Date: July 2022
Author: Billie

To commemorate its first showing at PCA 2022, ATL Cigar Co (www.atlcigar.co) is updating three of its core cigar lines: ATL Magic, ATL Black and ATL Libertad.

ATL Magic, released initially as a Sublime 6×54, will now feature a Belicoso 5×52 based on strong sales and feedback from ATL’s enthusiastic customer base. Named #2 Cigar of the Year in 2021 by Stogie Press, the ATL Magic is a medium-bodied cigar featuring a unique flavour and aroma with filler from Pueblo Nuevo and a Mexican San Andres Natural wrapper. The Sublime will continue to retail for $9.99, whereas the new Belicoso will be priced at $9.25. Blended by Luciano Meirelles and produced at Ace Prime – Tabacalera Pichardo in Estelí, the new vitola provides a slightly more focused Magic flavour due to the Belicoso cap, smaller ring gauge, and inch shorter in length.

“As a new brand launched in 2021, the ATL Magic took us to a different level in the industry, opening a number of doors,” explained Leroy Lamar, ATL Cigar Co’s President. “It’s been a thrill to see people discover and enjoy the Magic, and this new vitola will provide a more refined and flavourful experience of the line.”

In addition to the Magic, Ace Prime – Tabacalera Pichardo is also now producing an updated blend of the ATL Black, re-released in May 2022. Originally developed in partnership with Jesus Martinez, the ATL Black was placed into limited production during the company’s inaugural year and will now benefit from Tabacalera Pichardo’s recent production expansion. Explaining the move, Lamar said, “We always loved the blend of the ATL Black, so when we brought it to Luciano and Pichardo, we wanted to keep the core flavour of ASP tobacco as well as the mix of “fuerte” and “suave” which is more unique in our Maduro. Luciano retained the essence of what makes the ATL Black so special, but he also gave it greater depth and nuance. So for our customers, this will be the ATL Black they love, only a little better.” The re-released ATL Black features the same San Andres wrapper, a new binder from the Masaya region, and fillers from

Estelí (ASP), Jalapa and Pueblo Nuevo. Lamar noted that the ATL Black line will now be offered in its original Torpedo 6×52 as well as a new vitola, the Gran Toro 6.5×56 – retailing for $11.49 and $12.49, respectively.

Finally, ATL Cigar Co is re-branding its ATL Libertad as the ATL Fye, effective June 30, 2022. While the Jalapa Corojo-based blend produced by Aganorsa Leaf at TABSA will remain consistent, the re-brand of the line is intended to distinguish it from the ‘La Libertad’ mark of Villiger S.A., while getting closer to the heart of the company’s mother city. “When an Atlantan thinks something is phenomenal,” explains Lamar, “we say it’s ‘Fye.’ And we think that represents this Aganorsa-produced cigar appropriately. In addition, though, two children of our company’s founding families separately suggested the name; we loved that we could make our kids a part of the company in this way.”

Retail Account Milestone

Finally, ATL Cigar Co recently celebrated opening its 100th retail account: Thick Ash in Newnan, GA (https://www.instagram.com/thickashcigar/). With the most cigar shops of any city in the United States, Atlanta boasts a rich cigar culture with a wide range of premium cigar experiences, heralding the future of the brick-and-mortar landscape.

“Thick Ash, our 100th account, would be a top-5 cigar lounge in many cities,” explains Lamar. “But its quality only demonstrates the high expectations of the Atlanta cigar enthusiast, and the increasing level of competition in the brick-and-mortar space.” While some industry watchers have assumed that ATL is an Atlanta-only brand, more than half of the company’s new retail accounts in the past 12 months are located outside the company’s home state of Georgia.

ATL Cigar Co is grateful to all its retailers nationwide who promote the quality of boutique cigars and appreciate the heart, hustle and soul of ATL, no matter where they call home.

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