Shelf Talkers Beverage Suggestions
18 May, 2009- Trying to figure out which of your favorite beverages goes with which of your favorite cigar brands has always been a challenge. General Cigar is hoping to end the suspense, however, for three of its popular Honduran-made brands.
- A new program of in-store "shelf talkers" – small tags which are placed with the cigars on the display shelves of a walk-in humidor – is being rolled out this month at both smokeshops and at specialty wine and spirits stores that also carry cigars for three of General’s most popular brands: Excalibur, Hoyo de Monterrey and Punch.
- Each shelf talker suggests a type of spirit, beer and wine to compliment each of three blends:
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- - Excalibur: Excalibur, Excalibur Dark Knight and Excalibur Legend
- - Hoyo de Monterrey: Hoyo, Hoyo Dark Sumatra and Hoyo de Tradicion
- - Punch: Punch, Punch Gran Puro and Punch Rare Corojo
- On the Hoyo shelf talker, for example, the suggestions are:
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- For Hoyo de Monterrey:
- - Spirit: Blended Scotch Whiskey or Irish Whiskey
- - Beer: Pilsner
- - Wine: Bordeaux
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- For Hoyo de Monterrey Dark Sumatra:
- - Spirit: Single Malt Scotch
- - Beer: Imperial Stout
- - Wine: Red Zinfandel
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- For Hoyo de Tradicion:
- - Spirit: Single Barrel Bourbon
- - Beer: English Nut Brown Ale
- - Wine: Cabernet Sauvignon
- The shelf talkers also include individual tear sheets – as you might see in a supermarket – that you can take with you for reference.
- It’s an interesting idea and follows up on dozens of pairing events – and even a pairing guide – that General has sponsored since 2005. "We are pleased to offer premium cigar consumers a convenient solution to address their need for advice on pairing fine wines, spirits and beer with cigars," noted General Cigar’s vice president of marketing Debo Mukherjee. "This is the first of several initiatives designed to support the positioning of our products within the context of relaxation and indulgence."
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La Gloria Cubana Artesanos Retro Especiale has a Connecticut seed wrapper. The Mexican and Nicaraguan binder is enhanced by Nicaraguan and Dominican ligero and an additional peppering of proprietary Nicaraguan and Dominican leaf. 
