Growing Your Product Portfolio

Once a cigar begins selling well, the natural temptation is to expand. Another size. Another wrapper. Another blend. Perhaps an entirely new line. Expansion can help a brand grow—but every new product also creates another SKU that needs to be produced, packaged, stocked, financed, sold, and reordered. The objective should therefore be: Expand because the market gives you a reason to—not simply because you can.