The Certified Cigar Sommelier

Few words evoke as much prestige and emotion in the luxury business as "sommelier".  The wine industry has done a great job of projecting their professionalism through trained professionals who are experts in serving their customers.  While there are many sommelier organizations, anybody can pretend to be one, so credentials matter greatly when people throw around titles!  There are even people around the world calling themselves "cigar sommeliers", but until now that has been a self-given title with no substantiation other than ego.  Just because you call yourself an expert, doesn't mean you are one!  To a large extent, that need for substantive credibility is where Tobacconist University started in 1996, aiming to give credibility and substance to luxury tobacconists.  To that end, we are now enhancing our certification programs to include bonafide cigar sommeliers.  

After years of development, we are proud to introduce the Certified Cigar Sommelier Tobacconist (CCST) degree: ushering in a new era of professionalism, customer service, and credibility.

Our Cigar Sommelier degree is designed to serve the hospitality industry, including cocktail lounges, restaurants, golf/country clubs, and liquor stores.  Our specially tailored curriculum includes Retail School, Cigar Fundamentals, and a Pairing School.  Click here to see a demo.  The Tobacconist University Cigar Sommelier school is a password protected, customized curriculum for participating companies with an online final exam, so students can sign up, study, and take the final exam all inside of the TU website.  The degree itself focuses on cigars, retail processes, and service.  The curriculum is not as extensive as the Certified Retail Tobacconist (CRT) degree, but it does include specialized content for those people who are not full-service tobacconists.

It is ultimately our goal to make sure that great service and knowledge is present wherever premium cigars are sold:  this focus is good for our businesses and customers.  

The Dark Age of Cigar Making & The FDApocalypse

As the FDA forces our industry from the 'Golden Age of Cigar Making' to the 'Dark Age of Cigar Making', there are many changes taking place.  Not the least of which is the government allowing Cuban cigars to circumvent the new rules by being imported by tourists for unlimited personal use.  Currently, the largest manufacturing/distribution companies are gobbling up small manufacturers and importers.  Furthermore, it is clear that the 'big boys' in our industry are becoming more vertically integrated and establishing retail operations or buying existing stores to cement their market domination - all of this in addition to their ever growing mail order operations.  Even worse, is the unseen fact that executives throughout our industry are polishing their resumes while trying to figure out where they will go next.  All the while, retail tobacconists who have invested their lives and capital into their businesses are just trying to survive... as usual.       

While massive landscape changes are occurring in the cigar industry, consumers will see very little change in the short term, thanks to good marketing, spin & pivot public relations, jive talk, jibber jabber, deflection, and the fact that most of the changes we will see will happen incrementally.  They have taken our rights, little by little.  They have compounded and beat us with taxes, little by little.  They have passed smoking bans and new regulations, little by little.  And that's how it happens... little by little.  

Sadly, five years from now, we fear there will be less retail tobacconist stores than today.  Not because the public wants less, but because the business environment is too scary to operate in.  Small business owners cannot fight and compete with local, state, and federal governments while trying to service their customers - that is a game created by and best left to the 'big boys'.  But, despite the challenges, many retail tobacconists will survive and some will thrive.  And Tobacconist University (TU) will continue to serve our Vision:

To build and project the credibility of the luxury tobacco industry in order to gain cultural acceptance around the world - preserving luxury tobacco for generations to come.

We are not packing up and calling it a day... nor are we changing our strategy, goals, or tactics.  We will not compromise.  We are doubling down.  Over the next year, TU will deploy more new and unique programs and enhancements than ever before.  We will continue to grow and support tobacconists... so stay tuned!  

If you want to make a difference, get politically involved... join Cigar Rights of America, and support the IPCPR... and GET CERTIFIED!!!


Sincerely, 

Jorge L. Armenteros, CMT
President & Founder
Tobacconist University

Dear FDA, Tasting Is Essential

 

Tasting Is The Only Way To Distinguish

What is the difference between these two nearly indistinguishable cigars?  They are both premium, Nicaraguan, Churchill sizes with similar construction techniques.  They would both commonly be described as "rich, earthy, and mild to medium strength".  In addition, they both have the same suggested retail price of $6.50 USD.  Yet, one of these cigars is a masterpiece that was a limited production (approx. 55,000 produced) while the other reflects mediocre fermentation, poor construction, and inferior or unimpressive ingredients... in my opinion.  Both of these premium cigars come from the same place, are described the same, are priced the same, and look the same!  The point is, you wouldn't know the difference unless you smoked one.  And you could even prefer the one that I don't like, because taste is subjective!

Of course, for every person that appreciates the flavor complexities, richness and nuance of a premium cigar, there are many who simply think they "stink" or think they all smell and taste like "tobacco".  But nothing could be further from the truth (see Flavor Descriptor Tasting Chart below).  There are also people in the world who don't like the taste of clove, bar-b-q, whiskey, wine, meat, fennel, broccoli, etc.... The same is true for smells: just visit a perfume or candle store to prove the point that there is something for everyone.  Variety is indeed the "spice" of life, taste is subjective, and there is no accounting for taste!

A cigars most important flavor qualities are impossible to ascertain without tasting or sampling it.  And unlike a bottle of wine or fine spirit, which can be sipped a few times and understood and savored by the consumer, a cigar cannot be sampled in just a few puffs.  Why?  Because the nature of a liquid is that it is perfectly blended while premium cigars are crafted with five to eight distinct leaves, in varying proportions.  Each of these leaves must be measured and placed in a hand crafted bunch which will combust at the perfect rate:  perfect combustion is what releases the flavor properties of a cigar. So, in order to assess the qualities of a cigar, it must be smoked, in its entirety. 

The hand blending of multiple leaves in premium cigars makes it is natural to expect differences between cigars that were created at the same time using the same blend; but there will also be changes over time due to production realities.  Weather conditions (sun, temperatures, humidity, cloudiness, rain, etc...), soil rotation, and countless other variables make it impossible to plan and predict what a cigar blend will be in the future and what a cigar will ultimately taste like.  So, while consistency is important when creating cigars, it is impossible to achieve.  Recipes do not exist and blends have to vary.  For this reason, consumers and professional tobacconists must constantly taste and sample premium cigars to determine whether it suits their taste.  There is no accounting for taste, and shallow and factual descriptions are not nearly enough information to base decisions upon (e.g. rich, earthy, and mild to medium strength).

Premium cigars, like fine vintage wines, are released in limited, boutique, vintage, one-off, and rare editions.   As an agricultural product that is cultivated, cured, fermented, aged, blended, and hand crafted, the limited, rare and special nature of cigars is inherent to the product.  Premium cigars cannot be created via recipes, rather, they are a cigar makers artistic interpretation of what has grown out of the soil.  And since taste is subjective, this can be a very esoteric process and product.  Ultimately, only consumers can help to quantify or judge taste by determining whether or not that cigar is successful in the marketplace.  But, it is simply impossible to regulate, judge, or impose, taste.  There is no accounting for taste.

When you buy a car, you know the horsepower, MPG and other vital stats and specifications and you get to test drive it.  When you buy a turkey at the market, you know the calories, carbs, weight and other nutritional information.  And, of course you can have a reasonable expectation of what that turkey will taste like because there is very little variability in turkeys.  But, in case you don't, your super market may have someone there promoting and offering samples of that turkey. 

Every industry and product class has reasonable methods for sampling, assessing, and tasting products because it is necessary.  In the luxury tobacco industry, it is imperative.  Ultimately, not allowing samples and tasting of luxury and premium tobacco products would undermine and destroy the whole industry.  Limiting sampling and tasting will handicap retail tobacconists, undermine consumers, and stifle all creativity on the part of cigar makers.  If sampling and tasting is outlawed, the cigar industry will be left with a handful of generic or homogenized products created by the worlds largest corporations, leaving behind an industry that looks more like the mass-market cigarette industry rather than the boutique, artisanal, and creative industry that exists today.

Tobacco Flavor Descriptors from the Tobacconist University Certified Cigar Review Blueprint:

 

ANIMAL		SWEET & FRUITY			SPICES		PLANTS & EARTH		CHEMICAL
bbq		bittersweet			anise		alfalfa		ammonia
gamey		black cherry			black pepper		barnyard		astringent
leather		blackberry			cardamom		bell pepper		bitter
manure		buttery			chili pepper		cardboard		burnt match
meaty		caramel			cinnamon		cedar		diesel
musky		cherry			cloves		charred		dry
roasted meat		chocolate			cumin		dark roast coffee		harsh
smoked meat		citrusy			ginger		dusty		kerosene
venison		coffee			mulling spice		espresso		lead
		creamy			nutmeg		flowers		mineral
		currant			smoked pepper		fresh cut grass		rust
		dark chocolate			sugar		grass		salt
		dried fruit			wasabi		hay		soapy
		fruity			white pepper		herbs		sulfur
		honey					hickory		tar
		marshmallow					manure
		molasses					mesquite
		orange peel					mildew
		plum					moldy
		raisin					moss
		sugar					moss
		toffee					mushroom
		vanilla					musty
		white chocolate					oak
							old cellar
							papery
							peat
							raw nuts
							roasted nuts
							smoky
							soil/dirt
							tannic
							tea
							toasted
							vegetal
							wet forest
							wet grass
							wine cask

Jorge L. Armenteros, CMT
President & Founder
Tobacconist University

Response to the FDA

Submit Your Comments to the FDA

 

Background & Info @ Halfwheel

Dear FDA,

I am writing with regard to premium cigars being regulated by the FDA and treated the same as cigarettes and other nicotine delivery systems.  Premium cigars are different.  They are handcrafted as organoleptic delicacies: no different than fine wines or gourmet foods.  As a consumer, retail tobacconist, and president of the organization that certifies professional and luxury tobacconists (Tobacconist University) I can attest that premium cigar consumers are adults who enjoy the relaxing, social and meditative value that the products are meant to convey.  In addition, fine premium cigars are delicious and not used out of habit.  The majority of our customers smoke approx. one cigar per week, to unwind and savor their time. 

Furthermore, premium cigars cannot be defined by their retail price (ie. $10) because there are many inexpensive varieties, and while I prefer the flavor profiles of more expensive cigars, taste is subjective.  Some consumers even prefer premium cigars that have infused or hints of other flavors: the same applies to fine wines and gourmet foods.

Ultimately, premium cigars are made from whole leaf dark tobaccos (not homogenized or processed).  They are bunched by hand (often with the assistance of a Lieberman machine - which is a simple strip of canvas which helps compress the tobaccos evenly), and wrapped with a leaf of wrapper tobacco.  Wrapper tobacco in particular is an exquisite leaf which is cultivated like rare orchids and applied by extraordinary crafts-men and women.  The transformation of rustic leaves into a beautiful premium cigar takes years to unfold and it must be seen to be appreciated.  I would welcome the opportunity to share these processes with the FDA.  Hand crafted premium cigars are a special artisanal product and their cultivation and manufacture is an amazing and beautiful process.

I hope that you will take these facts into consideration and keep the regulation of premium cigars (and pipe tobaccos) separate from cigarettes and smokeless tobaccos.  We currently have many creative boutique products in the marketplace and it would be a shame to find the premium cigar industry consolidated into a few massive multi-national corporations.  Similarly, it would be a travesty to see retail tobacconists decimated by over regulation.  Currently, retail tobacconists represent the best of America and the premium cigar industry.  As the president of Tobacconist University, I represent hundreds of small retailers who work hard to service their customers and help them savor their time.  We take great pride in our walk-in humidors and giving customers an immersive aromatic experience while they shop.  We're an old-fashioned business selling hand crafted products which take years to create.  And we love our products, customers, and our old-fashioned shops. 


I would welcome the opportunity to help share with you any of my information, educational tools, connections, or access to this special industry.  At the very least, please visit a certified tobacconist and experience the passion and professionalism that we provide.  In our modern world where information travels at the speed of light, and change is increasingly unsettling, retail tobacconists and our consumers appreciate simple values like relaxation and hand crafted luxury products which help us savor our time.

Sincerely,

Jorge L. Armenteros, CMT
President & Founder
Tobacconist University

Reverse Cigar Blending: "Tasting Components"

The process of blending a premium cigar is extremely challenging.  Some cigar makers and blenders have a natural talent for it – others don’t.  One of the unique talents a good cigar blender needs is flavor (taste + aroma) memory.  Flavor memory is the ability to recall a certain flavor profile in your mind.  With good flavor memory a cigar maker can remember what a particular seco from Esteli tastes like, versus another seco from Jalapa or Condega.  Then, a cigar blender must be able to project, in their mind, what that seco will taste like beside a viso, ligero, volado, binder, or wrapper, from another farm, country, and/or varietal family.  Further confounding the recipe is the fact that there are countless nuances to priming, air-curing, fermentation, aging (añejamiento), tobacco burn rates, and even proportioning and placing the tobaccos in the finished cigar.

The process of creating a cigar blend is daunting and there can be thousands of failures before a final blend is deemed worthy of production.   Yet, this is just the beginning.  Once a master blend recipe has been created, it must be tweaked to deliver its flavor and character in different vitolas.  Some cigar makers will further complicate the process by engineering each vitola to deliver a similar taste while others will tweak the blends to emphasize certain aspects of the components.  Lastly, a great cigar maker will be able to replicate the cigar’s flavor profile consistently, year after year.  Ultimately, cigar blending is its own art form which requires a lot of experience and talent.

While cigar blending is the process of putting tobacco leaves together to create a cigar, reverse blending is the process of deconstructing a cigar and analyzing its’ component leaves.

The TU method for reverse blending and studying a cigar’s components is called Ashtray Analysis.

Ashtray Analysis is the process of removing the cigar’s component leaves one at a time and burning them in an ashtray.  You can smell the tobacco leaf’s characteristics while it is burning in the ashtray.

WARNING: use a bucket of water to extinguish the burning tobacco leaves and keep a fire extinguisher at the ready.

Method
Wrapper and binder leaves will separate fairly easily and it should be easy to distinguish between them.

Burn the wrapper in the ashtray and smell the smoke.  After you have smelled enough,  put the leaf in a bucket of water and make sure nothing is left burning in the ashtray.  Repeat this step with the binder.  Once you remove  the binder, the bunch will continue to hold its cylindrical shape and you will have to finesse the filler leaves apart.  Try to separate the different leaves from each other: segregate by color and texture.  Once you have three to five filler leaves distinguished and separated, you can discard the smaller pieces of tobacco.  Don’t get discouraged if you can’t differentiate between all the filler leaves.

Hint: the ligero will be black(ish) and should be towards the center of the cigar.  It will have the strongest and/or most pungent aroma of all the filler leaves.

What did you learn?  In the end, this exercise will give you some insight into the individual leaves that went into creating your cigar.  And, hopefully, a new appreciation for the millions of tiny steps that go into creating a great cigar.

The Certified Tobacconist Advantage

PM Magazine: What’s the advantage of buying cigars from a certified tobacconist?

 


Jorge Armenteros: As the president of Tobacconist University, I have dedicated almost 15 years to this question.  In fact, I wrote The Tobacconist Handbook (available on amazon.com) to try and improve the culture of professional tobacconists.  Above all, a certified tobacconist is schooled in fundamentals and understands the differences between tobaccos and what makes them special.  Ultimately, very few tobaccos and/or cigars are premium or luxury products.  The best cigars in the world take years or decades to create and a certified tobacconist can help a consumer enhance their own appreciation by sharing that knowledge.

 

…. the joy of our business is to introduce smokers to something outside of their comfort zone and watch them fall in love with it…

RTDA / IPCPR Report

I just returned from the 75th Anniversary of the RTDA, now IPCPR, in Houston. I thought I might sleep a full 24 hours today, but I got up bright and early. Despite my bloodshot eyes, aching muscles, and the loss of my voice, I am rejuvenated and more excited about the future than ever before. Great Cigar makers are proactively organizing and working to defeat the absurd taxes proposed by the Senate and Congress: this is truly a fight for our livelihood. For the first time ever, these artists and artisans are working hard to project the Credibility and Value of our industry, demonstrating the differences from a luxury, quality of life experience, and an unhealthy habit. We must separate ourselves from big tobacco.
  
TOBACCONIST UNIVERSITY: Retailers

The TU Seminar was a GREAT SUCCESS!! Beyond all expectations! Over one hundred people came to our public debut and the feedback was overwhelming. Tobacconists are thirsty for Credibility and we are just the organization to empower them to earn it. It seemed like I couldn’t walk more than a few feet without being stopped by someone who attended or heard about it. Tobacconists were so excited I was giving mini lectures on the sales floor, at vendor booths, in the bar, lobby and even in moving automobiles. Here is an excerpt from the introduction part of the Seminar:


  
“Welcome and thank you for coming. It is a privilege to be here, speaking to you: Retail Tobacconists, my favorite people in the world.


No other professionals have as much passion yet fight as hard for their integrity, credibility and success.

So, Tobacconists are my favorite people…… Great American Freedom Fighters, in the tradition of our Founding Fathers, Tobacconists are preserving our inalienable right to pursue our own happiness. Not “happiness” which is defined by our government, legislators, pop culture, warped statistics, or anything else. Happiness can only be defined by the individual. By me, for me. By you, for you.”
And then they applauded, so I will stop there.

As Mr. Jose Orlando Padron says: ‘ You must crawl before you walk, and walk before you run ‘. So we will heed that advice and take things slow, since every effort and decision we put in now is geared towards PRESERVING LUXURY TOBACCO FOR GENERATIONS TO COME.

As usual, we are dealing with TU specific, or big-picture topics here. If you want some day to day coverage of the show, check out David Savona’s Blog on the CA website. I think he was blogging prolifically in his sleep; I don’t know when he found the time since every time I saw him he was drinking, smoking, or eating.

Guns, Tobacco, Fear & Control

 

    

“Where the rights of men are equal, every man must finally see the necessity of protecting the rights of others as the most effectual security for his own.”- Thomas Paine
Dissertation on First Principles of Government -1795

On a personal note…. I have one sister, twenty one years younger than me. This picture was taken two years ago in the D.R. – right about the time she told me a policeman came to her class, wearing his uniform, badge, and gun, to lecture the students about the dangers of tobacco. Of course the lesson was not un-biased or purely factual. Rather, it was about fear. They did not tell her ‘cigarettes can shorten your life or lead to illnesses’; they told her ‘tobacco and smoke are disgusting, immoral, and kill’. While I know that life kills, and fear can be an effective motivation for children, and teachers can exaggerate to make a point, to this day, I cannot fathom why a man with a gun is sent to schools to ‘teach’ and threaten children. Frankly, it has taken me two years to calm down enough just to write this piece…. In fact, a big part of the reason I started this blog two years ago was because I was so infuriated by my sister’s story and needed a place to voice my opinion and tell these tales. And, someone has to question how the anti-smoke people have influenced legislators to the point that they are employing our police to promote their agenda … WTF is happening?

I remember in high school a policeman came and lectured us about the dangers of drinking and driving: at least that made sense since the crime takes place on our roadways where innocent people can be hurt. But where is the crime in smoking? And why are the police talking to children about it? And why the gun?

On a positive note, my sister comes to my house and walks into my humidor just because she loves the smell. Thankfully, she is smart and free enough to think for herself; but, for how long? In Cuba they have signs everywhere insulting ‘capitalist pigs’ and the only people with guns are the cops and military; I suppose that is why my family came to this country. But, in America there are already advertisements insulting smokers (of all kinds), disparaging fat people, and basically equating anybody who is not ‘healthy’ or ‘normal’ as immoral or inadequate. Yet, I can’t watch TV for half an hour without seeing erectile pill commercials or advertisements for pharmaceuticals to make us all happy and fill us with ‘energy’.
 
Meanwhile, the hypocrisy of our legislators/government and the degradation of our rights is only getting worse…. Today I read an AP article about an Alabama Botanist who was arrested because the wildflowers on her property were a nuisance. People actually complained about the annoyance of flower aromas!!!
 
As the son of refugees, I cannot forget the value of freedom, and the need to defend it: that is why I am a Certified Tobacconist. And, I have put every resource at my disposal towards defending my profession and helping others do the same. Ironically, at this rate, I will end up a Certified ‘drug dealer’ in the nanny state’s eyes…. and so will my plant, coffee, alcohol, and food loving friends. That cop who terrorized my 10 year old sister may very well arrest me for smoking a cigar on the sidewalk one day. In the meantime, real drug dealers who peddle anti-depressants, anti-anxiety drugs, 5-hour energy drinks, and erection pills continue to live down the road from me in mansions I can’t even afford the taxes on. The America I love seems to exist only in my mind and heart now…. and within the four walls of every retail Tobacconist who is still allowed to smoke in their business and home. As I write this very personal blog, my last living grandparent lies on her death bed, incoherent and unaware that the America that embraced her inalienable right to the pursuit of happiness is not so different than the country she fled; in this rare case I think that ignorance is bliss. But, the rest of us have no excuse.
 
My point is not simply to vent here… it is two-fold:

1. to compel you, my fellow Tobacconists and citizens, to get Certified and project your credibility. Be Proactive! Don’t be apathetic. Don’t ever give up. First we must educate ourselves, and then we go about teaching others (Tobacconists Are Teachers).

  

2. to remind everyone else that real freedom involves protecting others’ rights, not just the rights you like and/or use.

Disclaimers: I have cop friends and customers who I love; I think guns are awesome – when they are not killing or intimidating people; I love plants and flowers and their aromas; I love my sister and family, no matter what they think or feel; I have lots of friends who take the legal drugs mentioned in this article; I believe smoking is a human archetype and delicacy which will always be and should be enjoyed by a significant percentage of the population; I don’t like the use of chemicals or additives in tobacco or food; I eat meat and fish; however you define ‘health’, it is useless without freedom – and legislating ‘health’ is simply a way to control people; I drive like an old lady, have never had a dui/dwi, and have not had a moving violation in my adult life (’knock on wood’); I am only superstitious, ‘just in case’; I think people who sky dive and bungee jump are crazy and I fully support their right to do it – just like I support any person’s right to think, say, and do anything they want as long as they do not infringe on another person’s ability to do the same – that’s American!

 

Jorge Armenteros, CMT

The Perfect Cut

 

This new Perfect Cut video is a significant milestone in TU’s development. The future of our academic curriculum, FAQ, and Glossary, will all be video and slideshow driven: giving consumers and Tobacconists educational alternatives with entertainment value. We are previewing The Perfect Cut here, before it goes up on the FAQ. Videos to follow include:

• Lighter Maintenance
• How To Light A Cigar
• How To Pack A Pipe
• Calibrating A Hygrometer
• Seasoning A Humidor
• and many, many more….

 

Tobacconist Philanthropy: Cigar Box Charity

  

The nature of our business presents a unique charitable opportunity; that is, Cigar Boxes. People love cigar boxes! And Tobacconists usually have plenty of them. Unlike a restaurant which has no use for left over food, empty cigar boxes actually have value*. In my stores we sell the boxes for $3 and give the money to a no-kill animal shelter – Last Chance Ranch**. In addition, we give away boxes to children and teachers for projects and hobbies. But, hands down, my favorite Cigar Box charity is the animals. Just last week the shelter received two dogs from a woman who had lost her job, was living in her car, and could no longer take care of her pets. I can’t imagine how difficult her life must be, but I know she found comfort in knowing her pets would be well taken care of.

   

So, Tobacconist University wants to know….

  

What charity does your Cigar Box money go to?

&

How else do you give?

  

Let us know as we are developing Service College content on Tobacconist Philanthropy – we estimate that Tobacconists give more to military service men and women than any other retailer group – not to mention schools, churches, arts organizations, etc… And, every Tobacconist gets a steady stream of people requesting product and money contributions… so there is a big story to tell about Tobacconists and charity.

  

**The Last Chance Ranch saves horses, pigs, chickens, geese, goats, mules, donkeys, sheep, dogs, and cats; actually, they will save any animal, rehabilitate it, and find it a happy home.

 

  

* Cigar Box Value: cigar boxes are also useful as gift packaging and for custom samplers.

Cigars = Vacation

We know that our sense of smell is most closely linked to memory and emotion. And that our sense of smell has the greatest impact on our enjoyment of luxury tobacco – try smoking with stuffed sinuses to prove it. Pleasant aromas are relaxing. In fact, pleasant aromas have the power to transport us to a better ‘place’, a better feeling. Whether we are talking about the smell of grandma’s cookies, the ocean, or a great cigar, pleasant aromas force us to take notice and enjoy the moment. Those who enjoy luxury tobacco know that aroma transcends our daily responsibilities, stresses, uncertainties, and challenges.

The aroma of luxury tobacco forces us to settle down and appreciate the moment; the little things. Great tobacco is a compelling delicacy which helps us appreciate our time. What could be more important than savoring your time? Great cigars are like a mini-vacation! Use them as intended and you will enhance your quality of life.

  

* Tobacconist Anecdote: Lately, I have been seeing many more of our retail customers stopping to have a cigar in the shop. Customers who would normally walk out after their purchase look at the couch like a starving man looks at a steak. Once they realize the couches are there for them, they walk over and plop themselves down, immediately letting out a deep exhale. At first they have a glassy look in their eyes, then they remember they have a cigar in their hand and they start to look at it, touch it, and finally light it. After just a few puffs their demeanor begins to change. They watch the smoke waft delicately into the air and their gaze begins to relax. Within a few minutes they start letting go… their body and mind releasing tension. Eventually, our customers leave the shops happier, brighter, and lighter than when they entered. It is an extraordinary transformation. Every Tobacconist has seen this happen, and I think this is happening a lot more lately. But this is just proof that Tough Times = Better Business. People need great Tobacconists more now, than ever…. so get to work.

Age & Smoke

Some Things Are Better With Age.

Teach your customers to age their cigars and enjoy the changes. Enhance your customers’ appreciation and you will make them happy, healthy, and loyal. Educate your customers and they will age along with your business.

 

 

 

 

 

 

 

 

      

Some Things Are Better With Smoke.

Like…. picnics, meat, golf, boats, alcoholic beverages, sunsets, hot tubs, long walks, gambling, racetracks, sunshine, bacon, etc…

     

          

    

   

    

    

     

    

      

* The Butchers never cease to amaze me. This beautiful slab of meat is some kind of experimental hybrid bacon they are working on. The top picture shows a cleaver that is so old it is starting to look like a filet knife. Its amazing to see craftsmen be so traditional and creative all at once! Just like great cigar and pipe makers. This is good advice for Retail Tobacconists too: Focus on Traditional Principles/Tools & Be Creative!

Stockholm Cigar Syndrome

  

This is a new one…. brought to you by the ever-experimenting minds at Tobacconist University.

  

We know how easily the mind and emotions can bias our senses, so it should come as no surprise that Everyone Is Biased and Taste Is Subjective.

  

I have always wondered what percentage of sales reps. actually believe all of the wonderful compliments and hyperbole they feed retail Tobacconists. Every cigar or pipe tobacco is ’smooth’, ‘complex’, ‘rich’, ’sweet’, and/or ‘the best’. Sales reps. have mastered the art of verbal foreplay…. and sometimes it works. I have bought a quite a few dogs in my day, and I’m sure there are still a few to come. But now I’m not so sure that they are making it up…. maybe they actually believe the things they are telling us. Perhaps, it should not surprise us when sales representatives fall in love with their own products. After all, those products provide a roof over their heads and food in their bellies. It would seem natural that the ‘positive aspects’ of even bad products can effect our taste perceptions.

   

Stockholm Syndrome is a psychological response in abducted people in which they show signs of loyalty and fond emotions to their hostage-taker. Stockholm Cigar Syndrome is when sales reps. fall in love with their own bad products. The same can happen to consumers and Tobacconists who enjoy a cigar or pipe when they smoke it with the maker, and realize later that it sucks. Similarly, Havana obsessed consumers are being held hostage by romance and mythology. I won’t name names…. but this has happened to us all….

  

Ultimately, in a perfect world, I would contend that we should all keep our opinions to ourselves until we have smoked numerous (a box?) cigars. That way we will have sampled the product dozens of times under different circumstances: this should be enough experience to truly judge a product. Now, if only I could convince my customers that they should buy a box of every cigar they want to try….. that would be good for business…

 

Jorge Armenteros, CMT

A Bunch of Leaves II

  

One of the most important things we teach Tobacconists [getting Certified] is the amazing and unparalleled nature of the premium cigar. Great works of art, crystal, furniture, and architecture are created in less time than a great cigar; and they last lifetimes! …While the destiny of a cigar, through combustion, is to return to dust. Cigar lovers and Tobacconists can appreciate the value of a cigar because there is no other product like it on earth!

 
But few of us have had the opportunity to see cigars and tobacco as HIGH ART (in a way that transcends their use). Many of us have seen extraordinary cigars that seem like sculptures (i.e. bats, pipes, multi-colored figurados), but few of us have actually seen cigar tobacco sculptures. This amazing work of art (and others) were created by Janio Nunez Leal, an artist I had the privilege of meeting in the late ’90s. He sculpts with tobacco and uses only a light infrastructure which he covers with cigar leaf; using hybridized bunching and wrapping techniques he learned as a cigar roller in Cuba.
   
(I must divulge that I have a company called ArtistaCuba which collects and imports (when legal) Cuban art. I met Janio in Havana many years ago and have never gotten over his amazing creations. He was a cigar roller turned master sculptor and I am sure he has never received the acclaim and success he deserved. To my knowledge, no one on the planet has ever accomplished what he has.)
   
Top Picture: Janio Nunez Leal, Alejandro Robaina, and lifesize tobacco sculpture of Winston Churchill, circa 1999.

Jorge Armenteros, CMT

The Cuban Conundrum

As consumers and Tobacconists we are all familiar with the history of cigars as they relate to Cuba. In fact, Tobacconist University started as Cuban Cigar University after many fact-finding and educational trips to Cuba in the 1990s. The history and traditions of cigar making are undeniably rooted in Cuba. Yet, the most exciting developments and products in the cigar industry today are occurring in Central America, Africa, and the Dominican Republic. Our current and unprecedented Cigar Renaissance is occurring outside of Cuba yet it stands on the shoulders of hundreds of years of Cuban traditions and innovations.

With that said, learned aficionados understand the differences between quality and mythology. And with regard to Cuban cigars, there is a world of difference between perception and reality. Some say they can be the best and worst cigars in the world… But we can definitely state that the qualities of the soil and climate can produce extraordinary and distinctive flavors.

As retail Tobacconists we see first-hand the amazing level of Romanticism in our consumers hearts and minds. People ask us every day, “Do you have Cubans?”, “Do you have Cohiba?” and when you ask them what their favorite cigar is, they often tell you it is a Cuban. Often, mentioning a Cuban as your favorite cigar can be a psychological/egotistical badge of honor. Yet retail Tobacconists know that the quality and diversity of product from outside of Cuba is outstanding and today’s connoisseur does not need to smoke anything Cuban to be satisfied.

So what should retail Tobacconists do when customers bring in Cuban cigars to smoke in their shops? After all, you wouldn’t drive through Wendy’s and take it into a McDonald’s to eat. In my opinion, all cigar lovers are part of a brotherhood of sorts, so in my retail shops we allow you to bring in whatever you want and smoke it. There are so few places left to smoke that it would seem heartless to kick a cigar smoker to the curb. And we must hope that these customers will value our service and give back in some other way…. in theory at least. But I fully understand why many retailers will not allow you to bring in outside product to smoke. That is their decision and as long as they pay the rent, it is their prerogative to make it.

Another unique feature of the Cuban Conundrum is that many American consumer and trade magazines allow Cuban cigar internet and mail-order companies to advertise on their pages and websites. I suppose a consumer magazine can justify that by saying they are catering to their readers’ interests, but I can’t imagine any justification for our trade magazines to allow this kind of advertising when it takes business away from American Tobacconists: this undermines the very clientele which they claim to serve.
 
These issues are convoluted by the U.S. trade embargo on Cuba and the unparalleled brand equity of “Cuban” cigars: there is no other luxury product in the world whose terroir is so revered, not even Bordeaux wines. But that is no excuse for companies who claim to serve Tobacconists to then undermine our businesses (i.e. see Keystone is Keystone). Sadly, retail Tobacconists sometimes seem like the under valued, under appreciated ‘red-headed step children’ of the luxury tobacco industry. And this is done by our vendors…. not to mention how society views us.