CEFCO Adds Mistic Brand to Its Electronic Cigarette Offering

TEMPLE, Texas -- CEFCO Convenience Stores is bumping up its electronic cigarette offering by adding the Mistic brand to its shelves.

The convenience store retailer inked an agreement with the maker of Mistic e-cigarettes, Ballantyne Brands LLC, just in time for CEFCO's "Summer Savings" program.

"Mistic was a clear choice when making a supplier decision in this category," said Dennis Kelley, CEFCO's vice president of merchandising. "By moving forward with a multibrand strategy in this category, which Ballantyne Brands fully endorses, we are able to offer our consumers the best options in e-cigarettes, and Mistic fits right in and hits a sweet spot with our consumers."

Temple, Texas-based CEFCO operates approximately 250 convenience stores in Alabama, Arkansas, Louisiana, Mississippi, New Mexico, Oklahoma and Texas.

"We are excited as a company to be able to launch Mistic with CEFCO in time to participate in their 'Summer Savings' event," said John Wiesehan III, Ballantyne Brands vice president of sales. "For CEFCO to leverage our retail presence, and be able to offer their customers a price discount on cartridges during this event, it will create a loyal Mistic consumer at CEFCO. That's our business model; it's what works."

In November, Charlotte, N.C.-based Ballantyne Brands acquired the Mistic brand and introduced its own e-cigarette, called NEO, as CSNews Online previously reported.