Swisher’s lineup of products enables adult consumers to have a choice for every occasion. What began with a handful of cigars and cigarillos has grown into a portfolio of products that spans the imagination. It includes best-selling cigar brands like Swisher Sweets, BLK, Optimo, Leaf and more. Drew Estate offers a wide range of traditional handmade premium cigars as well as industry leading infused cigars like ACID and Tabak Especial.
Our assortment of smokeless tobacco, including brands like Creek, Kayak and Starr, provides adult consumers satisfaction wherever they go. Finally, Swisher continues to innovate through Hempire, the first 100% hemp rolling paper line that combines premium quality with stay-fresh packaging and Rogue’s line of modern oral nicotine products. Rogue is the only manufacturer to have all four forms of modern oral nicotine delivery – pouches, gum, lozenges and tablets.
What is Swisher announcing?
Swisher International, Inc. has changed its corporate identity to SWISHER, signifying an expansion of our vision to create iconic brands and experiences for adult consumers and build superior relationships with customers.
Why is Swisher making this change?
We continue to see growth and evolution in the tastes of adult consumers, including their preference for products both within the tobacco category and beyond. Our new corporate identity provides the framework to innovate in additional non-tobacco categories while continuing to support the core brands that our adult consumers know and love.
When will this change be effective?
While there will be various stages of implementation of the new branding through the end of 2020, the announcement will be made public on August 31, 2020.
What is Success Simplified?
Swisher is introducing a platform for trade partners called Success Simplified. Through its core tenets of Innovation, Insights, Action, Reliability and Shared Success, this platform will strengthen the connection between Swisher and its customers, helping them continue on a path to prosperity.
Does this change have anything to do with COVID-19?
Innovation and insights have been at the core of Swisher since our inception. This evolution has been years in the making, and COVID-19 is not the catalyst for the change.
How will this impact Swisher’s product line up?
Our existing product line up will not be affected. Our new identity provides the framework to innovate in new categories while still holding onto the legacies, products and strengths that have made us a leader for nearly 160 years.
How will this impact Swisher’s business lines?
Swisher will align its organization into five businesses – Swisher Sweets Cigar Company (Large & Little/Filtered Cigars); Fat Lip Brands (Smokeless); Drew Estate (Premium Cigars); Hempire (Hemp Products); and Rogue (Modern Oral Nicotine). These businesses will provide category expertise, product knowledge and give trade partners access to growth strategies and product innovations that will drive long-term success. Repositioning our businesses in this way will enable Swisher to align resources and efforts in a more focused and effective way while enhancing service to our customers.
Will relationships between the sales team and customers be affected?
The existing relationships our sales representatives have with our customers will remain intact. Sales team members will continue to work with their existing customers while providing access to the Success Simplified platform and products in the current portfolio.
What is Swisher Sweets Cigar Company?
Swisher Sweets Cigar Company is the new name for our portfolio of leading cigar brands that customers and adult consumers already know well. Large cigars, cigarillos and filtered cigars including Swisher Sweets, Leaf, Optimo, BLK, Goodies, Pom Pom, King Edward, Santa Fe and BlackStone all fall under the new Swisher Sweets Cigar Company banner. In addition, Hempire rolling papers and associated products will be distributed and invoiced under the Swisher Sweets Cigar Company as they are today.
What is Fat Lip Brands?
Fat Lip Brands is the new name for Swisher’s smokeless tobacco business that includes moist snuff, dry snuff and chew. The Fat Lip Brands family includes Creek, Kayak, Gold River, Navy, Honey Bee, Buttercup, Society, Tops, Square, Starr, Lancaster, Bowie, Mail Pouch and Chattanooga Chew product.
Will product packaging be changing?
Depending on the product type, either Swisher Sweets Cigar Company (Cigars, Cigarillos and Hempire) or Fat Lip Brands (Smokeless) will replace Swisher International, Inc. There will be no change to Drew Estate or Rogue packaging.
Is Swisher’s legal name changing?
No, Swisher’s legal name (Swisher International, Inc.) will NOT be changing. This means that the operational and transactional side of the business will remain unchanged. Items such as bills of lading, credit memos and applications, TPEFs, contracts, W-9s, etc. will not change in form but some will change in appearance with the incorporation of new logos.
Will the name on Swisher’s bank accounts change?
No. There will be no changes for wires, checks, accounts payable or accounts receivable.
Will this change impact invoicing or purchase orders?
Yes, but only in appearance with the incorporation of new logos. The form and functionality will remain unchanged.
Will Swisher’s customers and vendors need to change anything in their systems in order to continue doing business with Swisher?
No. Our goal is to minimize business disruption by leaving our legal name unchanged. Swisher International, Inc. remains our legal name and will not need to be changed in vendor systems. Our EIN, sales tax certificate, tobacco license etc. will remain unchanged.