STG to Rename Cafe Creme Cigarillos to Signature in U.K., Key European Markets

BOREHAMWOOD, UK—Scandinavian Tobacco Group UK announced a name change for the UK’s leading cigar brand from Café Crème to Signature, “aligning the name further to the positive consumer perceptions of the brand as authentic, premium and a contemporary high-quality product.” STG faced the possibility the brand could be banned in France in 2017 due to its flavor reference.

Cafe Creme was launched in 1963 as the first-ever miniature cigar in a tin and has achieved steady growth for over 50 years. It leads the UK market with 35.9% share overall, and 67.8% share in the miniatures segment.

The new Signature brand name will be rolling out in UK stores from February 2019 with a phased transition to ensure high awareness amongst retailers and consumers alike. This will include the launch of new transition packs from October which will feature an on-pack flash highlighting that the name will soon be changing to Signature. Each pack will also include an inlay inside the tin with additional details informing consumers of the name change and reassuring them the cigars will remain the same.

New tins, featuring the same pack design used currently and showcasing the Signature name, will then be brought to market in February, to allow ample time for the transition to take place.