As one of the iconic names in premium cigars, Macanudo has a long and tradition-rich history. However, today’s consumers and retailers have begun to care less about what’s old and more about what’s new. Viewed as dated, we used the launch of Macanudo’s Inspirado line to modernize the brand and bring life back into a once-proud name. The result was a dramatic departure from Macanudo’s traditional look and tone–an approach that boldly declared a new path forward. Immediately resonating with all audiences, Inspirado has added even more cigars and is now the fastest-growing line in the Macanudo portfolio.