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Toraño Working on New Look for Brick

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A representative from Toraño Family Cigar Co. has confirmed that they are in the early stage of developing a new look for the revival of their value based Brick line.

Jack Toraño, the company’s marketing and customer relations manager, said that the project is in the early stages, adding that “we are looking into a complete overhaul on the look of the band, and having them come in 100 count boxes as opposed to bundles.”

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The Brick is a bundle cigar that uses a Sumatra wrapper, Honduran binder, and Honduran long fillers, which are then square-pressed to create three vitolas: a 7 x 56 Churchill, 5 1/2 x 60 Robusto and 6 1/2 x 54. MSRP for the 25-count bundles range between $90 and $100 but are often found for less.

The first mention of the proposed change from company president Charlie Toraño on Cigar Lounger Radio on December 10. In the interview, he said there are no plans to change the blend.

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About the author

I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for MLB.com, plus I'm a voice over artist. I previously covered the Phoenix and national cigar scene for Examiner.com, and was an editor for Cigar Snob magazine.

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