Fratello will now be distributed in Belgium and Luxembourg by Media Rueda, b.v.
Note: halfwheel’s holding company is called Rueda Media, LLC. “half wheel” translates in Spanish to “media rueda.” Given our media nature, we opted to reverse the words because it makes more sense in English. Media Rueda, B.V. is an entirely separate entity that has nothing to do with this website.
“We are so excited to welcome Media Rueda as our newest distribution partner in Belgium,” said Omar de Frias, founder of Fratello, in a press release. “I had a chance to meet 4 passionate cigar aficionados with an idea to bring a new class of premium cigars to Belgium where they saw an emerging market. With the vision they presented and the passion I saw this was an absolute no brainer for Fratello.”
While the distribution deal goes into effect today, the number of cigars on the market will start with just two sizes of Arlequín and the Fuoco size of both the Classico and Bianco. In the spring, the company says it will add two more sizes.