16:23 Nov 12, 2010 

Thanks for your input. Now I get the whole picture. The usage may be a bit awkward, but since this company takes pride in manufacturing and selling high class tobacco products compared to Marlboro or other generic brands, it seems that they wanted to distinguish themselves as high class tobacco distributor.

15:44 Nov 12, 2010 

The standard term used is "enjoy in moderation." Reserve calls up the image of special, high class, as in our reserve scotch whisky, or something like that.

14:54 Nov 12, 2010 

Agree with Stephanie, sounds like a back translation from Dutch ('geniet met mate')

14:40 Nov 12, 2010 

I'm not sure if it's a back translation from some other language into English. However, one thing for sure is that the whole paragraph is on a small memo-like paper inserted in most Nat Sherman cigarettes sold in the US. This manufacturer is an American company which manufactures cigarettes in North Carolina, so I don't think it could be a back translation like you suggested. I'm not a native speaker; that's why I'm asking natives how to interpret this particular phrase. Just for reference, Stephanie, if you were to write something similar to this, how would you phrase it?

14:35 Nov 12, 2010 

I think it could be an awkward translation from German: "mit Vorsicht zu geniessen" => "enjoy with reserve" ::))

14:22 Nov 12, 2010 

This sounds like a back translation from some other language back into English. Enjoy with reserve -- sounds extremely awkward and I don't think it would be said that way by a native English speaker.