46 TOBACCO BUSINESS | MARCH / APRIL | 22 Inaddition to itsfirst location in Indianapolis, Blend has been able to expand into new cities over the last few years. There are Blend Bars located in Nashville, Pittsburgh and in The Woodlands in Texas. Expansion was only part of the grand scheme for the Blend Bar concept, and the next phase involved finding another partner that could help Blend Bar elevate its overall experience. Back when he ran Indy Cigar Bar, Johnston’s establishment was the only Davidoff Appointed Merchant in Indiana. During his years of running Indy Cigar Bar, Johnston had become a real fan and connoisseur of all things Davidoff and knew the premium cigar manufacturer’s motto of “time beautifully filled” and its focus on creating memorable experiences for consumers aligned with what he and his partners were striving for with Blend Bar. Working with Davidoff could add some credibility to Blend Bar, Johnston knew, but it would take time to figure out what that partnership would look like and be. Johnston spent nearly two years speakingwithDavidoff’s U.S. team about working together. Eventually, those conversations reached Davidoff’s corporate office in Basel, Switzerland. “There was obviously—and rightfully so— some hesitation initially from Davidoff to see if we were legit or if we had a successful business model. Over that time period, we had expanded in locations and they saw our results. Because we were very open with them, we showed them our sales and the sales of their products. We felt like there was an opportunity to create a win-win type of relationship. We were already an Appointed Merchant with Davidoff, but we felt like our vision, if you will, was even higher than an Appointed Merchant,” Holden explains. Davidoff and Blend Bar’s team found common ground to form an even stronger business relationship than existed between them through Davidoff’s Appointed Merchants program. Blend Bar committed to stocking and selling a high percentage of Davidoff’s products. In return, Davidoff agreed to give Blend access to its entire portfolio of products. The deal was sealed at a meeting held at the Grand Havana Room in New York City. This was a big deal, so big that in addition to the Johnston and his partners, members of both Davidoff’s U.S. and Basel teams were in attendance. One important thing to come out of that name was how the unique partnership between Blend Bar and Davidoff would be communicated to cigar enthusiasts beyond the product that lined the shelves of the bar’s humidor. It was decided then and there that dual branding would be carried out. Instead of Blend Bar Cigar, the business would be rebranded to Blend Bar with Davidoff Cigars. Davidoff lending its name to Blend Bar was an unprecedented move and was the first time the cigar manufactured had allowed its name to be co-branded with any lounge. “It was a significant step, I think for both parties,” says Holden. “I know we are very pleased and excited about how we are positioned in the market and how we are viewed, and I think Davidoff is equally pleased with the performance.” The partnership between Blend Bar and Davidoff was designed with long-term goals in mind. Since the deal was signed, Blend Bar with Davidoff has become known worldwide as one of the U.S.’s premier cigar lounges. In 2017, it was named the top cigar lounge in the world by Cigar Journal, and over the years it has won multiple Golden Band Awards from Davidoff Kim Arbuckle, co-owner of Blend Bar with Davidoff Cigars
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