Acquired in 2022 by STG, Room 101, a brand created by Matt Booth, was practically only available in the United States.

With the presence of Matt Booth himself for each and every event, Room 101 is being launched in Europe. The first launching event took place on May 15 in Paris in a cooperative garage of Boulogne-Billancourt.

A series of events are scheduled in May and June to launch the brand in Germany, Greece, Switzerland, Romania, and the United Kingdom.

In French, 9 references have been registered in the Official Journal for several months and 8 out of 9 are already available now (May 17).

Here are the SKUs available in France:
– Room 101 La Farce Original (wrapper: Ecuador, binder: Indonesia, filler: Dominican Republic, Nicaragua, Pennsylvania). Available in Robusto (€13), Toro (€14.50), and Gordo (€15.50).
– Room 101 La Farce Nicaragua (wrapper, binder, filler: Nicaragua). Available in Robusto (€13), Toro (€14.50), and Gordo (€15.50).
– Room 101 Johnny Tobbaconaut (wrapper: Ecuador, binder: Mexico, filler: Nicaragua). Available in Robusto (€9.50), Toro (€10.50), and Perfecto (€16.50, expected arrival in June).

Tobacco giant STG purchased Room 101 boutique brand in June 2022, Matt Booth joining in as creative director.