tobacco

The world just got a new cigar! I've been waiting for this launch for months, having first heard about it last winter. And, if ever there was an open secret in the cigar industry, this was it. The La Sirena line of cigars, manufactured at Don Pepin Garcia's My Father Cigars factory and distributed by Miami Cigar & Company, is the latest bold and powerful Nicaraguan stick to take a place on tobacconists' shelves. It is unmistakably a Pepin creation, with rich flavors and the sort of kick that inveterate cigar smokers are bound to appreciate.

La Sirena was launched at a dinner in its honor held last week at De La Concha in Manhattan. "Full house" was redefined, as customers packed themselves into the Sixth Avenue retail establishment ... while more than a dozen others made it no further than the waiting list. Even with Cigar Aficionado's Big Smoke going on at the same time, the presence of Nestor Miranda, Janny Garcia and Arielle Ditkowich demonstrates the excitement that had built around this product. And, Pete Johnson of Tatuaje Cigars stopped by to offer his regards (and announce with De La Concha General Manager Ron Melendi that the store would begin carrying Johnson's Tatuaje cigars).





[photos by Steve Zak Photography]

You cut your cigar, put a flame to the other end and experience a collection of tastes that is unique and fulfilling. But, have you ever thought about what makes it all possible? I'm not talking about the broad strokes. Sure, there's a guy who picks the leaves, another who roles them and so on. It doesn't take much to figure that out. Rather, I'm talking about the real details ... such as knowing to look for a leaf that may not be as long as the others, which can alter the flavor at the foot (or lead to intensity toward the end).

Blending and rolling is both art and science – we all know that – but the detail and care required likely exceeds your imagination. I've sat at a rolling table (briefly, on two occasions) and have a new appreciation for what goes into this task. When I sat in a conference room at the La Aurora factory in Santiago, Dominican Republic, though, I got a feel for the role of choice in constructing a cigar. And, to be honest, I was terrified. Making a great cigar doesn't start with the rollers: it begins with the arbiters of taste.

How do they do it? Here are five steps that may look easy on your screen, but they are terribly difficult in practice (especially with my palate).

The world has lost a great tobacco grower. Alejandro Robaina, a legend in Cuba and the rest of the world, died last weekend at the age of 91. His tobacco leaves wrapped some of the finest cigars seen in his lifetime. , starting on his family's fields when he was only 10 year old, having smoked his first cigar a year earlier. Since then, his handiwork was evident in brands such as the Cohiba Esplendidos and Hoyo de Monterrey Double Corona.

Robaina was something of a public face for the Cuban tobacco industry, traveling until age would no longer let him do so effectively. That's when smokers worldwide came to him, eager to see the environment – and the man –responsible for some of the most popular cigars on Earth, among others. His grandson, Hiroshi, now runs the show, having taken over as Robaina got older.

Even after Fidel Castro came to power, Robaina remained an independent tobacco grower, and he was named the best in the country by the Cuban government in the mid-1990s, receiving the award from Castro himself. In 1997, Habanos S.A. created the Vegas Robaina brand, the only one named for a Cuban tobacco grower. Yet, it smokes differently from most Cuban cigars, and doesn't appear to have much of Robaina's tobacco in it, according to James Suckling of Cigar Aficionado.

If you haven't lit up a La Aurora Serie 107 Anniversario yet, you've been missing something special. The cigar, which celebrates La Aurora's 107th year of operation in the Dominican Republic, actually caught me by surprise.

This cigar was not nearly as light as I expected it to be, bringing a lot of character and complexity. It was a bit spicy and stayed interesting from foot to ash. The medium-bodied cigar was great for me as late morning stick, but your specific timing may not be the same. The La Aurora 107 has a Sun Grown Ecuadorian wrapper and contains filler from Nicaragua and the Dominican Republic aged more than six years.

So, you could always get one of these cigars the ol' fashioned way ... you know, buy it. Or, you could wait until April 30, 2010, when 107 cigar retailers across the United States will be giving away 107 La Aurora 107 robustos.

Every year, Avo Uvezian releases a new cigar for his birthday ... and it's always incredible. My first encounter with Avo's birthday cigar was the Avo 80, celebrating eight decades of the master himself. Last year, it was the Campanero, which may have been better than the Avo 80, though I haven't had the latter in a few years, so a comparison is impossible. This year, Avo turns 84, and he's celebrating his birthday with the Avo Limited Edition LE10.

The LE10 is made from an Ecuadoran sun-grown wrapper and has a Mexican Sumatra binder. The filler consists of Dominican ligero tobacco. The cigar has a ring gauge of 55 and is 5 ½ inches long; Davidoff is calling it a "super robusto" and says that it is full-bodied.

The LE10 tour will begin in Salem, New Hampshire at Two Guys Smoke Shop on March 17, 2010 and comes to Manhattan the next day, with a visit to Davidoff of Geneva. In total, Avo will make 13 stops across the United States. View all locations below.

Until last week, the closest I'd been to the cigar rolling process was to see on-site demonstrations at cigar shops. Even then, I understood that it wasn't easy, and that the speed with which the rollers worked was the result of years invested in their chosen career. My appreciation for this activity multiplied, however, when I stepped onto the rolling floor at Pepin Garcia's My Father Cigars factory in Esteli, Nicaragua and saw what felt like endless rows of cigar rollers, each taking a specific piece of the process: filler and binder, wrapper and cap. They worked quickly and quietly, each completing hundreds of cigars a day.

To see the operation at work was impressive, but to feel it was totally different. Even trying something as seemingly simple as wrapping and capping a cigar, I learned just how much craftsmanship goes into what we cut, light and smoke.

The leaf for the wrapper is delicate. Every cigar smoker knows this, but when it's waiting to be wound around the binder, the tobacco feels downright flimsy. I worried, appropriately, that the slightest stupid move would tear it and force me to start over. As I sat in the seat belonging to Jaime Garcia, Pepin's son, to roll a cigar, I was a little nervous. So many people around me were making it look so easy, and I knew that the reality, for me at least, would be far different.

When I asked Eddie Ortega what new cigars he has coming out this year, I wasn't surprised by his response. The man behind the 601 line doesn't have anything new hitting the shelves this year, and I'm pretty happy about that. So is he. Eddie – and Ron Melendi of De La Concha and Israel Markevitz of Uptown Cigar, with whom I spoke about this issue – believes that there isn't much need for new brands right now. Retailers have plenty of product in their stores, and consumers have no shortage of choices.

The cigar market is jammed right now. Every year, more than a handful of people get the brilliant idea that retailers need another line of cigars to pitch to cash-strapped consumers, and the established players tend to bring a steady stream of new concepts, exacerbating the situation. Of course, we need this: we can't let the cigar market go stale. But, we have to cope with a lot of bad ideas to get the good ones (I'm pretty excited about the Tatuaje vintage, for example).

The decision not to venture back into the market with a new line can be intimidating: it's a break from convention, which can always be unsettling. So, it's a bit gutsy not to follow the herd, but Eddie's air of confidence is hard to ignore ... as is the fact that he's right.

Through 2010, Eddie will focus on the cigars he already has on the market and ensure that as many people as possible realize that they should puff on a 601 at least occasionally (his personal preference is for the blue label). Even without a new product this year, Eddie has enough on his plate – and we have plenty to enjoy.

I met with Pete Johnson, the man behind the Tatuaje cigar line, after he and I met at Jose "Pepin" Garcia's cigar factory in Esteli, Nicaragua. His right arm, sleeved with ink, made Pete easy to pick out of a crowd. Since Tatuajes are among my favorites when I'm away from home, I was excited to learn what's on tap for 2010. Unsurprisingly, Pete has something in mind that's a bit different form the norm in the cigar industry.

Tobacco manufacturers strive for consistency above all else. They want the cigar you smoke next year to taste like the one you're smoking today. This is a sentiment I've heard from Pepin's operation and across the cigar industry. And, this makes sense. If you manufactured a high-quality product of any kind and sought repeat business, wouldn't you strive for consistency?

If you are driving a Bentley, rest your left hand gently on the rearview mirror just out the window -- this is how other drivers will notice your stunning Patek Philippe watch. At least, this is how you should roll if you're a millionaire in China.

According to a survey by Hurun magazine, China's wealthy love watches by Cartier and Patek Philippe and like to slip behind the wheel of Bentleys. Vacations in the United States are also favored. But, for cigarettes and first-class flights, Chinese millionaires like to keep it local. Air China tops the list for luxury flights, and Chunghwa is the favorite tobacco, according to Hurun, with Chinese who have at least $1.46 million in wealth. Unlike cigarettes, though, the favorite cigar brand, Davidoff, is from abroad.

The average respondent to the Hurun survey takes 15 days off a year, on average, has three cars and owns five watches that cost at least $10,000 each.

According to Rupert Hoogewerf, chief researcher and founder of Hurun, the Chinese "have a greater awareness of brands." He continued to Bloomberg News, "They are also more international-minded and keener to give their children a foreign education." Four out of five are planning to send their kids to school abroad for high school and beyond, with the United States the preferred destination.

Being wealthy doesn't mean this community is finished coveting. Now that they are taking more time off, 50 percent want to buy a yacht, and 15 percent would love a private jet.

I have a soft spot for the De La Concha Grand Reserve. Manufactured by Pepin Garcia, it came out in 2003, within roughly a month of the master roller's other creation, the Tatuaje, hit the streets. Both sticks are similar in taste and construction, though the Grand Reserve, which is the house cigar for the tobacconist with which it shares a name, isn't quite as heavy as its cousin. This is my regular, daily cigar and has been since I discovered it, at about the time it came to market.

The Grand Reserve is the first private label cigar created by Pepin Garcia. It is fully Nicaraguan – binder, wrapper and filler – and consequently delivers a bold experience. Momentum gathers through the first third of the Grand Reserve, giving way to a middle third that is a bit peppery with some hefty earth tones. The cigar ends strong but leaves little aftertaste. It generally burns evenly and holds up well against the elements (I smoked one in the snowstorm that hit New York over the weekend).

When you smoke the Grand Reserve, there's no doubt that it's a Pepin product. When I'm away from home (you can only get this cigar in New York), I usually smoke a Tatuaje, as it's quite close.

[Photo by Brian Sayler]

Sometimes, it really is possible to judge a book by its cover. From the moment you walk into a cigar shop, you take a quick look at its inventory and get a sense for the entire establishment. If the shelves are packed with low-end sticks, the discerning smoker will figure out pretty quickly that another tobacconist may be a better fit. And, there are the lounges you enter with everything from established favorites to rare and exciting cigars. Most of the time, you'll be able to get exactly what you want. In both cases, however, there is always the risk that you'll talk to someone who doesn't know what he's doing. Not every staff member is a great hire, and just because some great inventory is in the humidor, it doesn't mean the proprietor knows what he has.

Tobacconist University, founded by Jorge Armenteros, is trying to solve this problem. The organization, sponsored by Padron (a hell of an endorsement, frankly), provides a baseline education and testing structure to demonstrate to consumers that a retailer is knowledgeable. Simply, if you have a question about a cigar, the goal of the Tobacconist University certification program is to make you comfortable asking and confident in the answer.

Cigar enthusiasts will find everything they could need at La Casa del Habano, Montreal's upscale smoking lounge. Located on la rue Sherbrooke Ouest, it is easily accessible from the city's downtown hotels and provides a relaxing destination for tourists who crave a Cohiba and business travelers who need to unwind following a marathon of meetings.

As the store's name implies, you'll only find Cuban cigars in its walk-in humidor. Be sure to see an attendant before trying to enter (the humidor, that is), as the door is kept locked. The employee will also help you with your selection, introducing you to the latest releases – which can be important, given their unavailability in the United States. As you peruse the shelves, prepare yourself for a bit of sticker-shock, as Canadian taxes do hike up the prices. But, for the cigar that will make the next hour magical, it's worth the sting.

Though you may want to pick up a few sticks for the road, make some time to smoke at least one in La Casa del Habano's large, comfortable cigar lounge. It seats close to 20, with large leather chairs and couches throughout the room and four seats at the full bar. The lounge offers coffee, espresso and a variety of cocktails, completing the experience you'd expect to have in the top shop in Montreal.

Matt Booth has kicked his style to a new level, releasing Room101 Cigars, a new line developed with Camacho. This addition joins Room101's clothing, jewelry and accessories product lines. The result of the Room101/Camacho partnership is a medium-bodied cigar which uses tobaccos from Honduras and the Dominican Republic. The wrapper is a Semilla 101 was grown exclusively for this cigar.

The new cigar is available in six sizes, which are named for area codes: 213 (44×5.5), 305 (50×5), 323 (50×6), 404 (54×52x6), 702 (48×54x48×6), and 808 (60×6). To my chagrin, 212 is not listed.

"We are very excited to launch this line of cigars with Room101," said Dylan Austin, marketing director of Camacho Cigars. "This project has been a year in the making and it really great to see it come to fruition."

Matt Booth calls the new cigar "first of its kind in many ways." He says "I am honored to be working with the Camacho family on this project. No other combination could have possibly done this concept justice."

Cigar Aficionado readers know that there are some great lounges in Manhattan, though I hope they didn't suffer through that absurd video shot to accompany the article. The article did hit the major attractions, but there are some other hidden gems that only the devout locals know about. If you're looking to sit down and enjoy a cigar in the city, you have plenty of choices – take advantage of them!

Even with the smoking ban, there are more cigar shops and lounges than even most New Yorkers realize. In addition to the major stores like De La Concha and Davidoff Madison Avenue, boutique hand-rollers dot the city, and they are worth a visit from time to time.

So, the next time you set out for the quintessential Manhattan smoke, mix it up. Hit the major shops, but also stop by the places that are off the beaten path. You'll enjoy the experience.

Alec Bradley Cigars has brought a new experience to market. The makers of the Tempus and Maxx cigars have released its Select Cabinet Reserve series. It should be on cigar shop shelves this month and promises to be quite a treat. The series consists of Corona, Robusto, Churchill, Torpedo and Gran Robusto cigars with Honduran Trojes wrappers. The sticks will be released in boxes of 20.

This line of cigars was born from a conversation that Alec Bradley president Alan Rubin had while back on the family farm in Trojes. Over the past five years, the Rubin family had accumulated a large amount of aged, mid-priming Trojes wrapper.

"We talked about the natural sweetness of the wrapper and the chance to develop a blend around its unique flavor profile," Rubin says. "When we got back to the factory, we went to where we store all the wrapper tobacco and opened a few bales for inspection. I grabbed a hand of tobacco containing 25 leaves, plucked two of them, de-stemmed them, and rolled a sample. These caramel colored leaves were glorious to the touch and looked fantastic. Even better, they smoked every bit as good as I expected."

A year later, Alec Bradley's latest creation has been completed and is missing only a cutter, a lighter and someone to enjoy it. Expectations are high, particularly given Rubin's assessment of the product. "The SCR line is built around a mid-priming Trojes wrapper that allowed us to focus on the natural sweetness of the leaf," says Alec Bradley president, Alan Rubin. "The blend is buttery smooth, and possesses an abundance of complex flavors and aromas that will hold your attention from start to finish."