NeverAsh Releases New Amici Line; Renames Existing Portfolio

The Amici, a new line from NeverAsh Cigarss, has begun arriving at retailers as well as at the company’s online store.

The new line, which is a regular production addition to the company’s portfolio, gets its name from the Italian word for friends, which was selected as a way to honor and celebrate all of the friends made since launching. “The conversations we’ve had with customers, retailers, social media influencers, and podcast groups have all been so encouraging throughout our journey,” said Tom Grilli, co-owner of NeverAsh. “NeverAsh is honored to be a part of such a great community of cigar smokers. We cherish each relationship and look forward to meeting many more.”

The line uses an Ecuadorian-grown Cameroon wrapper, an Indonesia-grown Sumatra binder, and fillers from the Dominican Republic, Pennsylvania and Nicaragua. The blend was created with William Ventura, with the line produced by the El Maestro factory in Tamboril, Dominican Republic. It is offered in two sizes:

• NeverAsh Amici Robusto (5 x 50) — $12 (Box of 20, $240)
• NeverAsh Amici Toro (6 x 52) — $16 (Box of 20, $320)

The packaging includes a new band with the ash now made from a UV-reflective material and the cigar wearing a secondary label with the Amici name. Both the band and box have Italian structures engraved on them, including the Grilli family’s hometown church from Amaseno, Italy, as well as the Coliseum and St. Peter’s. Grilli said that the design and production process of the bands and boxes began in November 2022 during a trip to the Dominican Republic.

In addition to the new line, the company has recently completed a renaming and rebranding of its existing portfolio, a process that started after the company exhibited at the 2022 PCA Convention & Trade Show. Grilli said that the term NeverAsh began “as a catchphrase with our large Italian family and friends during many nights enjoying beverages and good conversation,” but said that it felt natural to rename its existing cigars with an Italian theme “and pay tribute to our culture that makes us who we are today.”

As such, the cigar formerly known as the Churchill is now Il Padrino, Italian for godfather; the Torpedo is now La Notte, Italian for the night; and the Figurado is now known as Il Piccolo, or the short one.

“By renaming each cigar, this gives us the flexibility to add more vitolas to each blend,” Grilli said, noting that the company has plans to add vitolas to the lines in the coming year, as well as its 815 line. The lines are also getting updated packaging with the reflective ash on the bands and the design incorporating the same Italian structures featured on the Amici line, while the 815 line will feature historical structures in downtown Frankfort, Ill., where the company is headquartered.

Images courtesy of NeverAsh Cigars.