Immediate Release
May 2, 2011
Contact: Victoria McKee Jaworski
General Cigar Co. Inc.
www.victoria.mckee@st-group.com

MACANUDO AND EXCALIBUR TEE UP FOR GOLF PROMOTION

Richmond, VA—Macanudo® and Excalibur® are teaming up to make hitting the links even more enticing during spring golf season with the “Pick Your Favorite Foursome Promotion."

Consumers of legal smoking age who visit www.golf.cigarworld.com/retail-locator are encouraged to “pick their favorite foursome” by purchasing their choice of any three Macanudo or Excalibur cigars. With the three-cigar purchase, consumers will receive a complimentary Macanudo Cru Royale cigar, plus a premium Excalibur-branded scorecard wallet/cigar holder containing special golf and cigar accessories, while supplies last.

To sweeten the deal, General Cigar, parent company of Macanudo and Excalibur, is also giving consumers an opportunity to win the ultimate, custom cigar golf bag by Callaway Golf®. Two custom golf bags will be given away each week between now and May 31, 2011. No purchase necessary. For more information, visit www.cigarworld.com/golf

According to Rick Chandler, director of marketing for Excalibur, “We created the ‘Pick Your Favorite Foursome’ promotion to answer the golf lover’s need for a convenient and portable way to access their favorite cigars on the course. By pairing Macanudo with Excalibur and in allowing consumers to customize the cigars in the pack, cigar smokers have a wide variety of tastes to choose from while they indulge in their passion for cigars and golf. And in giving consumers a complimentary Macanudo Cru Royale cigar in the four pack, we’re making it easy for them to sample one of our best-selling new blends.”

The joint promotion between Macanudo and Excalibur will continue through the summer, with in-store putting events and sponsorship of national and regional golf events such as the Phoenix Open. A complete event listing can be found on www.cigarworld.com/golf.

Macanudo and Excalibur cigars are produced by General Cigar Co. Inc., a division of Scandinavian Tobacco Group, which manufactures and markets handcrafted cigars for the premium market. Committed to delivering cigars of the finest quality, General Cigar’s skilled artisans also produce Cohiba®, La Gloria Cubana, Punch®, CAO, Partagas® and Hoyo de Monterrey®, and several other leading premium brands in the company’s Dominican, Honduran and Nicaraguan factories. In addition, the company cultivates proprietary tobacco which is used exclusively in its blends. General Cigar also operates Club Macanudo®, a cigar bar in New York City. Based in Richmond, VA, General Cigar sells through tobacconists nationwide and also exports select products to 62 countries. For more information, please visit www.cigarworld.com

® Macanudo, Excalibur, Cohiba, La Gloria Cubana, Punch, Partagas, Hoyo de Monterrey and Club Macanudo are registered trademarks of General Cigar Co. Inc.

® Callaway Golf is a registered trademark of Callaway Golf Company.