The Toscano cigar, deeply ingrained in Italian culture and lifestyle, has gained immense popularity among foreign markets, particularly in vintage presentations reminiscent of the Dolce Vita era. This has transformed the perception of Italian exports from traditional culinary items like pasta to luxury goods, including high-fashion, premium wines, gourmet food, and luxury cars. The Toscano cigar, a symbol of Italian craftsmanship, has become integral to this renewed image, presenting itself as a coveted product among consumers easily associated with upscale living.

Founded in 1818, the Manifatture Sigaro Toscano (MST) has evolved from a state monopoly to a privately held group, now led by prominent entrepreneur Luca Cordero di Montezemolo. With annual revenues surpassing 140 million euros and luxury-like profit margins of 30%, MST boasts a production capacity of over 250 million cigars per year, all manufactured in its facilities located in Lucca and Cava dei Tirreni. As the global market increasingly embraces the Toscano brand, the company has set ambitious growth targets, aiming for exports to reach 50% of total production.

The CEO of MST, Stefano Mariotti, highlights that the company has experienced a year-on-year growth rate of 20% in exports, showcasing the resilience and enduring appeal of Italian products, even amidst geopolitical tensions. The rise in demand for Toscano cigars not only underscores the brand's success in international markets but also reflects a broader trend where Italian luxury goods continue to thrive, reinforcing the country’s identity as a leader in craftsmanship and high-quality products on the global stage.