“We’re humbled that Boveda is recognized to play a supporting role in this industry and maximizing the enjoyment that we get from this fine luxury in life,” says Sean Knutsen, president and CEO of Boveda. “We want to thank the manufacturers too. Thank you so much for your friendship and support over the years. It means so much to us, and it means so much to our success too.”
ENTREPRENEUR OF THE YEAR: Pete Johnson
When he was first thinking about starting his own cigar brand, Pete Johnson envisioned that it would be a hobby, but strong ratings at Tatuaje Cigar’s initial release in 2003 brought that hobby business into a full-time full-blown premium cigar juggernaut. With the help of Jose “Pepin” Garcia, who teamed up with Johnson to make the cigars, Tatuaje has spawned more than 20 lines over the years and has expanded into other product categories, thus becoming a lifestyle brand.
Johnson’s passion for tobacco and cigars continues to shine bright, as he is a producer of the documentary Hand Rolled: A Film About Cigars, which debuted in 2018.
At the awards ceremony in Las Vegas, Johnson commented on his entrepreneurial journey, saying, “Entrepreneurs take risks. I’ve been in this business for 27 years, and 17 years ago the biggest risk I took was to work with a small family that no one knew about, and 17 years later I think they’re taking over the world, and I’m glad to be on their ride—and I hope to be here for a long time.”
NICARAGUAN CIGAR OF THE YEAR: Oliva Serie V Melanio
Oliva Serie V Melanio is a cigar that’s no stranger to awards, having been named the No. 1 cigar of the year in 2014 by Cigar Aficionado. As the Tobacco Business Award winner for Nicaraguan Cigar of the Year in 2020, the Oliva Serie V Melanio is a medium- to full-bodied smoke with notes of pepper, cedar and caramel. This cigar’s overall creaminess, superior construction and pleasing aroma makes it a winner for many cigar enthusiasts.
HONDURAN CIGAR OF THE YEAR: Rocky Patel The Edge Sumatra
Rocky Patel Premium Cigars released The Edge in 2004 with either a Corojo ʼ99 or a maduro wrapper and in just two sizes. The cigars were packaged in 100-count rough-hewn boxes and did not feature traditional bands. A sticker on each box brilliantly notified customers, “Warning: Professional Smokers Only. Smoke while sitting down.” That warning sticker served more like a dare—what self-respecting cigar smoker wouldn’t consider himself a professional? And the $5 MSRP also attracted people to give the cigar a try. The result has been one of the most popular brands to hit the market in years. The Edge brand has grown steadily to include new variations—there are seven basic editions of The Edge—more sizes and slightly updated packaging, including the addition of a foot band on the cigars and a second sticker on the box that reads: “Original Edge: Beware of All Imitations.”
Perhaps the strongest of Rocky Patel Premium Cigars’ The Edge series, The Edge Sumatra was launched by the company in 2007, and it quickly claimed accolades from press around the world. Strong and spicy with an oily Ecuadorean wrapper around Nicaraguan binder and filler tobaccos, Rocky Patel The Edge Sumatra has continued to be a fan favorite.
BOUTIQUE CIGAR OF THE YEAR: Room 101 Doomsayer
Since making his return to the cigar industry after a short hiatus, Matt Booth has wasted no time in unleashing some of his most creative, boundary-pushing cigar blends on the industry yet. Doomsayer is billed as a value-priced, medium-bodied premium cigar and will take smokers on a multi-country trip with an Indonesian binder and filler tobaccos, including Pennsylvania Broadleaf, along with tobaccos from Nicaragua and Honduras.
“I am both honored and humbled to have been considered for this award, let alone to have one of our products named Boutique Cigar of the Year,” says Booth, the owner of Room 101. “I am grateful to my Tobacco Business and William Ventura family for the ongoing belief and support.”
MASS-MARKET PRODUCT OF THE YEAR: Davidoff Mini Cigarillos Gold
Davidoff is typically synonymous with premium luxury, but the company behind premium cigar brands such as Davidoff Escurio, Yamasa and Winston Churchill also makes mass-market tobacco products. Taking the Mass-Market Product of the Year category by storm this year was Davidoff Mini Cigarillos Gold. A blend of premium tobaccos from Indonesia, Brazil and the Caribbean, these mini cigarillos offer consumers a premium cigar experience in a smaller, more convenient format and at a affordable price point.
This story first appeared in the March/April 2020 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
