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IN THE FIELD
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TOBACCO BUSINESS
[
MARCH
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APRIL
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17 ]
Shawna Williams, Drew Estate’s western regional sales
manager, has been working with Drew Estate since
January 2016. During her first year with the company,
Drew Estate has been going through a “rebirth,” from
the introduction of a new CEO, Glenn Wolfson, to the
recent hire of David Lazarus as vice president of sales.
In a move toward returning to its roots, the company
also recently named Jonathan Drew the new president
of Drew Estate.
As one of the leading premium cigar companies in
the world, Drew Estate relies heavily on everyone within
the company to help sell and promote its products. Wil-
liams works with other Drew Estate sales representatives
to promote Drew Estate in Louisiana, Missouri, Kan-
sas, Oklahoma, Texas, New Mexico, Colorado, Arizona,
Nevada, California, Oregon, Washington, Arkansas and
Hawaii.
“Drew Estate is one of the most beautiful success
stories in our industry and I’m incredibly proud to
be part of the team,” says Williams. “There is a lot
to love about Drew Estate, but first and foremost, I
love the authenticity of the company. There is no mar-
keting team sitting around in a boardroom, trying to
figure out how to best grab the attention and sell to
any particular group. It’s real, it’s a culture, and it’s
a lifestyle.”
Williams sees Drew Estate as having a unique appeal
as a brand that people can relate to. In many ways, the
company embraced its underdog status to propel it to
being a leader in the industry. “People said that Drew
Estate would make a great traditional cigar when pigs
fly,” notes Williams. “Well, guess what? Pigs fly right off
the shelf,” she adds, referring to Drew Estate’s popular
Liga Privada Feral Flying Pig cigar.
Today, there’s hardly a tobacconist in the U.S. mar-
ket that doesn’t sell a Drew Estate product. Part of Wil-
liams’ goal as one of Drew Estate’s sales managers is to
get more retailers to carry its products, including its less
traditional but popular infused cigars like ACID and Ta-
bak Especial.
“These are truly premium cigars, handcrafted, ex-
pertly blended and perfected,” Williams says. “No humi-
dor is complete without them—this fact is getting harder
and harder to deny. ACID is one of the best-selling cigar
lines in the industry.”
In addition to the ACID and Tabak Especial brands,
Williams and her team market the company’s other
popular cigars, including Undercrown, Norteño and
Herrera Esteli, to retailers. Williams says the key to her
success in sales is educating retailers about Drew Estate
and its many brands. “It’s amazing to me how many
people will say something like, ‘I didn’t know that Liga
Privada was made by Drew Estate.’ So, education–
that’s what it’s about. My long-term goal in this position
is to make sure we have an array of Drew Estate cigars
in every humidor.”
To get better insight into her approach to sales,
Tobac-
co Business
asked her about how she generates new leads,
motivates her team and handles the obstacles she faces
while promoting Drew Estate’s various brands to retailers.
Tobacco Business
: What’s your
favorite part about being in sales?
Williams:
That I have the opportunity to travel and meet
new people. Every day is different. I also love the comrad-
ery that I have with colleagues and with the customers
who have become friends and partners over the years.
What are the biggest obstacles
you encounter on a daily basis?
One of the biggest obstacles I encounter on a daily ba-
sis is one that affects us all: the need to adapt in an ev-
er-changing market. There is a constant battle regarding
state OTP taxes. The federal government is now regulat-
ing our humidors. Smoking bans, new legislation, prop-
ositions and the list goes on of different challenges and
limitations just to enjoy a fine cigar and making a living
in an industry we all love. We are constantly under at-
tack—that’s not going to change. We will preserve, but
it’s important that we all come together as cigar lovers
and as an industry with one voice.
What is the key to building new business?
To me, the key to building new business is building part-
nerships. We are all in this crazy business together. Build-
ing relationships on mutual support—that’s where it’s at.
Together we grow and succeed. Great business in gener-
al is often built on relationships, but I believe our industry
takes it to another level. I feel that we are a family. When
you build trust, give support, and show respect to one
another, there is no limit to what you can accomplish.
How do you motivate people to get excited
about the products you are selling?
First of all, I’m fortunate to say that it’s not exactly difficult
to get excited about the products that Drew Estate has to
offer. However, I feel that the best way to get people ex-
cited is to convey your own excitement. It’s contagious.
Drew Estate has so many assets that draw and create a
whole community of enthusiasts. My job in this aspect
has never been easier. Drew Estate is always on the cut-
ting edge, constantly creating new experiences that cul-
tivate excitement.
As an example, at the Kentucky Barn Smoker, you’ll
learn firsthand about the creation of Drew Estate’s in-
credibly unique Kentucky Fire Cured cigar. On Cigar Sa-
fari, you are completely immersed in the Nicaraguan cul-
ture, and the passion that brings you your favorite cigars.
Use the Drew Diplomat app and you will be connected
to cigar lovers from all over the U.S. You’ll also easily be
able to find Drew Estate retailers in whatever city you
may be in. It’s hard not to get excited about the incredible
artwork that comes out of Subculture Studios, Drew Es-
tate’s graffiti studio.
What excites you outside of work?
Outside of work? Come on! I get to socialize, smoke the
best cigars, sip fine wine and call it work. I really do spend
most of my time working, though it’s often hard to call it
work. I’m truly blessed to have a career that I love.
TB
To learn more about Drew Estate, visit drewestate.
com. For details on the Drew Diplomat app, visit
drewdiplomat.com.