Italian Tradition Honored: Antico Toscano Brand Enters Register of Historical Marks

The Antico Toscano brand, the flagship product of the company Manifatture Sigaro Toscano (MST), has been officially entered into the Italian Register of Historical Marks of national significance. To mark this prestigious distinction, the manufacturer has launched a special edition of the Antico Toscano cigar to celebrate the heritage and identity of Italian craftsmanship. The MST company has been in the hands of a group of investors since December 2023, which includes, among others, Luca Cordero di Montezemolo and Piero Gnudi. Luca Cordero di Montezemolo has served as the Chairman of Manifatture Sigaro Toscano S.p.A. since April 2018. Toscano cigars are characterized by a specific bi-conical shape and are made from fermented Kentucky-type tobacco. The tradition of the TOSCANO® brand, a registered trademark of MST, dates back to the early 19th century, and its production is currently concentrated in factories in Lucca and Cava dei Tirreni. Entry into the register of historical marks confirms the continuity of production and the company's importance for the Italian national economy.

Managing Director of MST, Stefano Mariotti, pointed to significant challenges facing the company in the American market, where in the last year, duties on Italian cigars have increased from 0% to 10%. Despite these trade barriers and the resulting price increases, Mariotti assesses the potential in the United States as enormous, emphasizing that American consumers are willing to pay more for products bearing the Made in Italy label. Currently, exports to the USA account for 5% of the company's total foreign sales. The company's head noted that Italian quality remains a key selling point that helps mitigate the negative effects of changes in customs policy. „I dazi Usa sono ancora oggi un grosso punto interrogativo, ma anche con rialzo prezzi consumatore americano non rinuncia a italianità” (US duties are still a big question mark today, but even with price increases, the American consumer does not give up on Italianness) — Stefano Mariotti via ANSA

In the face of advancing automation and the development of artificial intelligence, Manifatture Sigaro Toscano relies on traditional manufacturing methods, symbolized by the sigaraie working at the plant in Lucca. Currently, about 40 women are engaged in hand-rolling cigars there, which is presented as a unique brand value, impossible to replace by machines. One of them is Vania, who, as a guardian of the ancient art, ensures the preservation of the highest quality standards in the production of limited series. Handmade cigar production remains the foundation of MST's strategy, aimed at maintaining the luxurious character of Antico Toscano products.