Cigar Aficionado

There was a notable air of intrigue as a trio of cigarmakers, each of them playing a role in the new world of $100-plus cigars, made their way to the stage during the Big Smoke Las Vegas seminars. The three in question, Rafael Nodal (Tabacalera USA); Rocky Patel (Rocky Patel Cigars) and Nestor Andrés Plasencia (Plasencia Cigars), were ing Cigar Aficionado managing editor Greg Mottola on stage, who gave them a witty introduction. “I’d like to introduce these three gentlemen who are responsible for raising the price of cigars across the entire market,” said Mottola, generating a laugh from the audience and relieving any of the would-be tension among aficionados in attendance with a particular ire for expensive smokes.

There’s a trend in the cigar business of cigars getting more expensive, and over the past two years, each of these industry luminaries and their respective companies have released a cigar with a suggested retail price of $100 or higher. Tabacalera USA launched the Plasencia Alma del Fuego Ometepe Edición Limitada ($100) in June. 

Each of these cigars caused a bit of a stir in the cigar world, stoking concerns among smokers that their beloved industry was going to price them out. But as Mottola outlined at the beginning of the seminar, these new, expensive cigars were part of a shift years-in-the-making. First, there was the price hike of Cubans in 2022. “That seemed to kind of open the flood gates,” said Mottola, referring to the fact that since then we’ve only seen this super market grow in size. 

After setting the scene, Mottola turned his focus to the cigarmakers. “The first question I have for all of you is are you guys out of your goddamn minds?” he said, keeping an undertone of lighthearted humor that remained throughout the seminar amid this polarizing topic. The audience got a kick out of that one. Mottola then got down to business, acknowledging that this seminar wouldn’t be happening if there clearly wasn’t a market for super cigars. Nodal pointed out similarities to the wine and whisky industries, which was a fair point, considering they’ve served both high-end and affordable markets for a long time. So, why not cigars? For each of these industry veterans, it was clear the opportunity was there.

Patel said demand from Duty Free outlets outside the United States got the ball rolling in regards to him creating an ultra expensive cigar. They were looking for something “super high-end and luxurious” and Patel found the perfect match in the form of a cigar made using bales of tobacco from his original Nicaraguan harvest in 2014. “We just went for it,” said Patel. “We didn’t come out of the gate saying let's make a $100 cigar, there was demand for it.” And after creating luxurious packaging to match, he said the cigar has done very well for the company. 

For Plasencia, the process was similar: the market presented the opportunity. “We saw the trend in the market but we were looking for the right tobacco to make that cigar,” he said, which he found in what would ultimately be a very rare cigar wrapper, made with tobacco from the volcanic island of Ometepe. “We said we have the tobacco, we have the skills to do it, we have the heritage from 1865, we see the trend in the market and let’s do something that we can be proud of.” 

The process each cigarmaker described was an authentic reflection of a capitalist market, where supply was able to meet demand. Plus, the market had shown that it was capable, and willing, to the business model. It’s also clear each of these cigarmakers had the right supply to match what customers demanded. Each utilized rare tobacco available in very limited quantities, which not only resulted in small production batches, but seems to have provided the adequate flavor and performance that cigar lovers were hoping for in a $100 and above cigar.

Mottola made sure to note that each pricey cigar has performed impressively in Cigar Aficionado blind tastings: the Plasencia scored 92 points; the Conviction scored 94 points and the Montecristo scored 95 points. 

Nodal said the Montecristo 1935 Anniversary Edición Doble Diamante includes special, well-aged tobacco from A.J. Fernandez’s farms. Patel said that, along with filler tobacco from Condega and Estelí that was part of the original 2014 harvest, the binder is Nicaraguan Jalapa and the wrapper is a high-priming leaf from Mexico’s San Andrés Valley. “I think it’s one of the best cigars I’ve ever made,” said Patel. For Plasencia, the focus was on the richness of the soil in the volcanic island of Ometepe, where the wrapper was sourced. “We are deeply focused on learning from the wisdom of nature,” Plasencia said. “All that ash from the volcano for thousands of years has enriched that soil so much that it gives it that flavor, that spiciness.” Plus, the blend also includes tobacco from Estelí that has aged for 10 years.

Each of the cigarmakers also noted that the pricey smokes are specifically meant to be for special occasions. “It’s not an everyday cigar, it’s celebratory,” said Nodal. “The other day we were doing an event in Casa de Montecristo and at least three people said this is the cigar I celebrated my divorce with.”

According to the three ists, the buying market hasn’t been exactly what you’d expect. It’s been less deep-pocket buyers and more true enthusiasts willing to part with their money. “It has been really regular smokers who are looking for something very special,” said Nodal. “That was a surprise to us to tell you the truth.” Patel agreed. “I think it’s across the board,” he said. “It doesn’t matter if you’re a blue-collar worker, it doesn’t matter if you’re a CEO of a company.” 

Each ist also shared a similar tale about supply, as the cigars didn’t last long. “We sold out very fast,” said Plasenica. “It’s people who enjoy life, people who want to celebrate life.”

It seems like this is only the beginning of a very expensive trend in the super- market.

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