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