With premium cigars getting thicker and thicker, Alec Bradley is responding to the growing trend with its budget-friendly Project 40 and Project 40 Maduro lines, both of which are getting mammoth 70-ring-gauge additions.
“We listened to the needs of our brand advocates and found it was the right time to add 7-inch-by-70-ring-gauge cigars to both lines,” said Alec Bradley founder Alan Rubin. “When we first launched the Project 40 Experimental Series, I promised the right cigar, with the right blend, at the right price. That statement still stands for these new iterations.”
Called the 07.70, the Project 40 7-by-70 cigar will retail for $8.85, whereas the Project 40 Maduro 7-by-70 will go for $9.50. It’s scheduled to debut at the PCA trade show in Las Vegas next month, where it will be available for preorder, and is expected to start shipping to retailers in August. The 07.70 ships in white boxes of 24.
Like all other Project 40 cigars, the 07.70 is made at the J. Fuego Cigar Co. de Nicaragua factory in Estelí. The natural version of the line consists of a Nicaraguan wrapper and filler leaves with a Brazilian binder, whereas the Maduro version has a dark Mexican San Andrés cover leaf.
Project 40 and Project 40 Maduro (released in 2019 and 2020, respectively) were created following a high-minded concept stating that 50 percent of one’s happiness stems from genetics while 10 percent is based on circumstance. The other 40 percent is said to be controlled by one’s own mindset, and can be fulfilled through outlets such as leadership, creativity, physical well-being and financial success, or in Alec Bradley’s belief, a premium cigar at an affordable price.
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