BRANDWATCH
58 ASIAN TRADER 17 OCTOBER 2025
Prianka Jhingan, Head of Marketing at
Scandinavian Tobacco Group UK, explains the
long-lasting, sophisticated appeal of Signature
Action, as the small and perfectly formed cigarillos
capture a larger and larger share of the market
Me & My Brand
tegral to the cigar category as a whole, and
much of Signature Action’s success is down
to them, as a large proportion of sales go
through this channel. The STG sales force
supports these retailers in a number of
ways to help them maximise cigar and ciga
rillo sales. This might include giving them
merchandising advice and reminding them
that cigars and cigarillos are exempt from
the plain packaging legislation, so should
always be stocked on the middle shelf of
the gantry where they are visible and more
likely to be purchased by adult smokers
who can see them. Or it could be about pric
ing where we recommend offering a range
of cigars and cigarillos with different price
points to meet differing consumer needs,
but in general to follow manufacturers’
guidance as those pricing recommenda
tions afford value for the consumer, whilst
giving exceptional margins for retailers.”
What trends are occurring in the sector?
“Whilst cigarillo sales are driving the cigar
category, within that the search for value
is still a motivating
factor for many adult
smokers, which is why
the Signature Action
range is really hitting
the spot for a growing
number of adult smok
ers. All three products
in the range offer a
high-quality smoke at
a very reasonable price,
as both the Signature
Action 10-packs have an
RRP of just £5.85 whilst
the new 17-pack has an
RRP of £9.89 and also
comes in a price-marked
version too.”
Describe your brand in three words …
Craftmanship. Flavour. Affordable.
Note
1IRI MarketPlace, Value and Volume sales, Time Period: w/e
06-07-2025
to strength over the last five
years. The segment may be the
smallest in terms of the actual
cigar size, but it is now easily
the largest of the four cigar
segments in terms of volume
and not far off the other three
combined in terms of value.
Our latest data shows total
cigarillos sales to be worth just
under £154m and growing in
value terms by nearly 12 per
cent YOY1.
Do you have any new product
development?
“The Signature Action cigarillo
range has recently grown to
three products, all of which are
now must-stocks for convenience retailers.
The latest addition is new 17 packs which
complement the existing ten-pack offer
ings, providing consumers with greater
choice and value, but feature the same
menthol flavour that has been synonymous
with the brand since launch. With
an RRP of just £9.89, the new
17-pack delivers good value for
money to consumers, position
ing it as a competitively priced
option in the market. It also offers
an attractive margin for retailers,
reinforcing STG’s commitment
to supporting its trade partners
with high-quality, high-demand
products. And that’s not been the
only addition to the range of late.
To further capitalise on this surge
in demand for flavoured cigaril
los, at the start of this year STG
introduced Signature Action Mix
cigarillos into the portfolio which
contain two capsules and combine
the flavours of Berry and Mint in
packs of ten.”
How important are independent retailers
to your brand?
“Independent retailers are absolutely in
Can you please give an over
view of your brand
“We were extremely proud to
celebrate the Signature brand’s
sixtieth anniversary two years
ago. Currently sold in over 80
countries worldwide, Signa
ture truly represents quality,
experience and craftsmanship.
As the original Café Crème
name suggests, the brand’s
heritage and original appeal
lies in the café culture of
European metropolitan cities,
and to this day its personal
ity is centred around shar
ing moments of enjoyment,
either alone or with family
and friends. Consumers like
the fact it mirrors the experience of a
high-quality large cigar and condenses it
into a short smoke that can be enjoyed at
any time. Here in the UK, the Signature
brand portfolio is worth around £45m in
annual sales, with strong products in both
the miniature cigar and cigarillo segments.
Our Signature Action cigarillos were first
launched back in 2020 and since then have
enjoyed steady growth as the cigarillo seg
ment has expanded and developed.”
How is your brand currently performing?
“As the popularity of cigarillos has grown so
have sales of Signature Action. In fact, sales
of the ten packs have nearly doubled since
last year, with a growing number of adult
smokers appreciating the great flavour and
more affordable price point compared to
other brands in the market. The cigarillos
have a natural tobacco leaf wrapper and
contain Virginia blend tobacco for a smooth
tasting experience and a dual mentholated
capsule in the filter for a cool and fresh pep
permint flavour. In short, it’s a high-quality
product at a comparatively low price.”
How is the cigarillos market currently
performing?
“UK cigarillo sales have gone from strength