Tobacco Business

business’s motto is Italian: “Onore, rispetto, lealta,” which translates to “Honor, respect, loyalty.” “We just do us; we don’t pay attention to what other brands are doing or hop on the newest trend or gimmick,” Monaco says. “We stay true to who we are, we are confident in the product we are putting out into the market, and we believe that it’s only a matter of time that the cigar community recognizes it. I believe that those who already support us recognize that we are genuine, passionate about what we do and respect what the brand represents. What you see is what you get with no B.S..” During 2020, much of the company’s branding and marketing went through a major reboot, taking advantage of the slowdown that was brought on by the COVID-19 pandemic to prepare for growth as things improved. “We wanted to put something on the shelves that popped, stood out and separated us from the herd,” says Monaco. “This is why we’ve spent the time during COVID redesigning and rebranding all of our products. We also market ourselves as ourselves; we don’t try to make up stories or be someone that we’re not. We stay true to who we are. We are a first-generation cigar brand. No one gave this to us, and we wear that like a badge of honor. It’s all about family over here at Amendola Family Cigar Company. Our supporters know that they are a part of that family when they light up one of our smokes.” What sets Amendola Family Cigar Company apart from other brands in the market goes beyond its Italian background. With a background in retail, Amendola chooses to do things differently to make it easier for retailers and consumers to get into the brand. Rather than have multiple sizes of each cigar, each Amendola blend is offered in just one size. Blending to size is a way Amendola and Monaco have kept their brand and marketing simple. It’s also prevented retailers from being overwhelmed by the company’s offerings. “It makes it easier for the retailer to make space for our product, and sometimes less is more,” Amendola explains. “Instead of having three to four sizes of the same blend, we just make the best cigar we can in that one size.” Amendola Family Cigar Company’s core blends, which are made by Aganorsa Leaf, are all presented in 20-count boxes as Toro vitolas. Cremoso features an Ecuadorian Connecticut Shade wrapper and Nicaraguan binder and filler. Naturale has a Nicaraguan Habano wrapper and Nicaraguan binder and filler tobaccos. This particular cigar has a special significance to Amendola as its blend and style of rolling were the first kind of cigar he learned to roll. It also is very similar to the first cigar Amendola released into the market. Maturo features a maduro Corojo ’99 wrapper and Nicaraguan binder and filler tobaccos. Amendola’s Signature Series is made by La Zona Factory, which is located in Esteli, Nicaragua. Speciale is a Toro cigar with an oscuro maduro wrapper while Padrino is a Belicoso cigar with a Connecticut Broadleaf wrapper. The Signature Series Cannoli is also made by La Zona Factory. All of these cigars have an undisclosed blend and are presented in a Corona vitola. The San Andres Signature Series Cannoli is also box-pressed. This, for Monaco, is a special cigar because it was the first to really gain market traction following his partnership with Amendola. “I remember sitting on the couch in my man cave with Jeff until Amendola Family Cigar Company’s products, branding and marketing all tie in to the owners' Italian heritage. [ 52 ] TOBACCO BUSINESS [ NOVEMBER / DECEMBER | 21 ]