GREENSBORO, N.C. — ITG Brands is launching a new entry to the premium cigarette category with the August debut of Winston Black, the newest edition of the Winston brand.

The packaging, which features an embossed texture and a sleek honeycomb pattern, is designed to make Winston Black a standout, according to the company.

"Combine that with a smooth, balanced, full-flavor taste and you have a product that will turn a lot of heads," said Michael Graves, ITG Brands cigarette brand director.

Winston Black will be available in king size and 100s in a cork filter tip.

"Winston Black creates a new point of entry for competitive adult smokers to discover, or rediscover, the brand," Graves said, noting that the product and packaging has generated "great buzz" inside the company.

ITG Brands expects to see positive momentum for Winston Black as consumer awareness rises due to retail signage, direct mail, website information and emails. The Winston brand has grown across the United States since ITG began selling it in 2015, the company reported.

Greensboro, N.C.-based ITG Brands LLC is the third largest tobacco company in the U.S. whose portfolio of brands includes Winston, Kool, Salem, Maverick and USA Gold cigarettes; Dutch Masters, Backwoods and Phillies cigars; and blu eCigs electronic cigarettes.