Tobacco Business

So how do Amendola and Monaco define success? It’s not based on comparing their brand to what others are doing or by what the so-called “industry standard” is. Success for Amendola Family Cigar Company is all measured by forward progress. As long as the brand and company are moving forward rather than sliding backward, things are going as they should. Success also hinges on the feedback that is received from customers. “The customers and retail partners that have supported us from day one are the people that we care about. We want to be a brand they can believe in and root for. We embody the underdog status, and it actually motivates us more. We do everything in our power to be accessible to both our retail partners and customers and invite all feedback, whether it be positive or negative. Bottom line—we like to keep our finger on the pulse,” says Monaco. Even though their brand is relatively new, Amendola is grateful for the growth and success it has experienced so far. “We are nowhere near where we want to be, but we are 100 percent moving in the right direction,” he says. Although the COVID-19 pandemic caused problems for many businesses in 2020, it created a different problem for Amendola Family Cigar Company: increased demand. The company had three and sometimes even four times the typical production runs last year to keep up with increased demand. To help with fulfillment, Amendola Family Cigar Company has managed to secure a distribution and fulfillment deal with Illusione Cigars. None of these things would have been possible—or necessary—if Amendola and Monaco’s company wasn’t experiencing success as a result of their hard work. “We have seen a lot of success, and growth is still in process,” says Amendola. “This business is a marathon and not a sprint. We are not in this for fame or immediate success. Building a brand takes time, and you have to be passionate about it. Whether it is an inch, a foot or a mile, we continue to move forward.” Authentically Italian Things are only looking up for Amendola Family Cigar Company. While they may be the new brand in most humidors, they aren’t letting their newness hold them back, and they hope other retailers will give their cigars a chance. They are already working with several of the industry’s best cigar factories, including Aganorsa and La Zona; they have access to some of the best tobacco available on the market, and they also have unique experience that sets their brand and cigars apart from other brands. Amendola was a former tobacco retailer, giving him a very unique understanding of consumers and their smoking Jeffrey Amendola, co-owner of Amendola Family Cigar Company, notes that a lot of smaller brands get overlooked in a humidor because customers will often go after what they’re already familiar with. Here are some tips for making smaller brands more appealing to your potential customers: 1. Make them stand out. Showcase boutique or newer brands in a place within your store that they are visible, easy to find and will stand out to the customer. 2. Make the introduction. Tell the brand’s story to your customer. This can be done in person or digitally through an email, written post or video. You should be regularly introducing your customers to new brands and products. If they like it, they’ll urge other customers to try it. 3. Make it a partnership. View your relationship with smaller brands as a partnership rather than a transaction. Instead of focusing on price point, work with the boutique brand to understand your store’s patrons. This will be vital to both you and the manufacturer and will help improve sales overall. 3 Tips for Making Boutique Brands Work for You preferences. He also is an experienced cigar roller, a skill set that’s rare among many brand owners and one that has enabled him to create blends that leave a lasting impression on cigar enthusiasts. Amendola Family Cigar Company is also an authentic brand. While many brands attempt to tap into a heritage outside of their own, Amendola and Monaco have chosen to make their brand and its blends fit their Italian-American heritage instead. “A lot of Americans in this business start a brand and they make it Spanish- or Cuban-style. We don’t,” he says proudly. “We pay homage to the islands and the people that created the cigar as we know it today, but we stay true to who we are when it comes to branding. We’re not Cuban or Latino; we are Italian.” Both Amendola and Monaco view Amendola Family Cigar Company as a legacy business, meaning it’s one that they intend to be around for many years to come. There’s still a lot both businessmen want to do with the brand, but they are also grateful for what they’ve accomplished so far. To the world, the company may appear to be small and boutique, but to Amendola and Monaco, Amendola Family Cigar Company’s future is as big and bright as they can imagine it to be. TB [ 56 ] TOBACCO BUSINESS [ NOVEMBER / DECEMBER | 21 ]