Cigars have long been associated with luxury, exclusivity, and tradition. Many iconic cigar brands like Cohiba and Montecristo were established over a century ago, cementing their status as historic institutions in the cigar world. However, while these vintage brands still dominate the market, a new wave of boutique cigar makers are redefining cigar culture for the 21st century smoker. With that in mind, let’s learn more about cigar branding.
The Rise of Boutique Cigar Branding
Over the past two decades, there has been an explosion in small batch “boutique” cigar branding catering to a new generation of aficionados. Taking cues from the craft beer and coffee movements, these niche brands offer a higher level of customization, experimentation, and branding compared to their older corporate counterparts. Unbound by tradition, they are free to innovate with different blends, unconventional shapes and sizes, and eye-catching packaging.
This shift towards boutique brands continues to move forward with help of both suppliers and consumers. On the production side, an influx of new cigar rollers have set up independent operations, often using higher quality tobaccos from smaller farms. While on the consumer side, the premium cigar resurgence of the 1990s gave rise to more discerning smokers with an appetite for complexity over name recognition. Together, this has created the perfect storm for the boutique cigar emergence.
Rethinking Design and Packaging
One area where boutique brands have distinguished themselves is through innovative design and packaging. Back in the day, people sold cigars in wooden boxes. There were not any significant differences between brands. But modern companies are treating cigars more like high-end spirits and experimenting with custom labels, sleeves, and boxes that reflect their unique identity.
For example, brands like Black Label Trading Co. use steel packaging reminiscent of cigar cases from the early 20th century. Others like Ezra Zion have colorful comic-inspired labels that appeal to modern sensibilities. Even conventional boxes are getting makeovers with engraving, creative logos, and classy finishes. This kind of striking and shareable packaging helps small batch brands stand out on crowded shelves.
Limited Edition and Custom Blends
In the past, most cigar brands had fixed catalogs of blends that changed infrequently. But boutique makers are borrowing from Scotch whisky producers by releasing limited edition runs of experimental blends. These special releases build buzz and appeal to the innate human desire for uniqueness and exclusivity.
You can find some special edition cigars out there as well. Brands will often have a new exciting blend to showcase every year. Others are one-off concepts reflecting seasonal, cultural, or just plain whimsical themes. For example, Black Works Studio’s Killer Bee line ties into the fascination with these menacing insects. No matter the inspiration, limited editions prompt collectors to buy them immediately before they disappear forever.
On the ultra-exclusive end of the spectrum are custom rolled, private batch cigars. Like visiting a Bespoke tailor, some boutique brands allow groups or individuals to work directly with blenders to create entirely personalized cigar blends and packaging. Brands like Barrington Cigars specialize exclusively in this private client experience, which represents the pinnacle of luxury for diehard aficionados.
Reaching New Smokers Through Innovation
While boutique cigars often come with a higher price tag, their creative branding and inherent scarcity have made them sought after by many consumers. Their small production runs also allow for prime tobacco selection not feasible for mass market brands. By leveraging craftsmanship and emphasizing innovation over tradition, boutique makers have introduced bespoke cigar culture to 21st century tastes.
Even traditional premium cigar brands have taken notice of this trend and launched their own small-batch lines. Some of them offer experiential concepts to attract the new wave of smokers. As cigar culture continues to evolve, expect even more innovation in branding from all players hoping to leave their mark on cigar history. The old institutions aren’t going anywhere, but they now share the stage with upstart boutique brands catering to the modern cigar enthusiast.