humble and loyal, who is now to become a king,” says Jonathan Drew, founder and president of Drew Estate. “The new Undercrown 10 expression represents its super-premium platform, sealing the brand’s destiny ... as the good king whose brand promise is gratitude for our talented team at La Gran Fabrica. The new Undercrown 10 is so incredibly important to Drew Estate that we gave it two slogans: ‘A decade of dedication’ and ‘All dekked out.’ Add those two slogans to ‘Born on the factory floor,’ and the Shakespeare really unfolds.” Manufacturer: Drew Estate Sizes: Toro (6 x 52), Robusto (5 x 50), Corona (5 x 43) and Corona Doble (7 x 50) MSRP: $10.50-$13.60 per cigar UNDERCROWN 10 Undercrown 10 consists of four main sizes and a limited edition “Factory Floor Edition” Lonsdale that will debut in July. This special Lonsdale size will come in a commemorative 20-count box containing a unique “tobacco leaf library” that will give the purchaser a chance to see, smell and touch the leaves that Drew Estate’s torcedores chose for Undercrown 10’s special blend.