AT THE CENTER

 

For generations, the premium cigar industry has celebrated its farms, factories, brands, personalities, products, traditions, and craftsmanship.

All of them matter.

All of them contribute.

All of them deserve recognition.

But none of them stand alone.

Everything ultimately converges at the center.

And everything ultimately emanates from the center.

Not the farm.

Not the factory.

Not the trade show.

Not social media.

Not the celebrity layer.

Not the personality.

These things are important.

But they are not the center.

The center is the point of service.

Not because it stands above everything else.

But because it is where everything else comes together.

It is where craftsmanship becomes experience.

Where curiosity becomes confidence.

Where consumers become enthusiasts.

Where traditions are passed from one generation to the next.

Everything that came before converges at the center.

And everything that follows emanates from the center.

Perhaps the easiest way to understand the importance of the center is to imagine its absence.

Imagine a world without tobacconists.

A world without walk-in humidors.

A world without personal recommendations.

A world without lounges.

A world without local communities.

Imagine a world where cigars are dispensed by machines.

Where algorithms replace conversations.

Where transactions replace relationships.

Where convenience replaces hospitality.

Where no one remembers who first taught them how to cut, light, store, or appreciate a cigar.

Would cigars still exist?

Certainly.

But something else would not.

The center.

And a world without a center eventually becomes a void.

Without the farm, there is no tobacco.

Without the manufacturer, there is no cigar.

Without the consumer, there is no future.

And without the center, much of what makes premium cigars unique begins to slowly disappear.

Products may exist without communities.

Transactions may exist without relationships.

But culture requires a center.

This is why education matters.

This is why standards matter.

This is why service matters.

And this is why tobacconists matter.

Not because they stand above the farmer, the manufacturer, or the consumer.

But because they stand at the center.

Where traditions are shared.

Where questions are answered.

Where confidence is built.

Where experiences are shaped.

Where communities are formed.

And where culture is preserved.

For more than three decades as a retail tobacconist, I have come to believe that the future of our industry will not be determined solely by products, personalities, or promotions.

It will be determined by the strength of the center.

Centers give meaning.

Centers give orientation.

Centers give culture a place to gather.

Tobacconist University does not seek to place itself at the center of the cigar world.

Rather, it seeks to remind the cigar world where the center has always been.

Top 10 Dumbest of 2014

That's correct, you read it right; here is the top 10 list of the dumbest things said in the premium tobacco industry in 2014.  The issues, comments, and ideas listed here were found on social media, youtube, and throughout the internet.  We are not linking to the stupid comments or directly pointing fingers because we don't want to hurt someone's business or propagate more negativity.  But, these idiotic comments need to be isolated and destroyed before they infect more consumers and retail tobacconists.  The purpose of this list is to emphasize accuracy, acknowledge opinion vs. fact, and keep people "honest".  There are so many pontificators, loud mouths, and strongly opinionated people who are wrong, yet the internet gives them a platform to spew their nonsense.  We are here to dispel the rumors, lies and myths!  If you want a top 10 cigar list, go elsewhere... we believe taste is subjective, and apparently stupidity is an epidemic...


10.  Ashtrays Must Be Brass
Huh? What?  A recent facebook post recently emphasized how "all" ashtrays in the 1950s were made of brass and that was obviously the only material an ashtray should be made of.  Firstly, ashtrays were made from innumerable materials even as far back as the 1950s and there is no scientific or aesthetic reason for ashtrays being exclusively made of brass... just some knuckleheads pretending that their opinions are facts. 

9.  Swisher Will Destroy Drew Estate
That's unlikely, given that the people at Swisher are obviously very smart and they are buying a company for their inventory, organization, and product portfolio.  So many naysayers and fan-boys are up in arms because a big company bought another big company, but this does not predict the end times... relax people... only time will tell... But I bet the resources at Swisher will help Drew Estate continue to do what it does even better than they did it before.

8.  Must Use Matches or Cedar Spills
'Only use butane lighters when its windy, anything else would be uncivilized!'  Use whatever you want, except the liquid fuel lighters... and make sure you let the chemicals burn off the match when you light it.  Anybody saying Matches and Spills are necessary is a pompous dilettante.

7.  The Era of the $500 Cigar Has Arrived
Let's not get crazy people... Davidoff introduced a $500 cigar and they have the marketing clout to move it ( I guess), but this is not a trend... more of a marketing/public relations tactic... after all, we are talking about it. 

6.  Smoking a Cigarette in a Smokey Cigar Lounge Will Ruin Cigar Smell
The physics of this just don't add up... this nonsense was in an article about how to annoy people in a cigar shop.  Clearly the author was a cigar snob, cigarette hating, pontificator...  By the time a few cigars are lit up in a retail tobacconist, it is impossible to discern between them, much less the tiny bit of smoke emitted by a cigarette.

5.  Saturate Your Humidor With Water To Season It
This is an old but perpetual piece of bad advice.  Saturating the humidor puts it at risk to damage the joints!!! Don't do it.  Take your time with a humidifier, refill the humidifier every few days, and be patient... everything should be fine in a week or so: you shouldn't rush the process.

4.  And the #1 Cigar Is...
More marketing hype... taste is subjective... but advertising sales are quantifiable...  At least there are people and organizations in the marketplace acknowledging that their top 10/25 lists are subjective... kudos for being honest.

3.  Don't Hold Your Cigar Like A Cigarette
Holding a cigar between your forefinger and middle finger is wrong: at least that's what a blogger article stated.  Well, that's just plain stupid and I don't know a cigar maker who would agree.  Feel free to hold your cigars however you want... do what is comfortable and makes you happy!

2.  Mold vs. Plume
This year we saw a video with thousands of views on youtube with two morons staring at moldy cigars and salivating over the "Plume".  If you want good advice and education, don't get it from a couple of guys in a video who live in their grandmothers basement and claim to be experts.  Full Disclosure: we did try to find the video to link to it here because it was clearly a health hazard, but it has been removed... thankfully!

1.  Cuban Cigars Are Coming To The U.S. Soon
Hold your horses amigo... the Cuban embargo has been in place over 50 years... Don't expect "change" to come that quick.  Even if imports from Cuba were allowed immediately, they couldn't keep up with demand and the quality would become worse than it is!  


And the moral of the story is, don't be an idiot and believe everything you read on the internet...  If you want good information and education, make sure you are getting it from a credible source and don't be afraid to ask questions!   If you are looking for a qualified, substantive, and certified tobacconist, look no further than here.  And here is a list of other Cigar Myths...

Jorge L. Armenteros, CMT
President & Founder
Tobacconist University

The R&D Manifesto

 

Welcome to the future.  You can read all the "standard" info about R&D Cigars on the TU website in the R&D Lab.   Essentially, R&D Cigars are small batch, TU Certified cigars created with an educational purpose: educating your mind and palate.  At TU, we want to be about something (#beaboutsomething); we believe in substantive professionals and products.  We see more hyperbole and cult-of-personality marketing in the premium cigar industry than in perhaps any other.  Yet, there is enough substance, history, and tradition in the luxury tobacco industry that exaggerations are unnecessary.

While contemporary cigar marketers are busy creating outlandish and tantalizing brand names, using "sex" to sell, or trying to convince you that the picture of them inspecting leaves in the fields are authentic, retail tobacconists are working with consumers, face-to-face, on a daily basis.  While a cigar vendor can type up a bunch of alluring words on a website or for an advertisement, retail tobacconists are being accountable, honest, and educating their customers so they will return and become satisfied regulars.  Trust is the cornerstone of credibility and every successful retail tobacconist knows that.  It is easy to sit around in an office all day and concoct fancy words, but the real premium cigar industry exists in the retail tobacconists store because that's were the consumers are.  Retail tobacconists do not have the luxury of BS-ing customers: they must #beaboutsomething.  

With that said, we do recognize that marketing in the cigar industry is exciting and interesting.  There is so much innovation and communication happening that it is hard to keep up.  And at the very least, its never boring.  But, TU is not about exaggeration and empty words.  We want to #beaboutsomething.  Ultimately, if you call everyone a "master" or "legend" or if everyone is like "family" or your "brother",  then those words will lose their value.  The words we use at TU mean something; that's why we have the largest glossary in the industry, and we take those words seriously (ie. Flavor = Taste + Aroma,  Maduro is both a color description and fermentation process, and our certified retailers have a "real" store, not just a virtual one). 

At TU, we want to #beaboutsomething, and R&D is.  As you will see in the R&D Lab, extraordinary efforts have been made to educate your mind and palate.  While taste is, and will always be, subjective, we can teach and illustrate facts, history, and enhance your appreciation of luxury tobacco in the process.  While we look forward to many years of researching and creating educational products, we also hope that TU R&D will help and inspire others in the industry to take it to the next level and #beaboutsomething. 

In the future, when you come across R&D Cigars at a TU Certified Retail Tobacconist (CRT), you will know that everything about those cigars is authentic and the tobacconist who is curating them is credible because he/she is the first professionally certified tobacconist that had to pass a test to sell you a certified cigar.   Furthermore, all of the personal and product certification standards are transparent and freely available on the TU website: including but not limited to our Code of Ethics & Standards, the TU Academic Curriculum, our Glossary, Tobacconist Tips, FAQs, and all of the standards of TU Certification.

 

#beaboutsomething

Another Great Success!

Surpassing our goal of 1,000 Certified Tobacconists & Apprentices at this years IPCPR tradeshow was a huge achievement for TU! Thank you to everyone who signed up to become an Apprentice at the show, took their CRT exam with us or even simply stopped by the booth to show support. An impressive twenty five apprentices passed the final, attaining their certification. Follow this link to see a complete list of our Certified Tobacconists.  Haven’t begun your certification process yet?  Get Started!

The Certified Medallion: Leveraging TU

We tell all TU Apprentices and Certified Tobacconists that getting Certified and passing the final exam is just the beginning of the process, albeit the hardest.  Ultimately, Certification must be leveraged by wearing the Certified Pin and using the Certified Medallion, on business cards, store signage, and your website.  After all, if you get Certified and never mention it to your customers, co-workers, vendors, and the community around you, then the benefits will never materialize.  While TU is no magic bullet for what ails our industry, the ability to leverage it is a massive competitive advantage.

PS: every CRT store can get a framed diploma with their logo, store signage stickers, and the right to use the Certified Medallion as long as they maintain one CRT.  Individual CRT can receive the Certified Pin, a personal diploma, mouse pad, and more…

National Media Honors Certified Tobacconists

Certified Tobacconists from across the country received national media recognition for their accomplishments in a news report today:

 

Gaining positive media attention is a rare thing indeed these days, and important to projecting and preserving the honor and credibility of the luxury tobacco industry.  Congratulations to everyone who has been certified and was mentioned in the article.  Thank you for your support and enthusiasm.  And thanks to all our apprentices.  We look forward to certifying all of you and watching this list grow!

A Real Revolution

 

 

Merriam-Webster defines revolution as ” a sudden, radical, or complete change” … “a fundamental change in political organization” … ” activity or movement designed to effect fundamental changes in the socioeconomic situation” and a fundamental change in the way of thinking about visualizing something: a change of paradigm”.  All of these definitions can apply to Tobacconist University (TU).  

  

When TU certifies a tobacconist they accept a professional code of ethics and standards and learn the fundamental as well as technical knowledge they will need to be extraordinary professionals.  This foundation of professionalism is important to our customers and our industry.  But, more importantly, as we grow our ranks (140+ today) and forecasted to triple by year end), we will be able to turn our credibility outward and start to carve out a sustainable existence in our society.  Tobacconists and our industry need to move beyond the taxation and legislative nightmare that is currently usurping our freedoms and beating our industry to death.  There is no sustainable future for retail tobacconists or the luxury tobacco industry in the current political, social, and cultural climate.  We desperately need a revolution!  A paradigm shift. 

  

In the short and medium term, the CRA (join now) battles on the legislative and political fronts.  But, we will need to do much more to create a sustainable industry that will be able to thrive for years and generations to come.  The real ‘war’ is global, political, economic, and social in nature and there are no small or easy solutions – it is a culture war. 

  

The most fundamental and first thing we need to do is prove to the world that we are indeed valid and credible professionals* … and that process starts with certification.  If you want to join a real revolution, not just pretend**…. Get Certified!   We are proactively fighting for our survival and we must do everything possible to change public (mis) perceptions and earn respect.

 

*Most people don’t even recognize or know that Tobacconist is a profession… much less one worthy of preservation. 

  

**Marketers throw the word “revolution” into their marketing mix to evoke satisfying emotions/thoughts and motivate you to bond with their products.  Just because you smoke an oddly shaped cigar or chat on a particular forum does not make you a revolutionary.  In fact, the word “revolution” has been diluted and emptied of its true meaning for far too long.  If you really want to be a revolutionary, it will take work, focus, and commitment.  Otherwise, it’s just an empty word propped up with useless actions…. Don’t be a fake revolutionary. 

  

Leave a comment and tell us how TU can make the biggest contribution towards changing public perceptions of tobacco and tobacconists.  

Certified Tobacconist Impressions

The first step towards acceptance and credibility is to build awareness. A decade ago I had people laugh at me when I told them I was a ‘Tobacconist’. And, the society we live in barely recognizes us as a legitimate profession – most days they treat us like criminals. So, awareness is the first step towards carving out a respectable niche in our society.

  

Tobacconist University exists largely to build awareness and credibility for the luxury tobacco industry. While many more consumers visit TU than Tobacconists, we consider every impression we make a positive Certified Tobacconist Impression (CTI). CTI are created every time a consumer visits TU, thinks about TU, mentions TU to a friend, or says the words ‘Tobacconist University’. CTI are created every time TU helps somebody refill their lighter, learn how to cut their cigar, season their humidor, and enhances their appreciation of luxury tobacco: always educating and enhancing appreciation under the umbrella of “Tobacconist University”.

  

Ultimately, if you had to distill down the priceless value of TU into something quantifiable, you could think in terms of Certified Tobacconist Impressions (CTI). After all, you need something to measure and strive for when you are trying to change the culture and fighting for your freedoms. Knowing this, TU regards every Tobacconist Certification with extreme reverence. Every TU Certified Tobacconist goes into the world creating thousands of Certified Tobacconist Impressions per year; by showing customers and civilians that we are legitimate, valuable professionals. Every time a Certified Tobacconist mentions Certification, or shows their lapel pin, or posts their Certified Logo, an impression is made. Every time a human being thinks about Tobacconists as professionals a positive impression is made. In fact, every Certified Tobacconist creates between 15,000 (lazy Tobacconist) and 50,000 (not lazy) Certified Tobacconist Impressions (CTI) a year (conservatively estimated). At this rate just one thousand Certified Tobacconists can create 50 MILLION positive impressions per year. Ultimately, this simple notion of projecting and leveraging our credibility through Certified Tobacconist Impressions (CTI) is a big part of how we will “preserve luxury tobacco for generations to come”: one Tobacconist at a time, one impression at a time.

IPCPR 2008 Las Vegas

  
It was an exciting week in Las Vegas, to say the least. The response we received as the IPCPR’s Official Curriculum Resource for Professional Tobacconists was stunning. We signed up over eighty new stores with even more Tobacconist Apprentices. In addition, we certified extraordinary Tobacconists from Georgetown Tobacco in DC and C.I.G.A.R. in San Antonio.
  
As I have always said, Tobacconists are starving for the credibility they deserve and now we are well on our way to providing it. This is a big first step towards building a better future for this honorable profession and we are thrilled to be a part of it.