The document is a 2016 marketing proposal for Moscato Cigars. It summarizes that Moscato Cigars was founded in North Carolina by the Moscato brothers and handcrafts cigars infused with Moscato wine flavor, using fine Honduran tobacco. It notes the brand has an advantage due to the well-known Moscato name. The proposal recommends expanding the brand through new cigar varieties, advertising campaigns targeting millennials on social media, and merchandising opportunities.

1. 2016 Marketing Proposal Kayla Italiano

2. Moscato Cigars was founded by the Moscato brothers, Chris and Rob in Raleigh, North Carolina. This
unique cigar company infuses all their cigars with the flavor of Moscato wine. All cigars are handcrafted
using only the finest Honduran tobaccos, with their flavor and aroma, a perfectly balanced smoke ensues,
creating a sweet, smooth and well-rounded experience. By blending the sweet aroma and flavor of
Moscato wine into a smooth and robust tobacco, the first three Moscato Cigars were created.
The Imperiale, Vivace and La Vita represent luxury, spirit and life. The mild taste and connecticut wrappers
remain the same for all of the three, but they differ in size and shape. Vivace, meaning spirited, the
smallest of the three in a short panatela shape with a mild taste. La Vita, meaning life, is a 6”x 54 Torpedo
shaped cigar while The Imperiale is a 4 ” x 54 Robusto.
The Moscato Cigars brand has a unique advantage due to their well known family name. With the
introduction of new cigars, and several new Ad Campaigns, Moscato Cigars can easily revolutionize the
cigar industry.

3. What We Have
Our cigars are handcrafted using the finest Honduran tobaccos & essential Moscato Aromatic Blending. Moscato Cigars
provide a unique flavor and aroma, to create a perfectly balanced smoke.
Listed on thecigarstore.com and famous-smoke.com; Recognized in magazines like Smoke and Smoke Shop; Can be found
in 81 different stores throughout the U.S. including stores in NY, California, Texas and even Alaska.
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4. The Moscato Name
When you google the name Moscato, there are not only
pages to be found about the well known sweet wine but also
song lyrics referencing the popular choice of drink. Artists
have been rapping about Moscato since 2005 when Lil’
Kim mentioned it in her song “Lighter’s Up.” Fast forward
to the late 2000’s and huge names like Drake, Kanye West,
Jay-Z, Waka Flacka and Nicki Minaj are mentioning the
sweet fizzy wine in their songs. Famous rappers Kendrick
Lamar and Roscoe Dash both have songs titled “Moscato”.
Thanks to this, there are very few people who haven’t
heard the name Moscato. Nicki Minaj’s recent introduction
of MYX Moscato has brought the name even more fame
and popularity.
In June 2013, Moscato brand MYX Fusions announced that
Nicki Minaj would become part-owner and face of the brand
which sells small bottles (187-375ml) of Moscato in original
and fruity flavors. By January 2015, the brand launched in
the UK and according to The Independent Wine Review,
Moscato became globally more popular than Sauvignon
Blanc.
“MYXFusionsrevolutionizedthewineindustrybyleveraging
the explosive popularity of Moscato and improving on the
experience of drinking it, becoming the fastest growing
wine beverage in America.” Moscato Cigars intends to the
same with the cigar industry.

5. Merchandising
Shirts:
Cubavara black button up
Black T-shirt
Hats:
Fedora
Flat Bill Cap
Mesh Cap
Military Hat
Accessories:
Ashtray
Car Stickers

6. Target Market for Moscato Cigars
Based on market research about wine drinkers, it is evident that Moscato wine attracts a younger crowd. According to a
survey conducted by E&J Gallo on how Americans enjoy wine, frequent wine drinkers under 40 are more than twice as likely
to purchase Moscato when compared with 26 other popular varietals as well as when compared with older wine drinkers.
According to VinePair.com, Moscato is now the fastest growing wine on the American market, growing at a rate of 25 percent
a year for the last three years, and it shows no signs of stopping.
In August 2014, Abhishek Budholiya, the team leader of Digital Marketing and Brand Development at Future Market Insights,
conducted research to find out more information about the cigar industry in the U.S. He discovered that flavored Cigars are
gaining popularity in the US market as more first-time smokers try flavored cigars in the US. Thus giving Moscato cigars an
advantage.
Moscato cigars are moderately priced and mild in strength making it easy for first time smokers to enjoy.
Based on Moscato wine consumption, income and age the large market segment is middle class men and women from ages 19-35
Smaller market segment: Upperclass men ages 40-60.

7. Why Target Millennials?
Almost two thirds of the hip-hop audience is between the ages of 18-34
meaning there is a good chance they have heard artists mention Moscato
in a song and are influenced by these people. (RBR.com)
In 2014, among middle and high school students who used cigars in the
past 30 days, 63.5% reported using a flavored cigar during that time. (CDC
Fact Sheet)
Over 88% of Millennials use Facebook and social media as primary sources
for news. (David, 2015)
Historically, cigar smoking in the United States has been a behavior of
older men, but the industry’s increased marketing of these products to
targeted groups in the 1990s increased the prevalence of use among
adolescents. (CDC Fact Sheet)
(NON-SMOKERS)
Cigar Smokers in the U.S.
• 17.4 Million adults smoke cigars overall
• 3.6 Million (19.9%) of these adults smoke
premium cigars
• Cigar Sales overall have increased from 6 billion
cigars sold per year to over 13 billion cigars sold
per year from 2000-2013.
A national survey of adult tobacco users finds that
young adults (15.9% of 18-24 year olds) are much
more likely to be cigar smokers than older adults
(4.9% of 45-64 year olds).
Data from the National Adult Tobacco Survey
suggest that flavored cigar products are driving
cigar use among adults. With few exceptions, use
of flavored cigars among adult cigar smokers is
highest among those groups with the highest
overall cigar use rates, including young adults
ages 18-24 (57.1%)

8. SStrengths
WWeaknesses
OOpportunities
TThreats
Well known brand name.
Moscato wine itself has been growing
so rapidly (25% a year over the last 3
years according to E&J Gallo). It can
be assumed that there are not many
people who have not heard of it.
The cigars are mildly flavored and
light, which not only attracts a new or
first time smoker but can attract
women as well.
According to the Wine Spectator,
women now make up more than half
of America's core wine drinkers, those
who drink wine at least once a week.
Since women are already attracted to
wine and are frequent wine drinkers,
they may be more inclined to try a
wine infused cigar vs a cigar with a
bolder flavor.
Premium packaged hand made cigars
Flavored Cigars are gaining popularity
in the US market as more teenagers or
the first time smokers try flavored
cigars in the U.S (Hitesh Balchandan,
Research Moz 2015)
Strong overall base for Social Media
following (helps target Millennials)
Premium cigars account for a very
small percentage of overall cigar
consumption but in terms of value and
margins, it is very high compared to
the mass cigar market.(Hitesh
Balchandan, Research Moz 2015)
New company
Lack of variety
To expand as a brand, come out with
new cigars in various other wine
flavors, original cigars, limited edition
cigars, extra infused.
To reach the millennial generation
through social media, (potential social
media campaign)
Capitalize on the use of Moscato name
in hip hop music.
Capitalize on the growing trend of
Moscato wines in the US.
Competitors that have been in
business longer (Drew estates, La
aurora, Teds Cigars)
Cigars that may be cheaper in pricing.

9. Competition
17 different brands, different flavors including
original, flavored and extra infused
Cigars & Leisure named Undercrown Shade
#1 in their Top 10 of 2015. Undercrown Shade
received #8 in Blind Man’s Puff’s list, #9 in
Halfwheel’s Consensus list, and #4 in Cigar
Dojo’s Cigar of the Year list.

10. Competition
YouTube Channel with only 2 videos, showing how their cigars
are made.
Made Cigarsnob magazine top 25 of 2015
Based in Dominican Republic, founded in 1903
The Factory Tour, tourist attraction number one of Santiago de
los Caballeros, according to the travel Trip Advisor website
Mailing list
Reaches and international as well as national market

11. Competition
Located in Louisville, Kentucky
YouTube channel only with interviews of the owners and the
Farris Stories
Best known for flavored cigars (makers mark, RHUM aged rum,
grand marnier, hopz,)
Newest line of high end traditional cigars called Ted’s Farris
Cigars – named after his grandmother Lois Farris in honor of her
inspiration to him.
#FarrisStorytellers.. post a story of someone who inspired you on
FB and be entered to win a free box of cigars
Sells ashtrays, humidors, coffee and apparel with their logo
Tag line: Simply Fine Cigars
Appeals to: Men ages 29 and up, looking to live a simple life,
possibly from the south. Website includes emphasis on Ted’s life
at the cabin, wearing a cowboy hat, fishing.. Promotes a life of
simplicity, a cigar for those who enjoy the outdoors.

12. Competition #Socialmedia
4,500 Followers 2,165 Followers 3,880 Followers 28,500 Followers
9,000 Followers 1,888 Followers 7,000 Followers 22,000 Followers
7,680 Likes 4,000 Likes 3,000 Likes 50,000 Likes
Moscato Cigars which was founded in 2012 has the second highest social media presence next to Drew Estates which
was founded in 1998. While Ted’s Cigars was founded in 1996 and La Aurora in 1903 their social media presence falls
short behind the newly founded company. A strong and growing following on social media only helps more to reach the
younger demographic in Moscato Cigars’ target market.

13. Failed Advertising
Sweet,SmoothandWellRounded

14. Ideas for Expansion
Advertising
Social Media Campaign
Radio Advertising (This audience, 18+ is very
receptive to radio advertising in categories
across the board, and it is particularly receptive
for commercials about electronics and clothing.
And advertisers with a strong internet presence
will be interested to know that about two-thirds
will follow up on an ad with an online search. -
RBR.com)
VideorepresentationofthebrandforFacebook,
Instagram, Twitter and YouTube.
Boomerang posts on Instagram.
“Tasty”-like videos of how the cigars are made.
New tag line #SmokeMoscato, #SipMoscato
#AllSummerSixteen #LaVita

15. Ideas for Expansion
New Cigars
Original (Originale)
Produce am original cigar, that is not infused
with the trademarked MOSCATO flavoring.
Could possibly draw new smokers into the
brand, and possibly try the flavored variety.
Multi-Brand Cigar (Unito)
Event-only produced cigar using special or
hybrid tobacco from multiple Cigar companies.
Special concept with “competitors” or “allies”
An “originale” tasting cigar
Pure tobacco flavor
ORIGINALE
Grassetto is “Bold” In Italian Language
Extra Infused
Event-Only Cigar, used for possible
Cigars for Warriors fundraising
Combine other brands’ tobacco to create
a multi-brand cigar
in the industry for a common good may drive
interest in other MOSCATO products.
Extra infused cigars (Grassetto)
A double-infused cigar for a “Bold” experience.
Push the limits with this cigar.
UNITOGRASSETTO

16. La Vita
#AllSummerSixteen • Share your Vita • #Shareyourlife
Because Moscato Cigars®
understands the importance
of rolling luxury into your everyday life.
The perfect combination of bold and sweet.
Ideas for Expansion
Advertising
New Visual Ads
In the moment ads for Print/Social
Media.
Encouraging people to “Share your
vita”
All visuals will have groups OR single
person in the moment, unscripted,
relaxing, enjoying “La Vita”.
Encourage people to share pictures
on social media smoking Moscato.
Free advertising of brand
Possible contest for best vita

17. La Vita
Because Moscato Cigars®
understands the importance
of rolling luxury into your everyday life.
The perfect combination of bold and sweet.
#AllSummerSixteen • Share your Vita • #Shareyourlife
Ideas for Expansion
Advertising
More visuals, in the moment
shots...”The Moscato Life” Visuals
with “La Vita” (The Life) with younger
Millenials in shots (More millenials use
social media)
For the next generation of cigar
smokers, Moscato Cigars is the cigar
company that combines the finest
Honduran tobaccos with the flavor
and relaxing aroma of Moscato wine
to create a “sweet, smooth and well
rounded” experience.
Possible Taglines
• Premium cigars infused with a touch of
trendy.
• Moscato Cigars: the perfect combination
of bold and sweet.
• Rolled with fine tobacco, infused with
fine wine.
• Because only Moscato Cigars
understands the importance of rolling
luxury into your everyday life.
• Share Your Vita
(Share your life, (share cigar) etc...

18. Imperiale
Because Moscato Cigars®
understands the importance
of rolling luxury into your everyday life.
The perfect combination of bold and sweet.
#AllSummerSixteen • Luxury Lifestyle • #Shareyourlife
Ideas for Expansion
Advertising
New Visual Ads
In the moment ads for Print/Social
Media.
Encouraging people to “Share your
vita”
All visuals will have groups OR single
person in the moment, unscripted,
relaxing, enjoying “La Vita”.
Encourage people to share pictures
on social media smoking Moscato.
Free advertising of brand
Possible contest for best vita

19. Vivace
Because Moscato Cigars®
understands the importance
of rolling luxury into your everyday life.
The perfect combination of bold and sweet.
#AllSummerSixteen • Live Life • #Shareyourlife
Ideas for Expansion
Advertising
More visuals, in the moment
shots...”The Moscato Life” Visuals
with “La Vita” (The Life) with younger
Millenials in shots (More millenials use
social media)
For the next generation of cigar
smokers, Moscato Cigars is the cigar
company that combines the finest
Honduran tobaccos with the flavor
and relaxing aroma of Moscato wine
to create a “sweet, smooth and well
rounded” experience.
Possible Taglines
• Premium cigars infused with a touch of
trendy.
• Moscato Cigars: the perfect combination
of bold and sweet.
• Rolled with fine tobacco, infused with
fine wine.
• Because only Moscato Cigars
understands the importance of rolling
luxury into your everyday life.
• Share Your Vita
(Share your life, (share cigar) etc...

21. A Cigar Aficianado Trades & Sales Event Benefitting CFW
GUNSLINGER CIGARS
SEMINAR
MAY 28, 2016
Admit One: $
5
www.DirtyCATS.org
GUNSLINGER CIGARS
SEMINAR
MAY 28, 2016
Admit One: $
5
You must have a Companion, General Admission or
VIP Ticket to attend the seminar. This ticket gets you the
5 purritos and one Perdition cigar used during the Seminar.
A Cigar Aficianado Trades & Sales Event Benefitting CFW
VIP ADMISSION
MAY 27-29, 2016
Admit One: $
250
www.DirtyCATS.org
This ticket grants entry to all general admission events
listed on the reverse side
VIP ADMISSION
MAY 27-29, 2016
Admit One: $
250
001
001
A Cigar Aficianado Trades & Sales Event Benefitting CFW
GENERAL ADMISSION
MAY 27-29, 2016
Admit One: $
100
www.DirtyCATS.org
This ticket grants entry to all general admission events
listed on the reverse side
GENERAL ADMISSION
MAY 27-29, 2016
Admit One: $
100
676
676
A Cigar Aficianado Trades & Sales Event Benefitting CFW
COMPANION TICKET
MAY 27-28, 2016
Admit One: $
50
www.DirtyCATS.org
This ticket grants entry to all general admission events
listed on the reverse side
COMPANION TICKET
MAY 27-28, 2016
Admit One: $
50
Cigars For Warriors Collateral