Staff, Author at Cigar Life Guy

Interview: James Lee of Cigar Pxrn

Posted on September 26, 2023 by Staff

It’s hard to forget a name like Cigar Pxrn, but former NFL tackle and Cigar Pxrn founder James Lee was going for bold. There may be no better way to express love and appreciation for cigar life than donning some Cigar Pxrn apparel. Lee talked with Cigar Life Guy about the life-changing first premium cigar, finding a niche in the cigar industry, and why he’s still holding out on blending his own cigars.

The First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

James Lee: My first cigar experience was with a neighbor. I had a neighbor, Andre, and he would always host cookouts. He would have them when I was playing during the season. But I wasn’t a smoker. I was playing football (An NFL career that included stints with Cleveland Tampa Bay and Washington). It was the Spring of 2010. He threw some steaks on the grill and I was like, why not? And I smoked my first cigar- an ACID Kuba Kuba. That changed my life. That’s a day I’ll never forget.

What’s in a Name?

Cigar Life Guy: Cigar Pxrn is an evocative name. What’s the story behind it?

James Lee: Well for one Cigar Pxrn is probably the best name for a cigar brand (laughs), but the name came as a play off of food porn. At the time I was trying to create a name for the brand, food porn was everywhere. Everybody was cooking for Youtube videos and we just played off of that for the love of cigars like people did for the love of food. When we did it, the word cigar porn (p-o-r-n) would actually send you to a porn site. So we had to create an avenue to keep people from going to a porn site. That’s how I came up with the “x”. We put two cigars across each other to create the “x”.

Cigar Life Guy: You played in the NFL and have a degree in Early Childhood Development. How did you get into the apparel and cigar business?

James Lee: After I retired from football, I became a member of the cigar lounge in Charlotte (Charlotte Cigar Club). Throughout my years of being there, cigar reps would come by and they would sell you boxes. There would be specials on boxes and you could buy raffle tickets to win a hat or t-shirt. That was the only way that you could express that you loved cigars- by wearing that particular brand of the rep that would come into the shop. At the time I was not smoking a brand, but I realized there was a niche. I can create a brand for all cigar lovers- not specific to one brand. So it’s not locking into one brand. It’s just saying “I love cigars”. Once I did my research, I realized that there was nothing out there other than getting the shirts and hats from the cigar reps. In 2017 that was the only way to get apparel. You go to somebody’s website and buy a shirt. So I created a brand, Cigar Pxrn.

One of Kind Apparel

Cigar Life Guy: What makes Cigar Pxrn apparel and accessories unique?

James Lee: Cigar Pxrn is loud, bold, and edgy. We run into so many people that love the shirt or they say, “I can’t wear that shirt.” So it also screams confidence. You have to be a strong individual to put the word “pxrn” on your chest because of the attention that you’re going to get from it. If you’re a man you’re going to get attention from women. If you’re a woman you’re going to receive some compliments from men. So I feel we’re unique because we’re edgy. We put two of the best industries together as one and made it a brand.

Cigar Life Guy: How do you want cigar smokers and consumers to see your brand?

James Lee: I want people to see my brand as an image of greatness. We continue to create unique and quality products. I have a strong team of representatives throughout the world who represent Cigar Pxrn and the lifestyle just as well as I do. They’re a reflection of me in their own cities and we are all as one. It’s all greatness.

Not Trying To Do Too Much

Cigar Life Guy: Have you looked at expanding beyond apparel and accessories to maybe a full line of cigars? If so, what would need to be true for you to seriously consider it?

James Lee: For years I’ve gotten that question- “When are you going to make a cigar?” I’ve gone back and forth with it. But I try not to focus on multiple things at once because you can lose out on one thing trying to create something else. We started off as a lifestyle brand. Right now it’s just not the right time. As a brand, our main goal is to continue to bless the cigar industry through fashion.

I have considered it. I’ve had people at PCA this year say, ” When are we gonna make that cigar for you?” But people have asked since day one.

When you’re trying to do too much at once your focus is lost. You can’t go 100 percent in two things at once. We’re going into year six and we’re just focused on apparel right now.

Cigar Life Guy: What’s next for Cigar Pxrn?

James Lee: We’re trying to expand to cater to more women. Today you have an enormous amount of women smoking cigars. So many women are coming into the industry so we want to expand our women’s line beyond t-shirts. Just give them more options so they can express themselves. Men are fine just throwing on a T-shirt. So women I want to put more emphasis on them. We just created our own collection of sunglasses. We plan to get into dress apparel, Fall colors for dresses, and different styles of shirts. We’re trying to get into the bling. Something other than a V-neck T-shirt.

Follow James on Instagram and check out the latest Cigar Pxrn apparel here.

Photo credit: James Lee

Howard Gumbs Jr. of Howard G Cigars: Interview

Posted on September 12, 2023 by Staff

Entrepreneur Howard Gumbs Jr. has never balked at a challenge, and after launching Howard G Cigars amidst the pandemic, he has never looked back. A true brother of the leaf, Howard is building his legacy with the All-Pro Series and his newest line, The Perfect Round. Howard talks to Cigar Life Guy about his start in the industry, smoking with Avo Uvezian, and the best part about cigar life — forging lasting relationships while enjoying a premium cigar.

Howard Gumbs Jr.: First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Howard Gumbs Jr.: I’ve been smoking cigars for sixteen years. The very first cigar I smoked was Rocky Patel Decade 1990. I was in Minneapolis, Minnesota. I was with a gentleman named Duncan, a cousin of a business partner, and I remember smoking that at a place called Twigs, and that was my first time smoking a premium — a Rocky Patel.

Learning the Cigar Life

Cigar Life Guy: Tell us how you got started in the cigar industry. What did you do before, and how does it help inform what you do with your current business?

Howard Gumbs Jr.: I got in the cigar business differently here in Orlando. I had the privilege and honor of smoking a few days a week with Avo Uvezian. So, I’m in the cigar business because of Avo. One day, we sat outside together, and he said, “Howard, you should be in the cigar business.”

And I said, “Why do you say that, Papa,” and he said, “Because you love the people like I love the people.” It was a shocking thing. He believed me. About six or seven months after that, a buddy of mine said the same thing that Avo said. He had a brother who owned fifty percent of a factory. So, it went from mindset to putting it into action.

As far as business, I’ve always been an entrepreneur. I have multiple companies. The cigars started from that relationship, but it’s the same mindset as other businesses. It transferred to the cigar business because of all of the connections.

Cigar Community and Cigar Culture

Cigar Life Guy: You have stressed the connections you can make while sharing a premium cigar. What makes the cigar community and cigar culture so unique?

Howard Gumbs Jr: What makes it special is we have something in common. Typically, you’re not in a rush when you’re smoking a cigar. You’re gonna sit down, you’re gonna cut it, you’re gonna light it. You’re going to have a beverage with it.

Enjoy that time. You have forty-five minutes to an hour and a half where you’re relaxing. You’re not worrying about what happened at work, you’re not worrying about business, you’re not worrying about any other issues, but you’re just enjoying that cigar.

Many people I meet talk about the moment they get off work and the excitement just to come and smoke their cigars and socialize for an hour and a half. That is one of the things I associate with the cigar life. Also, you must always find out who you’re sitting down with. One of the things with the cigar community is you need to know who in the world you’re sitting next to. There are a lot of times I’ve had Fortune 500 CEOs sitting next to a janitor. We’re all smoking cigars. The one thing that we have in common is that leaf. No matter which cigar you’re smoking, we’re all sitting there enjoying it.

Launching During the COVID-19 pandemic

Cigar Life Guy: You started Howard G. Cigars in 2020 amidst the pandemic. What was that like? What challenges did you face, and how did you overcome them?

Howard Gumbs Jr.: I only had a few challenges. What happened was the cigars were made in 2019. I wanted to release the cigar when I had the proper boxing. When the pandemic occurred and the world shut down, I was told, “Hey, there’s so many people stuck at home, why don’t you just get the cigars out?”

The cigars were ready, so I just got them out and put them in different packs of four. Then I looked at my database of personal friends — palates I trust, guys I know that they are serious smokers. So, I just took that time to send out the product. I sent out the product and asked for honest feedback. Take away friendship. Take away how you feel about me.

Nothing is going to hurt my feelings. If you hate it and think it’s trash, tell me it’s trash. Tell me if this cigar could be in your wheelhouse because you’re an experienced smoker. Those are the things that I did during the pandemic.

So, during 2020, when people were sitting at home, it launched us across the country just with friends. First, people said, “Hey, he said he was going to do something, and he actually did it,” and second, “The sticks were great!”. 87% of the feedback was exceptional. We knew we were on to something. From that point on, we decided to continue.

We take it seriously. So, we go to the shows where the large retailers are, to PCA. And we go there with the mentality that we’re in the game for the long haul.

We’re going to keep on expanding and growing. Our goal is always to get better by one percent a day and continue to create and build on lasting relationships and great products like the legacy brands that have come before us.

The All-Pro Series with Howard Gumbs Jr.

Cigar Life Guy: You have cigars commemorating former NFL stars Leon Searcy and Ike Taylor. How did you forge those relationships, and what’s the story behind the collaboration?

Howard Gumbs Jr.: There’s not a significant story behind it. Those are my brothers. I already knew that Black Moses would become a series, and Magic Stick would also become a series.

I also knew I wanted to do an All-Pro series, but when I had the idea, I wanted to ensure that my athletes seriously smoked cigars. It wasn’t just guys who smoked a cigar when they had a child or who smoked because their team won a championship.

I wanted somebody who appreciated and loved the cigar community. People smoke when the lights are not on, the cameras are not on, and nobody is looking. People that sit down and have a couple of sticks. That was my mindset.

So the first person I thought of was” Big Searc,” Leon Searcy. We smoked cigars together for years. Leon would come to my house, and in five hours of hanging out, seven cigars would magically disappear out of my humidor. He wasn’t taking cigars for souvenirs but smoking them (laughs). So I told him, “How about we do an All-Pro Series with Leon Searcy? You’ll be the first cigar in the All-Pro Line,” he said, “Howie, I love it!”.

From there, we went through his favorite cigars, found his palate, and created the perfect cigar for him. Once he gave the seal of approval, we shot a video and went ahead and put it out on the market.

Ike Taylor was a little different. He was a Steelers legend. The Steelers have one of the biggest fan bases along with my Dallas Cowboys, so I wanted to gear it toward that.

We went through forty different blends for Ike. Every time we narrowed it down, we realized Ike’s favorite wrapper was a Sumatran. So his blend is eighty percent Nicaraguan, but we added twenty percent Lancaster, PA tobacco because he is Steeler. So that was different.

Both cigars have been doing phenomenally well. We appreciated the love we received from Steelers Nation and the Jaguars because of Leon and his affiliation being a top fourteen Jaguar of all time.

Howard Gumbs Jr.: The Perfect Round

Cigar Life Guy: You recently released The Perfect Round. What’s next for Howard G. Cigars?

Howard Gumbs Jr.: Perfect Round is our golf line. Here in Orlando, where I live, the amount of golf tournaments we’ve been at physically or sent products to has doubled nearly yearly.

We have friends who play golf religiously. Some guys that out of 365 days, they’re playing a minimum of 200. That’s profound love. Tee time is typically seven, eight, or nine a.m., so we wanted to come out with a cigar to help you with the front nine and start your day. It’s a 52 by 7. It’s our first Dominican blend — very well-aged tobacco. The construction of the cigar is fantastic. But it’s a Connecticut Shade because we want you to start on the front nine with a milder cigar. Typically, you’re not drinking alcohol that early in the morning, so milder is best.

Once we get to the back nine, you tend to have had something to eat, and maybe you’ve had a spirit or two, so we wanted to strengthen the Back Nine. If you’re going to finish stronger on the back nine, we’re also giving you a more robust cigar.

The Back Nine has a Habana wrapper but the same binder as the Front Nine. Put them together, and it’s an eighteen-count box — nine Front Nines and nine Back Nines.

That cigar has done exceptionally well. We sold out in pre-orders at PCA. The reviews from that cigar in our official launch last week were incredible. We’re excited about that.

We’re excited about what we’re doing. Right now, we constantly have events lined up around the country. We’re just having a good time. Be on the lookout for things we’ll be bringing out.

Final Thoughts

Cigar Life Guy: Have we missed anything? Please tell us anything else you’d like the cigar world to know.

Howard Gumbs Jr.: We have our phrases at Howard G Cigars. “We got action.” is one. Another one is, “We’re slinging cigars,” and the last term is, “You want this smoke.”

Follow Howard on Instagram and check out the latest from Howard G Cigars here.

Photo credit: Howard G Cigars

Lee Marsh of Stolen Throne Cigars: Interview

Posted on August 30, 2023 by Staff

Lee Marsh, the founder of Stolen Throne Cigars, was a prolific cigar smoker long before he started making them. Now, he’s making a name for himself and the Stolen Throne line by doing things his way. Marsh talks about the recent premium cigar victory over the FDA, connecting with the consumer, and the importance of not rushing anything when it comes to making cigars and cigar life.

Lee Marsh: First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Lee Marsh: That’s funny. I don’t remember my first premium cigar experience, but I was about fifteen the first time I had a quality cigar -meaning a hand-made cigar. My uncle was in the Marine Corps and brought some back for me. And we were hanging around, and he gave me my first cigar. I remember the first premium cigar brand that piqued my interest and what I enjoyed about cigars, and I started the journey. It was the original Camacho Corojos when the Aurora family was still making Camacho. I remember vividly my first Corojo; instantaneously, it was one of those times when you have a cigar and say, “This is different.”. It started from there.

Lee Marsh on Starting a Cigar Business

Cigar Life Guy: Tell us how you started in the cigar industry. What did you do before, and how does it help inform what you do with your current business?

Lee Marsh: I’ve always been a consumer. I’ve been a passionate cigar smoker for years. I was working in compliance and tech and was in a situation where I was traveling a lot and spending a lot of my free time in cigar shops and cigar lounges all over the world. It grew.

The first time I visited a farm in the Dominican Republic, that subconsciously lit a fire in me. I just kept coming into conversations that if I made cigars, I would do this or that. And finally, it got to the point where it was a “shit or get off the pot” situation. So I had to go all in. I met with Noel (Rojas) through a couple of mutual acquaintances, like Island Jim, and we just hit it off immediately. A week later, I was down in Nicaragua, and we started to get the ball rolling on the Crook of the Crown.

Stolen Throne Cigars: Doing Things Their Way

Cigar Life Guy: Stolen Throne is an evocative name. How did you come up with it, and what’s the meaning behind it?

Lee Marsh: That was probably the hardest part about getting the company going. The Crook (of the Crown) was well before we had a name. But naming the company and the brand was tricky because I didn’t want to have something I had to fake or pretend. I wanted it to be authentic and transparent about who we were and what we wanted to represent. It’s rooted in making your place at the table. It was about doing things your way. The Waylon Jennings style, like outlaws and being a badass. It’s about doing the things you want to do.

Lee Marsh: What the Stolen Throne Cigars Brand is About

Cigar Life Guy: You released the limited edition Phantom Queen at last year’s PCA and the Yorktown Fleet line in 2023. When people smoke your cigars, what do you want them to associate with your brand?

Lee Marsh: Realistically, for us, when you smoke a Stolen Throne Cigar, you’re on our journey of tobacco with us. I’m a first-generation cigar maker, so you’re experiencing all my thoughts, hopes, aspirations, and passion when you smoke every cigar. What many people don’t realize about us is that you can tell from our portfolio that we’ve been on the market for four years, and we only have four blends in two sizes. We don’t rush anything. We do everything with a hundred percent effort and passion. And when you sit back and smoke our cigars, you’re on that journey with us. We’ve been out for four years, coming up on five years with mainly The Crook of the Crown, which is still surreal to me, to be honest.

Stolen Throne Cigars and the Ed Reed Line

Cigar Life Guy: Stolen Throne recently took over Ed Reed’s ER line distribution. What was that collaboration like?

Lee Marsh: It’s one of those things that grew out of a friendship. Ed and I have been friends for a while. We met at a Ravens game a while back when he was smoking a Crook of the Crown, and he had talked to me about getting in the business. He was passionate about cigars. I took him to task. I was like, “I’ll help you, but if you want to be another celebrity with a name on a cigar,” I’m not your guy. But that’s not what he’s about at all. He’s passionate about the culture and everything that goes into a premium cigar. He’s an avid smoker and super into what he’s doing. So when they got into the process and needed some help navigating, they reached out to me, which grew into our distribution.

Challenges in the Industry

Cigar Life Guy: What is the cigar industry’s biggest challenge today?

Lee Marsh: I think it’s like anything else — the rising cost of living. The lifestyle is not inexpensive. It’s one of those things where people have limited disposable income.

So, I would say the FDA is the biggest challenge, but that was struck down today, which is awesome. For now, anyway. It’s like anything else when you’re a luxury aspect of someone’s life. For most people, it’s not a hobby. It’s a lifestyle. I know that I smoke ten cigars a day. I smoked half that before I was making cigars. But it’s a part of our life. Like everything else, the rising cost of living is a potential threat.

Future Predictions for Lee Marsh and Stolen Throne

Cigar Life Guy: What’s next for Stolen Throne?

Lee Marsh: Hopefully, we’ll chug along and do everything we want to do as far as continuing to push passion and quality products. People always ask me, “What do you plan to do in five years?” Well, I hope I’m still making cigars (laughs). That’s the plan. Keep doing what we’re doing. Continue to get better. Continue to push our envelope in terms of reaching our true potential.

Cigar Life Guy: Have we missed anything? Please tell us anything else you’d like the cigar world to know.

Lee Marsh: We’re super grateful. It’s been a whirlwind for four years, and we’re super grateful for the support we’ve received nationwide and internationally. For us, the consumer always comes first, along with the retailer. They go side by side. It’s overwhelming to hear retailers already working with us telling other retailers, “Hey, you gotta do business with these people.” Most of our growth over our first three or four years has been consumers championing the brand, going into retailers, and telling them, “Hey, you gotta bring this cigar in.”

Follow Lee on Instagram and find out the latest from Stolen Throne Cigars here.

Photo credit: Stolen Throne Cigars

Black Star Line Cigars and Aric Bey: Interview

Posted on August 16, 2023 by Staff

Aric Bey, the former Chicago firefighter and owner of Black Star Line, began his cigar journey as many do through camaraderie and conversation. Approaching its fifth year, Black Star Line is gaining steam as a brand. Bey talks about the importance of history, connecting with customers, and appreciating the conversations that come with living the cigar life.

The First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience. (When was it? Who were you with? Where was it? What was the occasion? )

Aric Bey: I started smoking infused cigars and quickly graduated to Drew Estates cigars. My palate changed when I began smoking DE, and I never returned to smoking infused cigars. I have been smoking for roughly seven years. I mostly smoked DE, then branched out to smoking all different brands, which is how I developed my palate fast.

The Cigar Business

Cigar Life Guy: You have an MBA in finance, a Master’s degree in Public Health, and have been a Chicago Firefighter. Your path to the cigar industry is often “unconventional.” Tell us what drew you into the industry and how you got started.

Aric Bey: I grew the love of the leaf smoking in the firehouse. That’s when I decided I would enjoy being in the industry. I enjoyed the conversations and good times while having a cigar with friends. My most memorable bonding experiences recently involved hanging out and smoking a cigar.

Cigar Life Guy: What is your favorite aspect of the cigar business?

Aric Bey: My favorite aspect of the business is meeting new customers. I love meeting new customers because I can learn about their backgrounds and where they are from. It’s like gaining a new friend I can smoke with whenever I am in their town or country. It also lets me get live feedback from new and existing customers about my cigars.

Cigar Life Guy: What is the cigar industry’s biggest challenge today?

Aric Bey: My biggest challenge is getting our name out there so it is easily recognized. There are thousands of cigars to smoke, so you have to find a way to make your brand stand out amongst all the others. That is why we work so hard and travel often to get the brand recognition I seek.

Political Activism and Black Star Line

Cigar Life Guy: You named your company, Black Star Line, after Marcus Garvey’s steamship company. Tell us a little more about your reason for honoring a political activist and founder of the UNIA.

Aric Bey: Many have yet to learn who Marcus Garvey is, so I wanted to pay homage to him and his company. His idea was to ship goods internationally. I want to do the same with my cigars. I am big on history and those that came before us. If we don’t keep talking about history, we will lose the stories and potentially relive some of the issues that have happened in the past.

Black Star Line: History and Diversity

Cigar Life Guy: How has the cigar industry embraced various lines from owners with diverse backgrounds?

Aric Bey: The cigar industry has embraced people of different backgrounds because it’s all about the love of the leaf. When smoking a cigar, your gender, bank account, or background don’t matter. It’s all about great convos and the love of the leaf. I always say if everyone drank whiskey and smoked cigars, there wouldn’t be any hatred or racism. Everyone would be relaxed and enjoying a cigar and each other’s company.

Cigar Life Guy: Tell us the stories behind your recently released Mr. Fahrenheit and the Rosewood 1923.

Aric Bey: Rosewood 1923 pays homage to the victims of the Rosewood Florida race riot, and it pays homage to my late frat brother John Singleton. I am a member of the “Greater” Beta Chapter of Kappa Alpha Psi Inc., and John made a movie about Rosewood in the early 90s. We rolled the cigar at James Brown’s factory, Oveja Negra. It was great working with James because he works differently than the folks over at Aganorsa and Tabacalera La Isla.

I look forward to doing another project with Oveja Negra.

The Future of Black Star Line Cigars

Cigar Life Guy: You have introduced a line of coffee — War Witch — What’s next for Black Star Line?

Aric Bey: I’m unsure if we will introduce any more coffee now. That project was for the original War Witch. We are approaching our 5th anniversary, so I am compiling a good blend for the next PCA.

Follow Aric Bey on Instagram and check out the latest from Black Star Line here.

Photo credit: Black Star Line

Apostate Cigars and Brandon Oveston: Exclusive Interview

Posted on August 2, 2023 by Staff

Utah isn’t the first place that comes to mind when you think of cigars, but Brandon Oveson of Apostate is helping to change that perception. After languishing in the corporate world and leaving the Mormon faith, Oveson converted to the tobacco industry. He talks about becoming an outcast, the Salt Lake scene, and fostering community in the cigar world.

The First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Brandon Oveson: My first real experience was with a buddy of mine in the remote mountains of Utah around 2010. I don’t remember the exact cigar, but I believe it was a Camacho, Connecticut. We sat around a campfire, telling stories and reliving our glory days. We had a bottle of Pendleton we were passing back and forth. The stars were insane. It was a perfect recipe to make me a cigar smoker for life.

Finding Community with Cigars

Cigar Life Guy: Tell us how you got started in the cigar industry. What did you do before, and how does it help inform what you do with your current business?

Brandon Oveson: Most of my professional career was in middle management for several Fortune 500 companies. I was a corporate shill, and cigars were my hobby. When the grind became too much, I took a little break from work for a while in early 2016. After reflecting on what I wanted to do next (all while smoking cigars every day), I decided to try my hand at tobacco retail and learn about the industry. Luckily, Kendrick (my partner who owns Beehive Cigars) needed a part-time tobacconist. He hired me in July 2016, and by October, I was his General Manager, running the shop and doing the cigar buying. That was how it all started.

The Origin of Apostate Cigars

Cigar Life Guy: Apostate comes from the Greek “apostasia,” meaning defection, revolt, and rebellion. What’s the story behind this name? Or better question, what are you rebelling against?

Brandon Oveson: I grew up in Utah. Growing up in Utah typically means growing up in the Mormon faith. In my mid-twenties, I had a bit of a crisis of faith and decided to leave the church. When you go, Apostate is what they call you. It’s not a term of endearment and generally means they will view you as an outcast. To Mormons, the word means someone who has lost their way. When I left, I lost access to the community I had grown up in. I found community and a sense of belonging again when I discovered cigar lounges. So, for Kendrick and I, it made sense to call our brand Apostate when we decided to start making our cigars and attempting to help foster community through tobacco.

Cigars, Religion, and History

Cigar Life Guy: Speaking of names. Your line derives its name from various sources, including scriptural passages and Mesoamerican gods. Tell us about a few of your favorites.

Brandon Oveson: All of the cigar names have their roots in our religious upbringing. Lucky for us, there’s a lot of source material regarding Mormon mythology (laughs). My favorite so far is the Sword of Laban. The name comes from a story from the early chapters of the Book of Mormon. One of God’s faithful chosen must recover the written record of his people so they can carry it with them as they journey to a Promised Land. The record is in the hands of a local magistrate in Jerusalem named Laban. Nephi, God’s faithful acolyte, finds Laban drunk and passes out in an alleyway one night. So God commands Nephi to take Laban’s sword, cut off his head, adorn his clothes, walk into Laban’s house, and take the written records. It’s an intense story that helped illustrate the rich backstory of our faith through a cool cigar.

Apostate Cigars, Cigar Industry and Utah

Cigar Life Guy: Cigars aren’t the first thing that comes to mind when you think “Utah.” What’s the cigar scene like there?

Brandon Oveson: The cigar scene in Utah is pretty robust. You’ll usually find a rich and loud counter-culture anywhere you have a heavily religious community. That’s certainly the case in Salt Lake City, and we feel lucky to have the support of the local cigar community. These folks show up. They pay the 86% state tobacco tax without (much) complaint, and they understand that cigars will only thrive in Utah as long as they participate. It’s been fun.

Cigar Life Guy: What has been the most pleasant surprise of working in the cigar industry?

Brandon Oveson: People often assume there’s heated competition among manufacturers. There’s competition in the sense that the collective creativity of these fantastic blenders and manufacturers prompts everyone to bring their best to the table. But overall, I’ve experienced more inclusion and collaboration than in any other industry. We all want to see each other win, and everyone quickly says, “If you need anything, let me know.” Being part of a creative community that wants to provide folks with an experience rather than just a product you light on fire is enjoyable.

The Future of Apostate Cigars

Cigar Life Guy: What’s next for Apostate Cigars?

Brandon Oveson: Right now, we’re focusing on organic growth. We are having fun bringing our product to lounges and shops nationwide. We just debuted two new blends at the PCA tradeshow in Vegas, and they will be well received and we have two more blends to finish to round out our core lineup. Hopefully, you’ll see those on the table at the next tradeshow in March. Wish us luck!

Cigar Life Guy: Have we missed anything? Please tell us anything else you’d like the cigar world to know.

Brandon Oveson: Everyone can check out our current list of retailers, find our social media links, and look at our upcoming events by visiting www.apostatecigars.com.

Overall, we want folks to know we’re here to help foster this community, enjoy each others’ company, and live life to the fullest. We’re all going to die, so let’s enjoy the ride together.

Follow Brandon on Instagram and check out the latest from Apostate Cigars here.

Photo credit: Apostate Cigars

Konscious Cigars and Kevin Brown: Exclusive Interview

Posted on July 19, 2023 by Staff

Kevin Brown entered the cigar industry by opening Tampa’s first Black-owned cigar lounge. He launched Konscious Cigars in 2019 and never looked back. Kevin talks about bringing his vision to life, diverse ownership, the Tampa scene, and igniting “Konsciousness” in the cigar world.

The First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Kevin Brown: I can’t quite remember my first premium cigar. I remember when I smoked them and the people I learned with and from. So around 2008, when I started smoking cigars seriously, I would hang out at a lounge in Tampa called The Cigar Castle; this is where I learned the basics of cigar anatomy from my brothers like Ira, Tracy, and Squire. These guys provided a wealth of knowledge. As I kicked it there, I would learn so much from them and others like Dave and Dennis. At some point, we would order boxes of Cubans and various cigars. We discussed each blend as well as what to pair it with. I am greatly appreciative of this era of my life.

Konscious Cigars Beginnings

Cigar Life Guy: What did you do before you entered the cigar industry? How long have you been in the cigar industry, and tell us what drew you to the tobacco industry?

Kevin Brown: I have been a UPS employee since 1997. I went to technical school in 2000 and started my first business in the haircare industry in 2010. These were my accomplishments before I entered the cigar industry. I’ve been in the cigar industry since 2016. Several partners and I opened Tampa, Florida’s first Black-owned cigar lounge called Maduro Marauders Cigar Lounge; this was my entry into the cigar industry. People from all walks of life would stop by, and as I traveled to different cigar functions, I would meet industry folks, consumers, other lounge owners, and various industry entrepreneurs. In 2018, I traveled to Nicaragua and visited the Karen Berger factory to blend my first cigar, the Habano Robusto and Lancero. I officially launched Konscious Cigars in December 2019.

Cigar Life Guy: What are the biggest challenges you have faced as an upstart brand and in the tobacco industry?

Kevin Brown: My initial challenge was finding the proper business people to bring my visions to life. As an example, my logo is riddled with messages. The first few companies I contacted needed help putting my ideas together. I eventually found someone who could pull it off. So, I tell new band owners (if they ask for my advice) to search for what fits and feels right for their vision. Don’t let anyone talk you into something that doesn’t fit your spirit.

Once everything started to flow smoothly with Konscious Cigars, I was denied by a couple of lounges because my cigars were in bundles, not boxes. They made me feel as if I wasn’t professional enough without boxes. I couldn’t be a part of their lounge until I had them. So I leveled up and started creating boxes, and then I could jump that hurdle and not have that issue anymore.

Konscious Cigars and Embracing Diversity

Cigar Life Guy: As a Black-owned business, you said that representation is essential. How has the cigar industry embraced diverse lines from owners with diverse backgrounds?

Kevin Brown: From my perspective, I must say that many have embraced Konscious Cigars overall. And I’m sure that’s due to others from diverse or black backgrounds who have kicked the door in before I got here. I will always shout out folks like Karen Berger Cigars, Tres Linda’s, Epic, Gto, Carolina Blue, Black Star Line, Howard G, Drunk Chicken, Vorieo, and LA Viuda Negra Cigars.

Konscious Cigars: The Tampa Scene

Cigar Life Guy: What is the inspiration behind the name Konscious Cigars? What makes them unique, and how do you want the cigar world to view your line in terms of branding?

Kevin Brown: Coming from the Konscious “Kommunity,” I found it easy and inspirational to transfer that mindset to the name of my brand. Konscious Cigars are unique in their blend, and that’s flavorful, meaning you can notice and taste the notes correctly. They are not harsh or rough on the palate. You can make them “The Everyday Smoke.”

The Konscious Cigar brand is considered “Konsistent,” Premium, Quality tobacco. We pride ourselves on this.

Cigar Life Guy: You are from the Tampa area. What is the cigar scene like there, and how does it compare to other cities nationwide?

Kevin Brown: The Tampa scene is wonderful. We all will support each other until the wheels fall off! If you’re reading this and you’re not from here, come down to the Cigar Capital and witness our “Kulture.” We love to celebrate each other. It’s common to see lounge owners from Chaney Cigar and Loc’d on Cigar visiting each other’s lounges. Or the guys from Just Cooling Mobile Lounge are wearing a hat from Easy All Day Mobile Cigar Lounge. Or Off the Hook mobile lounger or Kress Apparel wearing a Brown Eyed tee shirt. They all hang out and support each other. I’ve seen this level of support in Atlanta, Dallas, Houston, and Charleston. I would love to see it everywhere.

The Future and the Black Smoke Awards

Cigar Life Guy: Konscious Cigars was ranked number one as Cigar of the Year at the Black Smoke Awards 2022. What was that recognition like, and what is next for Konscious Cigars?

Kevin Brown: It feels awesome to be awarded the Cigar of the Year from Black Smoke two years in a row (2021 and 2022). I’m very humbled by it because people voted on it. It means a lot to be respected by your peers and those who purchase your products. So, thank you to Tobacco Kennedy, his vision, and everyone who voted and “kontinues“ to support Konscious Cigars. We truly thank you!

Cigar Life Guy: Have we missed anything? Please tell us anything else you’d like the cigar world to know.

Kevin Brown: Always check our website, Konsciouscigars.com (events) tab for event updates. We were delighted to be at PCA earlier this month.

On September 1, Konscious Cigars will be at Fire and Smoke in Baltimore, Maryland, doing a Kut & Light. Our Brand Ambassador, Keya Watts (@smokeybossqueen), will headline this event. Hope to see you there so you can ignite Your “Konscioussness” with us.

Follow Konscious Cigars on Instagram and check out the latest at Konsciouscigars.com.

Image credit: Konscious Cigars

Jamond Hackley Reveals the Secrets Behind Definition Cigars

Posted on July 6, 2023 by Staff

Someone who tasted their first cigar at age eight was bound to end up in the tobacco industry. Jamond Hackley of Definition Cigars, one of the good guys in the industry, talks about boutique lines making their name, the Dallas lounge scene, and individuals defining their experience.

Jamond Hackley’s First Cigar

Cigar Life Guy: Tell me about your first premium cigar experience.

Jamond Hackley: My first experience was with my grandfather at the ripe age of eight years old. He was an avid cigar and pipe enthusiast, and I took a puff off his cigar one night while watching Benny Hill. I didn’t enjoy my first experience. In my adult years, I picked up cigars because of being around him and his love for cigars and wanting to share that with him. So there was no big occasion; I just wanted to have my own experience with cigars.

Cigar Life Guy: What did you do before you entered the cigar industry? How long have you been in the cigar industry, and describe what makes it different from other businesses?

Jamond Hackley: I was and am still in the logistics industry. Definition Cigars is five years old. The industry is made up of a bunch of really great individuals overall. I didn’t come up with this saying, but I heard someone say it, and I agree with it, “while I love cigars, I love cigar people even more.”

Cigar Life Guy: What are the biggest challenges you have faced as an upstart brand and in the tobacco industry?

Jamond Hackley: Knocking down the thought that a small boutique brand cannot live up to the supply and demand of the brick-and-mortar stores.

The Story Behind Definition Cigars

Cigar Life Guy: What is the inspiration behind the name Definition Cigars? What makes them unique, and how do you want the cigar world to view your line in terms of branding?

Jamond Hackley: The inspiration states that the individual defines their experience. To avoid getting caught up in what has been commonplace with cigars. Be different. Stand out, and describe your journey. The cigar culture should view the company as one that supports and provides cigars that support the cigar culture in identifying their own Definition. We hope you do it with a Definition Cigar.

Dallas Cigar Culture

Cigar Life Guy: You are headquartered in Dallas. What is the cigar scene like there? How is it different from other cities around the country?

Jamond Hackley: The cigar scene in Dallas is great. A great deal of experience in and around the shops. An emphasis on understanding what makes a cigar great. Its setting is different because most of your journey in Dallas will be at a lounge.

Cigar Life Guy: You have expanded to the Esteli Region of Nicaragua. Describe your relationships with the blenders and growers.

Jamond Hackley: The relationships continue to grow, and new relationships are on the horizon. The brand recognition in the market has allowed for doors to open to have conversations that will enable the brand to have market sustainability for years to come.

Jamon Hackley on Cigar Events

Cigar Life Guy: Definition is active as a sponsor of large events or “cigar weeks,” we’ve seen a proliferation of them post-COVID. What would you tell a cigar smoker considering attending a large event that has never attended?

Jamond Hackley: I would ask them if they are going for some education in some form or if they will have a good time. Nothing wrong with either, but that should be identified before attending. I look for things at the event that align with the core competencies of Definition Cigar.

Follow Jamond on Instagram and check out the latest from Definition Cigars here .

Photo credit: Definition Cigars

Interview: Luis Torres of Freud Cigars

Posted on June 19, 2023 by Staff

Torres of Freud Cigars has done it all in the cigar industry. He spent most of his career with Davidoff, so he understands what being a “luxury” brand means. Who better to represent that than one of the most famous cigar smokers in history, Sigmund Freud? Luis talks with Cigar Life Guy about his brand’s namesake, storytelling, the importance of educating the consumer, and the cigar journeys that make the industry “magical.”

Luis Torres’ First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Luis Torres: (laughs) It was an Arturo Fuente Rosado Sungrown. I was with a bunch of friends in Miami. At the time, I was living in Jersey City, New Jersey. A bunch of friends of mine got together. They knew more about cigars then, and we stumbled into this shop. I remember it well. I must have been in my early twenties, and I fell in love with the cigar world.

It was stronger than I anticipated. I didn’t know what I was doing, but it was enjoyable and piqued my interest in what was to come.

The History Behind the Name

Cigar Life Guy: Everyone is familiar with Freud as the father of psychoanalysis and an avid cigar smoker. Tell us more about your decision to name a cigar line after him.

Luis Torres: I came from Davidoff. Most of my career was at Davidoff of Geneva. I met the Churchill family, Randolph Churchill, the great-grandson of Winston Churchill. We had the Winston Churchill line, which later became the Davidoff Winston Churchill. I spent a lot of time thinking about world historical figures who were prolific cigar smokers. They accomplished much and were part of the psyche, part of the lexicon of language. I just kept gravitating toward Sigmund Freud — you know, Freudian slip. It just made sense. He did most of his groundbreaking work with a cigar in his hand. Astonishingly enough, no one had seized the trademark to his name. It just seemed right. We did all the homework and were surprised it was available.

Many people don’t know this, but I want to announce it. Still, we’ve been in contact with Matthew Freud, his great-grandson. We’ve sent him his cigar, so we have been authentically active with the Freud family on some level. We just launched Sigmund -his birthday cigar — to celebrate his birthday, May 6. It will be an ongoing Limited Edition to celebrate his life and times. I wrote about his life and times for the inserts inside the box. It just made sense for a luxury cigar brand, an emerging one, to have the name of someone as important as accomplished and part of our psyche as Sigmund Freud.

Defining Luxury with Luis Torres

Cigar Life Guy: You have long been in the business, working for companies like Davidoff. What makes Freud Cigars unique?

Luis Torres: I’m glad you asked that. We are a luxury cigar brand, and many people throw that. They say that they’re “luxury,” and when I was at Davidoff and later when I was CEO at Casa De Montecristo, the first thing that I’d ask was, “So what does that mean?”. You say that you’re luxury, so what does that mean? I often wondered why people would look at me like I had grown ten heads in boardrooms and conference rooms.

To me, a luxury brand is storytelling. It’s of premium prominence. The people you work with have a track record and history of creating unique and visually appealing things. Having something in a sea of brown in a humidor — where everything is brown — you stand out. And on those three fronts, we meet that goal of being different. That’s why Freud is special. Not only do we have the namesake of one of the most prominent cigar smokers and world-historical figures, Sigmund Freud, but we have Eladio Diaz, one of the greatest blenders (former master blender for Davidoff). Maybe even — I’m going to say it for the first time — perhaps the greatest blenders to have done this. Wiber Ventura and the Ventura family, who make cigars for some of my favorite brands, like Caldwell and Room101, have succeeded. Also, somebody I worked with at Davidoff.

You put all that together, and you have a compelling story. That’s why we’ve been successful.

Luis Torres: Retail and Cigar Lounge

Cigar Life Guy: You have seen the retail and lounge sides of the business for Casa De Montecristo and other companies. How does founding your line compare?

Luis Torres: That’s a great question. It’s different. I’ve never been on the retail side. I’ve run retail stores and scaled retail for Davidoff and later for Imperial brands. I oversaw the expansion of Davidoff Retail and became the CEO of the world’s most prominent cigar retail chain.

So it’s very different. You get an idea of what people are looking at, buying, and thinking. You’ve reached your pulse: “Hey, this brand is working, and why.” But it’s very different from running the lounges and running what is essentially a lounge-retail experiential play into creating a brand you want to segue into that channel. It’s very different, but some things you learn along the way are complementary to building this. I’m glad I have that experience. Both are great companies. I learned a lot. Most of my career has been at Davidoff. I had a brief stint at Imperial Brands. It was a great run.

Packaging and Partnership

Cigar Life Guy: The packaging of your cigars is distinct. Tell us about your design team and how you created your product’s presentation.

Luis Torres: We wanted it to be disruptive. We trademarked certain things like “Indulgence,” which are trademarks of Freud. “Redefining luxury cigars.” Those are trademarks of Freud. “Freud” and “Freud Cigars,” obviously. We wanted it to be impactful. We wanted to modernize Freud’s face. Recently somebody wrote what it looked like. I don’t think it’s a cartoon. It’s a rendering of what he would look like if he were younger. It’s a cool, edgy thing that we’re doing. If we’re talking about Agape, everything from the bands to the lacquered boxes to the plain wooden boxes. Everything has symmetry, and we’re proud of what we’re doing.

Cigar Life Guy: Freud is an adjunct of Agape Lifestyle Inc. Describe your partnership with David Stadnyk. Tell us more about Agape and how Freud fits with the branding and other products.

Luis Torres: David Stadnyk is a venture capitalist — luxury goods, an aficionado, and a family friend, and he asked me to work with him on this. He’s the cofounder, along with George Tsafalas and me. He financed and co-created this with me. He’s an incredible partner, as is George. We created this together. With Agape Lifestyle, we’d like to develop spirits brands alongside it.

We’re looking at tequila. We’re looking at scotch and other segments to tap into. We want this to be a family of luxury brands, and Freud is its star. David has excellent experience in venture capital and philanthropy. Everything from oil and gas to cannabis to many other things, so I’m learning a great deal working with him. He’s a great friend and partner to work with. I’m very proud of what we’re doing together.

Luis Torres: Educating the Consumer

Cigar Life Guy: What is the cigar industry’s biggest challenge today?

Luis Torres: Most people would say regulation. That’s a lazy answer because regulation will always be part of our lives. The biggest challenge is educating the consumer. We’ve got to talk about what a great cigar should be — this whole thing about big ring gauges and overly potent and robust cigars.

Many guys smoke because they want fellowship. They want to get together with others, and it’s a means to that end. We must teach people what they should be doing and how they should smoke. Every cigar doesn’t have to be full-body. If you like a heavy cigar and somebody else prefers something lighter, neither of you is wrong. It’s what you want. We should educate consumers about choosing what they like and what the blends should do. The journey they should be on when they smoke a cigar and educate folks on the experience. American cigar smokers gravitate toward different things from smokers elsewhere. We could better educate folks about what to look for.

You care about more than your business and whether you succeed. You also care about the industry and the end consumer; you want that consumer to experience everything they can. The cigar industry is magical, and cigars are wonderful things people can enjoy on special occasions and almost daily. We owe it to them to teach them how to cut it, light it, and find what they’re looking for. Everything doesn’t have to be full-bodied or an 80 gauge. People gravitate toward standard cigar sizes: Lanceros, Coronas, Lonsdales, and Robustos — traditional Cuban sizes. There’s a reason why those why those are the prized sizes for cigars throughout the ages, and we need to do a better job of educating folks about that.

What’s Next for Luis Torres?

Cigar Life Guy: You debuted the Super Ego cigar. What’s next for the Freud line?

Luis Torres: We debuted Super Ego, Alter Ego, and Agape. We’ve got three collections and are about to launch Sigmund Freud’s birthday cigar. That’s about to enter the United States next week. We’ll start shipping them all over the country then. It’s a Double Corona, medium-bodied, and a limited edition. And it’s everything you would expect from people following what we are doing. It’s a complex, balanced, delicious cigar packed with flavor.

Follow Luis on Instagram and check out the latest from Freud Cigars here.

Photo credit: Luis Torres

Interview: Dean Parsons, Founder of Epic Cigars

Posted on June 6, 2023 by Staff

For over a decade, Dean Parsons has been making Epic Cigars. Originally from Canada, he left work in law enforcement to learn everything there was to know about the cigar business. Dean talks with Cigar Life Guy about his journey into the cigar world, the Canadian cigar scene, and the “epic” moments that make cigar life unique.

Dean Parsons’ First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Dean Parsons: One of my first memorable cigar experiences was in early 1999. I was with some friends after a day-long ride on our Harley-Davidsons. We were in my friend’s garage, a CEO for BMO Nesbitt Burns and a world traveler. I was still in law enforcement then. His garage was an actual man cave with a loft, a vintage Triumph motorcycle, several old-school barber chairs, and artwork from his international travels. He went into his humidor and took out a box of Cuban Cohibas and a bottle of Balvenie. It was the first time I had paired cigars and scotch, and it was a surreal experience. After this, I began enjoying cigars on a weekly and monthly basis.

The Canadian Cigar Scene

Cigar Life Guy: You are originally from Canada. What is the cigar scene like there, and how does it compare to other places you’ve been?

Dean Parsons: The cigar scene in Canada is very prominent. Twenty years ago, it was mostly Cuban cigars. Today there are many more “new world cigars”- Dominican and Nicaraguan brands. Epic Cigars have been distributed in Canada since 2015. The import taxes are very high, and the average price for a premium cigar in Canada is 16-CAD 20. There are very few retail lounges but many retailers. The smoking laws in Canada are much stricter. Canadians have the same passion as most cigar aficionados worldwide. They must be more creative in finding smoking places, especially during winter. Several private member lounges around the country provide indoor smoking year-round.

From Law Enforcement to Cigars

Cigar Life Guy: You have ten years of experience in law enforcement. The cigar business is a change of pace. Tell us how you got started in the cigar industry.

Dean Parsons: I left Canada in 2005 after ten years in law enforcement. I moved to the Turks and Caicos Islands to work with a real estate development group. Finding premium cigars in Turks and Caicos was challenging, so I started traveling to the Dominican Republic to buy cigars as closing gifts for my clients. I would go a couple of times a year, and I just started meeting a lot of small factories, boutique manufacturers, and just people in the industry who were open to helping me learn about the business. I learned about tobacco, fermentation, and the process of blending cigars.

Soon after, I found a small factory to work with. I launched my first brand called “Turks Select Cigars,” a premium cigar branded specifically for the Turks and Caicos Islands. This brand was only available between 2006-2010 in the Turks and Caicos Islands. 2009 the real estate market crash hit the Turks and Caicos Islands hard. I was fortunate to land a new job with a real estate development company in the Dominican Republic.

The move to the Dominican Republic gave me more access to the country’s best boutique factories allowing me to spend more time learning about cigars from some of the industry’s most renowned experts. In 2010, I officially launched Epic Cigars. At the time, the company came out with two premium offerings: the Epic Maduro and the Epic Corojo. Both cigars were received well and remain in the Epic Cigars line of products today. I lived in the Dominican Republic for nine years and recently relocated to South Florida.

Dean Parsons and The Epic Line

Cigar Life Guy: Epic is a great name. When people smoke your cigars, what do you want them to associate with your brand?

Dean Parsons: I was fortunate to secure the Epic name and trademark when I launched the brand. When people smoke Epic, I’d like them to associate sharing #epicmoments with friends and celebrating the Epic lifestyle, whether the birth of a child or a weekend bachelor party in Las Vegas. We’ve always used the social media hashtags #liveepic #smokeepic #epicmoments #epiclifestyle.

Cigar Life Guy: That was how Nat Cicco acquired Epic. How has that partnership been, and what has it allowed you to do with the brand that you couldn’t do before?

Dean Parsons: The partnership with Nat Cicco/Zander Greg Distributors has been great. Very little has changed for me. I’m still the Founder of Epic Cigars and very much hands-on regarding all aspects of the business. We’ve drastically increased our annual production, events, travel, and marketing. We’ve also added more international retailers and distributors.

Cigar Life Guy: What’s next for Epic Cigars?

Dean Parsons: We continue growing our existing brands and introducing new product lines. We are also redesigning our core line packaging. This year we are also building a national sales and brokerage team.

Follow Dean on Instagram and check out the latest from Epic Cigars here.

Photo credit: Dean Parsons

Interview: Micky Pegg on All Saints Cigars

Posted on May 23, 2023 by Staff

When it comes to the cigar industry, Micky Pegg has done it all. After a brief hiatus, he launched his line in 2019. Pegg continues growing the All Saints Cigars brand with plans on expanding to the West Coast. Pegg talks with Cigar Life Guy about lounge culture, smoking with Kid Rock, and how the business evolved since he made cigar runs for senators.

Micky Pegg’s First Premium Smoke

Cigar Life Guy: Tell me about your first premium cigar experience.

Micky Pegg: One of my first memories was working for a senator on Capitol Hill. Back then, they didn’t have to pay interns. They would have you run errands, and when you ran errands, you got to keep the change because there weren’t Ubers. It was only taxis.

One senator sent me to Georgetown Cigars to fetch and bring cigars back. They liked a particular cigar, Juan Clemente; I don’t even know if they make them anymore. The cool thing was you got to keep the change because you had to jump in the cab, go to Georgetown, and come back. He always got an extra cigar, and I got to sit with the senator. It was like talking with the President of the United States at a pub- on speaker phone. It was pretty cool. So Juan Clemente and fetching cigars for a senator was my first experience. Then I started buying some of my cigars, and Georgetown Tobacco gave me a part-time job, which was awesome.

Micky Pegg: Life on Capitol Hill

Cigar Life Guy: You worked on Capitol Hill in college and made regular cigar runs to Georgetown Tobacco. You shared a cigar in the senator’s room. Who was the exciting person you smoked with?

Micky Pegg: Jeez, I’ve smoked with a lot of people. Interesting? I’ve been fortunate. Rock stars. Business moguls. The most interesting was Kid Rock. He has strong business acumen. It was in my old days at CAO. It was cool how much he loved cigars and how in tune he was with the business aspects of it.

And Hank Williams Jr. Those two guys know each other. And it’s the same thing. Hank Williams is like a big brother to Kid Rock. There were plenty of others, but those two because they were about cigar culture, the business side, and their smartness.

Launching a Cigar Line

Cigar Life Guy: You have said you enjoyed visiting retail shops as a sales rep. What makes a retail shop stand out?

Micky Pegg: I started working in a retail shop, then as a rep, and then as VP of sales at CAO. Now I own a company. I always loved it. I always say, “If you’ve only been to one retail shop, you’ve only been to one retail shop.” It’s a different culture, even for guys who own many shops under the same name. Every shop has its personality. I see the different personalities, talking to the people, enjoying a cigar, and creating ways to grow the business. Plus, all the banter. We all like the same things.

Cigar Life Guy: You have worked in various capacities for some premier cigar lines. What is different about launching your line?

Micky Pegg: A lot more work. A lot more on the table. You’re starting something and building a foundation. It’s completely different than taking something with a foundation and growing it (like I did before in the cigar world and the mutual fund world, where I was for a bit). So many critical little details need to get done, from keeping up with the tax situations in all the different states to ordering the inventory. All the other companies have specific people that did all these different practical things. Now it’s me and Frank Layo, my partner. He’s behind the scenes, and I’m more the “front of the house.” There’s a lot.

You’re always moving and working on things. That’s one of the reasons I keep going down to the factories as much as I do. You must stay on top of it to keep getting what we promise to deliver—everything from the packaging to the most important part, the cigar.

Micky Pegg on Cigar Lounge Culture

Cigar Life Guy: You have done it all in the cigar industry and have been in it on and off for a long time. How has the premium tobacco business evolved since you were in Washington?

Micky Pegg: The biggest thing is the lounge culture that has evolved with it. When I got in, most cigar shops were cigars, cash, and carry. Smoke shops were either cigar stores that sold pipes or pipe stores that sold cigars. And they were cash and carry. Very few people had lounges. In the last ten to twelve years, lounge culture has taken over.

And there are all different types of lounges. There are BYOB lounges. There are “on-premise” lounges, meaning they sell booze on-premise. Sometimes it’s just beer and wine. Sometimes it’s full service.

Then you have these smoking lounges that have a small humidor as an accent to the place. Then you have places that have larger humidors for full service. I’m trying to say that there are all different types of lounges, but everybody has a lounge component in their stores. That’s why you see so much on lounge etiquette. But it’s relatively new in the premium market. The lounge culture is relatively new if you go back to the boom chapter starting in the late 80s and early 90s. There were lounges out there, don’t get me wrong, but they were only here and there.

When I was in retail, if a guy had a lounge, the manufacturer or brand owner would not sell directly to that lounge. Instead, they had to buy it through a retailer, which would give them ten to fifteen percent off. So they had to rely on their liquor sales. But now that’s completely changed.

Growing the All Saints Cigars Line

Cigar Life Guy: What can we expect from All Saints Cigars in the future?

Micky Pegg: Growth! We’re working on it every day. Right now, I’m in the middle of a 25-day tour. We’re onboarding three new sales guys: one for Arizona, one for Southern California, and one for the DFW (Dallas Fort Worth) of Texas.

This year is our third year in the market, but the first year was COVID. So we had two years with an asterisk. The first year we had 40 accounts, and now we have over 300.

We have four lines on the market and need people to smoke our cigars. Since the media has done an excellent job of giving us exposure, it’s time to capture that. We have had a good online presence, though. In fact, we spent the last couple of years on the East Coast and are now expanding to the West Coast.

Cigar Life Guy: Have we missed anything? Please tell us anything else you’d like the cigar world to know.

Micky Pegg: This started with Frank Layo and me. We’re excited about what we’re doing. We are all in. I don’t have a Plan B. I put everything into this business, and we will make it work. We’re very proud of our relationship with Rocky Patel because we use his boutique cigar factory, Tavicusa. Working down there (Esteli, Nicaragua) with guys like Amilcar and Gerber, who run the factory, is a pleasure. We love the relationship we have with those guys.

Follow Micky on Instagram and check out the latest from All Saints Cigars here.

Photo credit: All Saints Cigars