Don Emmanuel has been living the cigar life from a young age. As a Master Cigar Sommelier, he still holds the world record for the highest score, but when he launched his own cigar line, he was aiming for something close to a spiritual experience. Drawing inspiration from ancient Sumerian myths, Don Emmanuel reminds cigar smokers of the mystery of our origins and the way a great cigar can become something out of this world. He talked to Cigar Life Guy about his cigar journey, his sommelier-style teaching, and the “universal energies” it takes to create the ultimate cigar experience.
First Premium Cigar Experience
Cigar Life Guy: Tell me about your first premium cigar experience.
Don Emmanuel: My connection with cigars actually started very early. My grandmother worked at Suerdieck — she was a roller and also worked in quality control — so cigars were always around me growing up. I was naturally curious about them from a young age.
But my first real smoking experience happened in 2004, at a cigar shop called Tabacaria Reis in downtown São Paulo, Brazil. I went there, bought a few cigars, and that’s when everything really began. From that moment on, I started studying cigars seriously. I even had a small notebook where I would write down everything I smoked — what I liked, what I didn’t — and I was constantly asking the shop owner questions.
From that point forward, the passion only grew, and here we are today.
The Cigar Industry and Becoming a Master Cigar Sommelier
Cigar Life Guy: You have been in the cigar industry for a long time. How did you get your start?
Don Emmanuel: Professionally, I started with a cigar blog in Portuguese, which over time became the largest platform in the language within the cigar industry. When the IACS (International Association of Cigar Sommeliers) first came to Brazil, I took the Cigar Sommelier course. I had the honor of achieving the highest score in the world — a record that still hasn’t been broken to this day. After that, I completed the Master Cigar Sommelier program, became an instructor, and eventually the IACS ambassador in Brazil. During that time, I was already being recognized as a specialist and was teaching master classes around the world, including at Intertabac. I was also one of the pioneers of pairing cigars in thirds, which became a strong part of my educational approach.
After working with many different brands and doing countless events, I decided it was time to build something of my own — and that’s how Don Emmanuel Cigars was born. Today, I dedicate myself fully to the brand and also to Chateau Lounge in São Paulo, a cigar lounge I own with my partner, Olivier Weber.
Cigar Life Guy: Describe what it takes to become a Master Cigar Sommelier and the classes you teach.
Don Emmanuel: To become a Master Cigar Sommelier through the IACS, you first need to achieve a strong result in the Cigar Sommelier course. The Master’s program itself takes place in the Dominican Republic and includes deep theoretical training, as well as visits to cigar factories and tobacco plantations. Becoming an instructor requires an even deeper level of study — not only technical knowledge but also the ability to teach, communicate, and truly understand the subject.
In my classes, I focus not only on technical aspects, but also on sensory development, experience, and connection — helping people truly understand cigars beyond just smoking them.
The Anunnaki: Inspiration from the Stars
Cigar Life Guy: Tell us about the inspiration you draw from the ancient Sumerian Anunnaki?
Don Emmanuel: I’ve always been fascinated by the universe. My wife and I share a passion for extraterrestrial history and Sumerian mythology. The Anunnaki are known as the creators of humanity, and what fascinates me most is that this story appears in two completely different sources — the 14 Sumerian tablets and the Book of Enoch. Both tell a very similar story. I study these topics deeply, and since the Anunnaki are considered the first beings to come to Earth, I chose this name for our first cigar line. It represents origins, mystery, and something greater than ourselves.
Don Emmanuel doesn’t just look at cigars in terms of construction, flavor, or aroma. He treats each one as a spiritual experience, shaped by nature, ritual, skilled hands, and what he calls universal energy.
The Don Emmanuel Brand
Cigar Life Guy: What is the most important thing to convey about a brand? How do you want the cigar world to perceive the Don Emmanuel Cigars?
Don Emmanuel: For me, this is very clear. A cigar is the only product in the world that contains some of the most powerful energies in the universe. To create a cigar, you need earth, plant life, water, the energy of the sun, the energy of the moon, fire, air — and one of the most important elements: human energy.
Human hands touch every cigar throughout the entire process. We know cigars are hygroscopic, meaning they absorb elements from their environment. I believe they also absorb something beyond the physical — the invisible energy. The person smoking it can feel the passion, love, and intention that everyone poured into the process. People used cigars in spiritual and religious rituals because they believed cigars carried concentrated energy. So, in essence, Don Emmanuel Cigars is a brand deeply connected to these universal energies. We want to honor them, express them through our blends, and bring a sense of respect and meaning back to the cigar experience.
Don Emmanuel brings that same mindset into every blend he creates. He focuses on how each leaf interacts so the cigar unfolds as a true spiritual experience from the first draw to the last.
Blending the Don Emmanuel Way
Cigar Life Guy: What is your collaboration with Master Blender Eladio Diaz like?
Don Emmanuel: Eladio Diaz has become a great friend. You could say we create our blends “four hands.” I know exactly what I’m looking for — in terms of flavor, aroma, construction, and overall experience. I suggest specific leaves, sometimes even from particular regions around the world, and Eladio translates that into reality. I’m deeply involved in the blending process. For me, it’s not just about a concept — it’s about designing a full smoking experience from beginning to end.
Cigar Life Guy: What is one of your passions outside of cigars? What would people not know about you?
Don Emmanuel: I’m a big fan of urban music — especially American hip-hop.
Don Emmanuel started around cigars in Brazil and worked his way up to becoming a world-record-holding Master Cigar Sommelier. Along the way, he built a brand centered on mystery, intention, and universal energy. His blends go beyond flavor, inviting smokers into a spiritual experience grounded in origin, ritual, and connection.
Follow Don Emmanuel Cigars on Instagram and find the latest blends here.
Photo credit: Don Emmanuel Cigars