62 TOBACCO BUSINESS | SEPTEMBER / OCTOBER | 22 Tokeepcustomers connected to thebrandandengaged, SerinoCigarCo. stays active on social media, especially Instagram and Facebook. Being responsive is key, Carson explains, and he monitors the company’s social media accounts for feedback and questions, as well as to address any problems customers may have with any of its products. “I feel like people between 25 to 45 are more engaged on social media. Through branding and better social media usage you can connect with somebodywho’s learning orwanting to learnmore about cigars,” saysCarson. He also keeps people in the know by sending out a regular email newsletter that updates customers on new releases and any other relevant updates. TheConsistencyGame Serino Cigar Co. is the result of years of experience and a compounding passion for premium cigars. Where some jump into the premium cigar industry without a plan, that was not the case with the Serino family. Since Serino Cigar Co. made its debut at the 2016 International Premium Cigar and Pipe Retailers Association trade show, Anthony and Carson Serino knew the key to success was consistently putting out a high-quality, premium product. For those brands that are not heritage or already established, being inconsistent can do a lot of damage, Carsonwarns. Consistency is also the deciding factor in whether a newer brand has longterm success or not. The importance of consistency in a business and in life is one of the things Carson has learned from working alongside his father over the years. “He’s [Anthony Serino] always up, always going after it. And that’s not just in business; it’s in life. If you have a personal, fitness or relationship goal or a skill you’re trying to acquire, just be consistent.” Another thing Carson has learned from his father is the virtue of patience. In business, you must be patient with yourself and also with the process of growingabusiness. Passion, oftentalkedabout inbusinessbutnotnecessarily to the level that it should be, is another area of concentration for Carson. “If you’re not passionate about it, you’re not going to be genuinely curious about what you’re doing,” he says. “I think just following your intuition and being genuinely curious will set the wheels in motion, and that will create more momentum for yourself. It’s always good to spend some time reflecting on the questions, ‘Do I really love this? Am I passionate about it? Can I wake up every day and be curious about it and try to be a little bit better at it each day?’ I think that’s what you should aim to do if you have a new venture. I would temper expectations, be consistent and show up every day trying to get a little bit better.” Improving on what already exists and making it even better is what Carson and others at Serino Cigar Co. are currently focusing on. Though there are new releases in the works, Carson and his father are also focused on promoting and building awareness around the cigars they’ve already blended and that are readily available for retailers to bring in. There’s something for every cigar smoker in the Serinos’ portfolio, with blends ranging in strengths, shapes and flavor profiles. One thing you can count on is that if it comes from Serino Cigar Co., it’s going to be a consistent product and blendedwith passion. For additional information on Serino Cigar Co., call Tony Serino at 954-801-4654. TB La Corona Cigars S.A., a cigar factory located in Estelí, Nicaragua. The Serinos have worked closely with the factory’s owner, Omar González-Alemán, to make cigars. If you’re not passionate about it, you’re not going to be genuinely curious about what you’re doing. I think just following your intuition and being genuinely curious will set the wheels in motion, and that will create more momentum for yourself. —Carson Serino
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