A cigar docuseries premiere celebrating the industry, a triple-threat blending seminar, a mind-blowing mentalist show, a smashing kickoff party … and that was just the first day of the 2023 Premium Cigar Association Trade Show at the Sands in Las Vegas.
This year’s show was undoubtedly buzzing from the start as news came down that the courts had vacated the Food and Drug Administration’s final deeming rule, effectively ending a nearly eight-year battle waged by PCA and other industry organizations to protect premium cigars from undue regulation.
On that wave of momentum, the show marked a touchstone to a new era for the PCA and the industry at large. This new chapter became immediately apparent when the show kicked off with a preview of a new premium cigar docuseries from the makers of the movie Handrolled. And that led to a fascinating discussion from three master blenders—Nestor Plasencia, Jr., Christian Eiroa and Manolo Quesada—about the science and artistry of cigar making.
In a broad-ranging discussion, the three experts, led by moderator Michael Herklots of Ferio Tego Cigars, touched on the intricacies of soil management, the impact of climate change, the joys of innovation and interpreting consumer demand.
“Cigars are not like wine,” shared Quesada on the challenges of consistency. “Whereas wine embraced the variations in taste from year to year depending on the crops, tobacco must be consistent. So to maintain a blend year after year, blenders must manipulate and massage each year’s crop in order to find the same flavor profile.”
To maintain the highest levels of quality, Placensia said it comes down to how farms manage the soil. Using cover crops—like beans, corn and sorghum—to introduce micro-organisms that treat the soil organically are just some of the strategies relied on.
The country, of course, has a lot to do with the tobacco flavors produced, but Eoira said it goes beyond that. “Country designation is too broad,” he said. “It really comes down to the region within the country, like Estelí or Jalapa. Differences can even come down to different plots on the same farm.”
All the master blenders noted that innovation within the industry is just getting started. “Tobacco growing is not static, but dynamic,” shared Quesada. “The possibilities are endless and the process never ends because palates and what tastes good are unique to the individual.” Placensia added, “You never get bored.”
The legislative update certainly basked in the victory over the FDA but was equally cautious in its optimism, with the panel reminding the audience the FDA doesn’t just go away now and that new initiatives to curtail the premium cigar industry may already be simmering. “The FDA is 0-3, but it isn’t looking to give up,” remarked Josh Habursky, PCA’s deputy executive director.
Ryan Parada, PCA’s senior manager on government affairs and international policy, outlined three main international issues that the U.S. should be tracking: generational smoking bans, health warning labels, and track and trace (requiring manufacturers to trace every piece of tobacco back to its origin).
La Palina sponsored the retailer panel and presented the PCA with a check for $10,000 to help fight anti-tobacco legislation. The retailers—Rory Webb of Stone Mountain Public House, Paul Copeland of Shore Thing Cigars and Brandon Hayes of Renegade Cigars—touched on a variety of topics, including cleanliness, natural lighting, one-click rebuys, off-site events and nice bathrooms.
“Everywhere you turn today there is friction,” said Hayes. “So how can we make the friction go away when the customer walks into the store? By building community; connecting with customers through the lifestyle of cigars and getting deeper into their lives beyond cigars.”
The special events and seminars, of course, are only part of the show experience. On the show floor, business was the priority, and deals—from specials to exclusives—were the main attraction.
“This is a great time for the industry,” said Scott Pearce, PCA executive director. “You can just feel the momentum building. There are great things to come, and it continues with our 2024 show in March of next year.”
That’s right. Take note, attendees and exhibitors. The 2024 PCA Trade Show will be on March 22–25 at the Las Vegas Convention Center. You won’t want to miss it!
– Photography by Arielle Lewis Studios.
This story first appeared in PCA The Magazine, Volume 3, 2023. To receive a copy of this magazine you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.