AVO Cigars Launches Expresivo and Refreshes Brand Identity at PCA 2026

AVO Cigars has introduced a new line called Expresivo and unveiled a refreshed brand identity at the Premium Cigar Association Trade Show in New Orleans.

Expresivo is a multi-terroir blend produced in Honduras, using tobaccos from Nicaragua and Honduras beneath an Ecuadorian wrapper. The line sits in the sub-premium segment and is positioned as a fuller, more expressive departure from AVO’s typically lighter profile, rated four out of five on intensity. It is available in three formats: Robusto (52 x 5 inches), Toro (54 x 6 inches), and Churchill (48 x 7 inches).

The fermentation approach is a focal point of the blend. Honduran tobaccos are fermented with attention to balance and structure, while Jalapa leaves from Nicaragua are processed to bring out sweetness and floral character. AVO describes the flavour progression as opening with earth, dark chocolate, and roasted nuts before moving through leather and cream, with spice, dried fruit, and floral notes appearing toward the finish.

The launch coincides with a rebrand under the campaign title Burn Brighter, which AVO describes as emotion-driven and cinematic in its approach. The campaign does not represent a fundamental repositioning but rather a visual and narrative refresh intended to reinforce what the brand considers its existing character.

The timing carries additional significance for the company. 2026 marks the centenary of founder Avo Uvezian, an Armenian-American musician who built the brand around the idea that craft and emotional expression are inseparable.

Javier González, SVP Head Global Marketing and Innovation at Oettinger Davidoff, said Expresivo introduces a fuller profile while keeping the blend accessible within its price tier.