AVO changes

January 8, 2015

According to Cigar Aficionado, Davidoff is changing its Avo line.  This comes after the company revamped its Winston Churchill line last year.  According to CA,  the Avo line is getting a facelift  and some of the lines are being discontinued.  The company also is changing the Avo slogan.  No longer will it be “Cigars in perfect harmony” instead it will be “Savor Every Note.”  The changes will be apparent shortly as the changes are being made this year.

According to the article:

“The brand needed to be freshened up in terms of offerings, packaging and communication,” said Richard Krutick, director of marketing for Davidoff of Geneva. “The refresh is an evolution of the brand, not a revolution. It's about staying true to Avo's core, but also modernizing it for today's consumer.”

The Avo Maduro is one of the lines being dropped so once they are gone….well you know.  The Avo Signature also is going.  The Avo Domaine, Avo Heritage, and Avo XO are all sticking around albeit with new packaging.  According to CA the new packages will replace the side lid boxes with hinged lids featuring the Avo monogram.  The Avo Classics are still going to be around but one thing the article stressed, and something I didn’t know, that the Avo Classics all contain some tobacco that is really old.

“The Avo brand has been an industry staple for 27 years,” said Krutick. “We want to tell stories that have been around since the brand's inception, but never told. For example, there is a piece of 25-year-old tobacco in every Avo Classic. Henke [Kelner] has a bail in the Dominican Republic that he refreshed every year.”

Davidoff says none of the blends will change.


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