Fuerte y Libre Cigars Inc. (hereinafter “the Company”) hereby formally announces its rebranding to Fortaleza y Libre Cigars, effective immediately.
This decision follows a previous trademark opposition initiated by Arturo Fuente Cigars in 2022, asserting potential consumer confusion between the brands “Fuerte y Libre” and “Arturo Fuente.” Following extensive negotiations and in pursuit of an amicable resolution, the parties reached a mutual settlement agreement in 2023.
As per the terms of the settlement agreement, the Company has elected to adopt the new brand name “Fortaleza y Libre Cigars,” maintaining alignment with its original ethos and brand vision encapsulated by the phrase “Smoke strong – Live free.”
The Company assures its patrons, stakeholders, and the public that this rebranding reflects its ongoing commitment to providing high-quality products and services while ensuring clarity and distinctiveness in the marketplace.
“While unexpected, the transition to Fortaleza y Libre comes at an ideal time in our evolution. We look forward to sharing our new image with consumers and retailers in 2024 and beyond,” said Greg Free, President of FYL Cigars.
Over the next 12 months, retailers and consumers can expect to see a transition to the new name on products and marketing materials. As new products are released and new boxes and bands are ordered, the new name will assume its rightful place in humidors across the country.
