I T IS HARD to think of an easier product than a cigarette paper: small, rectangle-shaped, with no moving parts. Brice Barberon, who took over as Rizla’s manager in March, speaks of the “tribal element” to rolling your own cigarette.

Going from paper to digital

For all its guile, Rizla faces challenges ahead, especially the increase of upstarts that utilize less subtle social-media projects to build a brand-new kind of cult following, especially among pot-smokers.

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