Room 101 Cigars Officially Launch in Europe Under STG
Matt Booth brings his boutique cigar brand to new markets with a multi-country rollout
Room 101, the boutique cigar brand created by Matt Booth and acquired by STG in 2022, has officially launched in Europe with a series of exclusive events — and Booth himself in attendance.
The launch kicked off on 15 May in Boulogne-Billancourt, just outside Paris, where a converted cooperative garage served as the unconventional yet fitting venue for the brand’s first European showcase. Room 101, known for its bold branding and distinctive blends, was until now mostly confined to the U.S. market.
With Scandinavian Tobacco Group (STG) now behind the distribution, Room 101 is expanding rapidly. Following the French debut, further events are scheduled across Germany, Greece, Switzerland, Romania, and the United Kingdom throughout May and June 2025. Matt Booth will be present at each event, bringing his creative flair and personal connection to the brand directly to European aficionados.
As of 17 May, eight out of nine Room 101 references registered in the French Official Journal are already available in local tobacconists. The current French line-up includes:
- Room 101 La Farce Original(Ecuador wrapper, Indonesian binder, Dominican Republic/Nicaragua/Pennsylvania filler) – Robusto (€13), Toro (€14.50), Gordo (€15.50)
- Room 101 La Farce Nicaragua(Nicaraguan puro) – Robusto (€13), Toro (€14.50), Gordo (€15.50)
- Room 101 Johnny Tobacconaut(Ecuador wrapper, Mexican binder, Nicaraguan filler) – Robusto (€9.50), Toro (€10.50), and Perfecto (€16.50, arriving in June)
STG’s acquisition of Room 101 in June 2022 brought Matt Booth into the company as Creative Director, a move that maintained the brand’s edgy identity while providing the muscle for international growth.
