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THE L
O
NE WOLF,
REBRANDED
The beauty of this cigar manufacturer, retailer and
lounge operator lies in its ability to reinvent itself—
a few times over.
BY RENÉE COVINO
V
PHOTOS BY MAX S. GERBER
T
[ 68 ]
TOBACCO BUSINESS
[
SEPTEMBER
/
OCTOBER
|
17 ]
The mantra from the man who founded/rebranded the
Lone Wolf Cigar
Company
in 2000 is that there’s a lone wolf in everyone. “Regardless of race,
religion or background, we are all the same; we are all in this alone,”
David
Weiss
tells
Tobacco Business
, who says
the Lone Wolf brand epitomizes peo-
ple’s inner struggles. “We all feel like we are on a deserted island.”
He adds, “I believe in the spirit of the lone wolf, but the survival backbone
is friendship and community, which is why I’m building lounges.” Lounges
represent a new era for the company.
➤