TOB Magazine

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[ 40 ] TOBACCO BUSINESS [ JULY / AUGUST | 17 ]
has not been fully realized, I am still confident
about the sector. As a matter of fact, we are
doubling down on it in 2017. Readers should
contact their Swisher International represen-
tative or call the home office.
Retail chains are continuously trying to find
ways to attract more premium-minded con-
sumers to their stores due to their potential for
higher margins. I believe premium cigars will
eventually play a distinct role in this evolution.
It’s evident that craft beer has made sub-
stantial inroads in that journey—and even
changed the way many convenience stores are
laid out. I think the new program that Swisher
International is about to offer the mass market
trade is about to explode in a big way. They
have learned a lot of valuable lessons over the
last two years and truly listened to their retail
partners to make the correct changes to the
G-Fresh program. It’s a commendable pro-
gram, and Drew Estate is proud to be the pro-
duction partner for premium solutions.
In addition to the new and updated G-Fresh
rollout, the Drew Diplomat Retailer Program
speaks directly to the topic of digital strength,
connectivity between final consumers to the
premium cigar brands they identify with. We
currently have approximately 500 retail oper-
ations across the country, representing almost
1,000 retail doors participating in our digital
world, and receive rebates of up to 7 percent
per year on the business that we do together,
plus other perks. This has proven to be a game
changer and benefits all sides of the [industry].
Speaking of Swisher International, fol-
lowing the acquisition you spent a lot of
time on the road. What was that like?
Did you come away with any revelations
from the experience?
I love the road and spending time with our hard-
working and passionate salesforce. It’s a challeng-
ing occupation to be a company representative,
and I respect and value their efforts greatly. I
never want to lose touch or disregard the pulse
of our retailers either, as oftentimes they are the
direct link between Nicaragua and the consum-
er. Their role is vital in the ecosystem.
Additionally, and probably most impactful
to me, I have such a deep love for our premi-
um cigar consumers. I genuinely love spend-
ing time with everyone who made Drew Estate
what it is today, our “extended family” as we
like to call it. Cigar culture is so near and dear
to my heart, and I consider myself as much
a cigar ambassador as I do a “tobacco man.”
FOCUSING ON THE FUTURE
Going forward, how will Drew Estate
maintain the edge it is known for while
operating within a larger entity?
We are simply going to continue to have fun,
kick ass and ultimately spread the Drew Estate
virtues everywhere we can, like always. We
are still a family business, and we don’t have
a high turnover rate. Our people, culture and
brands are stronger than ever, and we continue
to challenge ourselves to raise our game. We
are the people’s champ of the cigar world, and
that’s not going to change.
You recently shifted back into an exe-
cutive role in what the company des-
cribed as “recapturing the roots and
core values on which Drew Estate was
founded.” What are your goals for 2017
and beyond?
At our core, we are a creative company, and
I think we have the imagination to reinvent
how this industry moves and shakes as we
help define the retail and distribution land-
scape and experience. Being the first and
fourth president in the company’s history is
something I never take for granted. I report
up to the CEO, Glenn Wolfson, who is men-
toring me in various skillsets.
Every day I wake up with the passion to
hustle hard, bring the swagger and connect
the dots, no matter how complicated things
become. This time around, however, I’m
spending a lot of time learning new business
paradigms with the executives at both Drew
Estate and Swisher.
There’s a lot to learn and experience with
these professional women and men at both
companies. I really appreciate the opportunity
to learn and also teach some of those lessons. I
truly feel blessed here at Drew Estate.
What do you think the cigar market will
look like in five years?
As I noted in your earlier question, I think that
one of the cornerstones for the future in cigar
retail will be cigar bars.
Cigar bars are a distinguishing factor in
retailing, as they provide a service value that
the consumers are demanding today. They
are a watering hole and a comfortable place
to smoke combined in one—the best of both
worlds. I think if you’re looking to the future
as a local retail owner, it is absolutely manda-
tory to build out your on-site bar.
You spend a lot of time traveling. What
are some of your favorite places to visit?
I love going back to New York and Brooklyn.
The city is electric, and it’s where I redis-
cover myself in many ways. However, Nica-
ragua is my second home, so I try to spend
at least 60 to 90 days per year there. I also
find shelter at the Wynwood Safehouse in
Miami, Florida.
You’ve entered into the premium spir-
its industry with John Drew Brands re-
cently, and there seems to be a strong
buzz on the street. Tell us about that
business. How did it come about? What
have you introduced thus far and what
are you planning? What is your role in
developing products?
John Drew Brands is a truly disruptive com-
pany. I’ve been planning this since 2012, two
years prior to the acquisition of Drew Estate.
The journey with Bob, Nancy, Frank, Richie,
Joey and Sam has been a dream come true. We
are launching in Florida and Illinois toward
the end of summer, and then we will go state
by state, coast to coast. I love developing
products that people enjoy every day. Brixton
Mash Destroyer, John Drew Rye and Dove Tale
Rum are our initial spirits offerings, and they
are each very special. You can view them on
the website, along with
other loads of propaganda.
In a lot of ways, John Drew Brands feels like
time traveling back to the early years of Drew
Estate, only this time we don’t have to worry
about not being able to pay the electricity or
payroll bills. TB