As he worked on building the team and working on blends, Garcia learned many lessons in business, including the many different facets that are involved in making a finished product. Having previously experienced premium cigars on the consumer side, Garcia learned early on that being a brand owner and manufacturer came with its own challenges, some of which he didn’t have the experience to tackle on his own. What he did know was that his success depended on three important factors: knowledge, passion and his love for his product. Without these three virtues, his business would never make it out of the startup stage.
Selling Passion
Garcia has already overcome his greatest challenge in business: taking on the daunting project of starting his own premium cigar brand. While he acknowledges that it required investing a lot of work and time, the happiness he has experienced from fulfilling his dream of having his own cigar brand made it worthwhile.
“Passion is synonymous with dedication and is something that is inherent in my being,” he explains. “It’s the reason why I’ve given so many years to cigars and creating my own brand. Antigua Esteli is something new for a new taste, and it transcends all my feelings.”
In preparing to show the world his latest premium cigar offerings at the 2018 IPCPR trade show, Garcia knows he’s going to be offering customers more than just another cigar to smoke. While there are many more lessons to be learned and obstacles to overcome, there’s one thing Garcia is sure of: His passion for cigars and entrepreneurship will take him and his company far. Just as he has done with his music, he has found a groove that works for him when it comes to cigars, and he knows others will appreciate his latest compositions and creations. While he remains tight-lipped as to what retailers can expect from Antigua Esteli at this year’s IPCPR show, he’s confident that he has created a cigar that will manage to strike a chord with other passionate smokers in search of the perfect smoke.
This story first appeared in the September/October 2018 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid, an editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid.
