Company News
Dutch Masters Undergoes First Major Brand Overhaul in a Century
Dutch Masters, the natural-leaf cigar brand that's been a corner-store staple for generations, has rolled out the most significant overhaul in its roughly 100-year history — a refreshed look and an expanded lineup of variants. The makeover has been reaching shelves over the past year or so, and for a store that stocks Dutch Masters, it's worth knowing what's changed and what's new.
What Changed in the Redesign
According to Convenience Store News, which reported on the refresh, the update touches both the packaging and the product family. The brand modernized its century-old design while keeping the element it's most recognized for: the logo built around Rembrandt's 1662 painting "The Syndics of the Drapers' Guild," which has fronted Dutch Masters packs since 1912.
New packaging also adds a "Crafted to Burn Slow" message that leans into the brand's use of traditional natural-leaf wrappers. Alongside the visual refresh, the maker — ITG Brands — has broadened the cigarillo range with newer variants.
New Flavor Variants
Recent additions seen at retail include flavor-forward options that expand the choices beyond the long-standing classics like the Dutch Masters Palma. These new variants include:
- Green Envy
- Sunset Dream
- OG Fusion
- Gold Fusion
A note on timing, in the interest of accuracy: this is a rollout rather than a single-day launch. The rebrand and newer variants have been phasing into the market over roughly the past year, so availability of specific looks and flavors can vary by region and retailer.
Why a Refresh Now
For a brand as established as Dutch Masters — long marketed as America's number-one natural-wrapped cigar — a modernized design is about staying current with shoppers without abandoning the heritage that built recognition. Keeping the Rembrandt mark while updating the surrounding packaging is a deliberate balance: signal "still the brand you know," but freshen the shelf presence and widen the flavor lineup to compete with the constant churn of cigarillo variants.
What It Means for Shoppers
If you buy Dutch Masters, the practical upshot is twofold: the packaging may look different than you remember, and there are more variants to choose from than the core lineup alone. The classic natural-leaf, slow-burn character that defines the brand is the constant; the newer fusions and flavored options are where the variety has grown. You can learn more about these options in our guide on how to choose the best Dutch Masters 3 pack.
The classic natural-leaf, slow-burn character that defines the brand is the constant; the newer fusions and flavored options are where the variety has grown.
Two honest caveats. Several of the newer variants are flavored, which puts them within the scope of state and local flavored-tobacco rules — so availability varies by where you live, and some options may not ship to every jurisdiction. And a fresh look doesn't change the fundamentals: these are combustible tobacco products, they're addictive, they carry real health risks, and they're for adults 21 and older only.
The Bottom Line
Dutch Masters' century-first makeover is a rare event for a brand this old — a modernized design that preserves its iconic Rembrandt logo, paired with a wider variant lineup. For fans, it's mostly good news: the same slow-burn cigar, a fresher look, and more flavors to pick from — all within the usual adult-only, check-your-local-law guardrails. If you enjoy this style of cigar, you might also be interested in the Swisher Sweets Cigarillos & Cigars collection or exploring Al Capone Cigarillos for other natural leaf options.