64
TOBACCO BUSINESS
JULY/AUGUST 2013
“When people first try smoking cigars
they tend to start with a lighter cigar and
then move up. I think we’re at the stage
where those new smokers are maturing
to a point where they want a little more
of [a] kick.” Larger cigars have also been
gaining in popularity, he adds, noting
that, in recognition of this trend, JM
Tobacco recently introduced the JM
“Gordito”, a 4x62 ring gauge. The cigar’s
short, fat shape enables it to deliver a 30-
to 45-minute smoke with a rich, complex
flavor unusual in a shorter cigar.
As always, JM Tobacco remains
committed to delivering a quality cigar at
a value price—the underlying philosophy
upon which the company was founded
18 years ago (see sidebar, p. 66). Its newly
reformulated JM Dominican Classics
line will retail for $6, a modest price,
though considerably higher than the $2
and $3 cigars that forged the company’s
value reputation for delivering value. “We
have never looked to make a quick buck
in this business,” notes Mahroukian. “We
have always known that the only way to
survive is to give the customer what he or
she wants—which is a consistently great
quality cigar at an affordable price.”
Web Weaving
In addition to continuing to innovate
around cigars, JM Tobacco has also
been proactive about testing new ways
to engage its customers. The company
recently made a push into social media,
launching a Facebook page and taking
a stab at gaining a following on Twitter
and
)
by
offering incentives for customers to
engage with the company online. “Our
Facebook page has ‘Fan Photo Friday,’
where cigar smokers submit a photo of
themselves in their favorite spot with
their favorite cigars to win prizes,”
explains Mahroukian.
Even as those efforts continue,
Mahroukian is also in the process of
redesigning the company’s website.
“We have always
known that the only
way to survive is to
give the customer what
he or she wants—
which is a consistently
great quality cigar at
an affordable price.”
