Swedish Match : launches Göteborgs Rapé Stark

Today, Friday, May 13, Swedish Match is launching Göteborgs Rapé Stark, a stronger variety of the classic Göteborgs Rapé White. The can was designed based on a hand-drawn original by Anders 'Bleckan' Bleckhorns at Salong Betong, one of the most well-known tattoo studios in Sweden. A limited edition of slightly more than 150,000 cans will be produced, with sales commencing in Swedish Match stores today. It will also be available from 7-Eleven and Pressbyrån news agents from May 16.

Göteborgs Rapé is one of the single largest products on the Swedish snus market. Customers have long demanded a stronger variety of Göteborgs Rapé, which is why Göteborgs Rapé Stark is now being launched. Salong Betong is one of Sweden's most talked-about tattoo studios and has previously been involved in several successful design collaborations.

'Naturally, we made a very careful decision in our choice of partners since this is the first time that we have given an external partner free reign to interpret the design of one of our most recognizable brands. Our only requirement was that the characteristic blue of Göteborgs Rapé was to be used - the rest was up to Bleckan to create and we are now proud to launch the result of our collaboration,' says Jenny Belsco, Brand Manager for Göteborgs Rapé at Swedish Match.

Göteborgs Rapé Stark has a mellow and spicy tobacco taste with distinct notes of lavender and juniper, along with hints of wood and citrus. The hand-drawn design was produced in classic Salong Betong style featuring both a new special symbol and new text, while retaining the traditional blue color of Göteborgs Rapé.

'Snus is close to my heart and I was honored to take on this assignment. Eight years ago I did a pencil sketch of the Salong Betong logo without using a drawing table, in a renovated garbage room in an apartment block, and now I am the first external artist to make my own interpretation of Göteborgs Rapé, a snus that dates back to 1919. It's incredible to be part of creating this new product,' says Anders 'Bleckan' Bleckhorns, founder and artist at Salong Betong.

Product information about Göteborgs Rapé Stark:

• Göteborgs Rapé Stark has a mellow and spicy tobacco taste with distinct notes of lavender and juniper, along with hints of wood and citrus.
• Göteborgs Rapé has been around since 1919 and is one of Swedish Match's most popular tobaccos.
  The design of Göteborgs Rapé Stark was created from a hand-drawn original by Salong Betong founder and artist Anders 'Bleckan' Bleckhorns.
• Göteborgs Rapé is manufactured according to GOTHIATEK, Swedish Match's proprietary quality standard for Swedish snus. This standard sets rigorous demands on, for example, the ingredients and the manufacturing process, to ensure high and lasting quality.