LUCCA — Italian cigar maker Manifatture Sigaro Toscano (MST) launched a celebratory edition of its flagship Antico Toscano cigar March 11 after Italy officially recognised the brand as a Historic Brand of National Interest – crowning two centuries of tradition born from a Florentine rainstorm. The designation places Antico Toscano in a national register reserved for trademarks in continuous use for more than 50 years and closely linked to Italy’s industrial and cultural heritage. The programme is intended to protect long-standing Italian brands and strengthen their legal recognition in international markets. The recognition was awarded by Italy’s Ministry of Enterprises and Made in Italy.
Two centuries in the making
The origins of the Toscano cigar trace back to a mishap at the Real Manifattura Tabacchi in Florence in 1815. A sudden summer rainstorm soaked tobacco leaves laid out to dry, triggering an accidental natural fermentation, a process not unlike wine ageing that produced a distinctively strong, earthy flavour.
Workers rolled the salvaged tobacco into cigars, giving rise to a style that would define the brand. The Antico Toscano line, introduced in 1973, is the contemporary standard-bearer of that tradition. It is made using only Kentucky-variety tobacco leaves which have been cultivated in Italy since 1870 and fermented for up to four years without artificial additives. It embodies what enthusiasts call fumo lenta (slow smoking), a deliberate, contemplative ritual at the opposite end of the spectrum from aromatic Cuban styles.
To mark the recognition, MST has introduced a limited collection featuring three rotating packaging designs. The first retains traditional packaging but carries the official “Historic Brand” logo; two further editions reproduce Art Deco-inspired designs from historical packs, offering collectors a visual reference to the brand’s manufacturing heritage.
“The recognition as a Historic Brand of National Interest represents an important milestone for Antico Toscano and for MST,” Chief Executive Stefano Mariotti said. He said the designation confirmed a production tradition that for more than two centuries had combined territory, artisanal know-how, and quality, making Toscano a symbol of Made in Italy recognised worldwide. “It confirms the value of a production tradition that for more than two centuries has combined territory, artisanal know-how and quality.” Mariotti added.
Based in the Tuscan town of Lucca, MST produces cigars using traditional fermentation and curing techniques that distinguish Toscano cigars from other styles. Since 1818, the company has produced more than five billion cigars.
