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The brand name, he said, was a reference to the gatherings of tobacco craftsmen and merchants of the day, but also to Weinbergs clientele, all of whom were members of high society. Weinbergs vision for the House of Sobranie was to be a luxury tobacco brand in the then still young and just emerging tobacco market. That vision has carried over beautifully into the present, with Sobranie still being regarded as one of the classiest cigarette brands around

Then there's the financial risk

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Additionally, the self-reported improvements may have been tinged with bias, as the smokers may have thought such results might be good for the legalization cause