• April 21, 2024

Swisher International Becomes Swisher

 Swisher International Becomes Swisher
Photo: Swisher

Swisher International will change its corporate identity to Swisher, signifying the expansion of Swisher’s vision, offerings and focus on adult consumer lifestyle.

“While Swisher has always been anchored around its loyal adult consumers, partners and employees, the company is working to build a bold future centered on creativity and innovation,” the company wrote in a press note.

John Miller

“We have truly seen an evolution in the tastes of adult consumers, including the preference for lifestyle products within the tobacco category and beyond,” said John Miller, president of Swisher. “We are poised to explore and innovate in new categories while also preserving the legacies and strengths of our existing product portfolios.”

Best known for its Swisher Sweets cigars and classic tobacco brands such as Optimo, Goodies, King Edward and Mail Pouch, Swisher has in recent years expanded its offerings with Drew Estate’s premium cigars, Hempire hemp rolling papers and Rogue’s portfolio of nicotine-on-demand products.

This strategic approach expands Swisher’s capability to address shifting adult consumer preferences while continuing to focus on success in its core businesses, according to the company.

“Swisher’s five strategic businesses—Swisher Sweets Cigar Company (Large & Little/Filtered Cigars); Fat Lip Brands (Smokeless); Drew Estate (Premium Cigars); Hempire (Hemp Products); and Rogue Holdings (Modern Oral Nicotine)—provide category expertise, product knowledge and a focused approach under a renewed purpose for the company,” the company stated.