ALTADIS U.S.A. LAUNCHES ROMEO Y JULIETA 1875 'RUN FOR THE ROSES' COMMEMORATIVE EDITION CIGAR TO CELEBRATE THE 150TH KENTUCKY DERBY
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FORT LAUDERDALE, Fla., April 15, 2024 ~ Altadis U.S.A., a leading producer of premium cigars, has recently announced the launch of their newest limited-edition cigar, the Romeo y Julieta 1875 'Run for the Roses®.' This special cigar pays tribute to the 150th running of the Kentucky Derby, known as the most famous horse race in the world. Altadis U.S.A. has partnered with Churchill Downs to create this exclusive cigar, which will be available for purchase at participating Liquor Barn stores and at Churchill Downs during the Kentucky Derby.

Founded in 1875, Romeo y Julieta is a globally recognized cigar brand with a rich history and tradition. "We are thrilled to partner with Romeo y Julieta to create a unique cigar for this milestone event," said Casey Ramage, Vice President of Marketing and Partnerships at Churchill Downs.

The Romeo y Julieta 1875 'Run for the Roses' 150th Kentucky Derby Commemorative Edition will come in two formats: a 50 x 6 Exhibicion No. 3 Toro (Box of 15-MSRP: $20 per cigar) and a commemorative 50 x 7 Churchill (Single cigar coffin box-$25 per cigar). The Toro will be exclusively sold at participating Liquor Barn stores in Kentucky and Liquor Barn retail kiosks around Churchill Downs. The Churchill single cigar box will only be available at Churchill Downs during the Kentucky Oaks on Friday, May 3 and the Kentucky Derby on Saturday, May 4. With only 2,000 single cigar boxes available, this commemorative edition is sure to be a sought-after item for both cigar enthusiasts and Kentucky Derby fans.

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Oliver Hyams, VP of Marketing at Altadis U.S.A., expressed his excitement about this collaboration stating, "Our team has created a unique blend and packaging that combines the classic attributes of our Romeo y Julieta 1875 line with the elegance of the official 150th Kentucky Derby branding and heritage. This project further solidifies our partnership with Churchill Downs and Liquor Barn."

The packaging design for the cigar was inspired by horse stables, and the cigars themselves are wrapped in rose-decorated paper as a nod to the Derby's "run for the roses" tradition. "We plan to showcase this unique packaging at our Romeo y Julieta activation tent located at Churchill Downs during the Kentucky Derby," said Olivia Saad, Brand Manager for Romeo y Julieta.

The cigar was blended by Altadis U.S.A.'s Grupo de Maestros and product capabilities team in the Dominican Republic. It features a complex blend of Nicaraguan and Dominican binder and filler tobaccos, as well as an extra aged Java Shade Indonesian wrapper.

"We have a longstanding friendship and partnership with both Churchill Downs and Altadis U.S.A.," stated Jonathan Blue, Advisor, Retail and Beverage Alcohol for Liquor Barn. "We are all very proud of this project and look forward to presenting this exclusive cigar to our customers and Kentucky Derby attendees."

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In addition to the cigar, Altadis U.S.A. has also created a custom Romeo y Julieta 1875 'Run for the Roses' torch lighter, which will be available for purchase at Liquor Barn kiosks during Oaks Day and the Kentucky Derby at Churchill Downs. The company is also working on another special project to celebrate Romeo y Julieta's own 150th anniversary, which will be revealed later this year.

Altadis U.S.A., known for crafting some of the world's most renowned cigar brands such as Henry Clay, Montecristo, H. Upmann, and Trinidad, has been in operation since 1918. For more information about their premium cigars, visit www.altadisusa.com.

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Liza M Santana/Gabriel Pineres

305.968.2384 /786.541.7411
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