8 TOBACCO BUSINESS | MAY / JUNE | 22 F EATURE S MAY / J UNE 2 0 2 2 ON THE COVER: MICHAEL ZERCHER OF 22ND CENTURY GROUP PHOTO BY RICHARD DUBROFF/ FINAL FOCUS 32 32 CHOOSING THE FUTURE When faced with a decline in smoking rates and increased regulations, 22nd Century Group chose to take a problem head-on by developing a cigarette product that offers smokers the same smoking experience with far fewer risks. 44 MAKING COLLABORATIONS WORK What makes a collaboration successful? Justin Andrews shares how Scandinavian Tobacco Group leverages collaborations and partnerships to help it achieve its goal of becoming a leader of the handmade cigar category. 52 BLENDING WITH A PASSION Manuel Inoa is one of the premium cigar industry’s most respected and celebrated master blenders. Now he’s taking you into his blending process and sharing how he brings his cigar blends to life. 60 DIWP For over 20 years, Eddie Tarazona has worked hard to build up his namesake premium cigar brand and has done so by putting passion at the forefront of his business. 68 BANKING ON EQUITY How George James built his premium cigar brand, Vorieo, by ensuring retailers and consumers realized the uniqueness of his products and his brand’s perceived value.
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