White Hat is undergoing numerous changes ahead of the 2019 International Premium Cigar & Pipe Retailers Association (IPCPR) trade show and convention.
The company has announced that the biggest change is that the company will be undergoing a name change, putting the famed Robaina family name front and center. Over the next month, all things White Hat will be transitioned over to La Familia Robaina. It’s under this name that the company will be attending IPCPR 2019 (Booth 3859).
The Robaina family has been growing tobacco on the same farm near Pinar Del Rio, Cuba, since 1845. In 2010, the Robaina family expanded its operations by partnering with growers in Nicaragua and Ecuador. The family rose to fame and notoriety due to the quality of its tobacco.
“After fielding questions for the past 3.5 years about the relationship between the Robaina’s and White Hat, Hirochi and I felt it made sense to rename the company. The Robaina name is steeped in tobacco and tradition. When people are considering our cigars, we want them to know that there are 175 years of experience and tradition that have gone into every one,” commented Spencer Drake, owner of White Hat Distribution.
“Our family has always cherished the fact that we have been indirectly involved in so many celebrations of other families. Since the 1800’s our tobacco has been enjoyed at weddings, the birth of children, or the first time a father and son enjoy a cigar together,” added Hirochi Robaina. “This is not something we take for granted, it’s something that we take great pride in and hope to continue for years to come.”
Last month, the company announced that it had hired two former Cornelius & Anthony employees–Todd Vance and Erica Arroyo. Vance will serve as the company’s Vice President of sales while Arroyo will take on the position of director of marketing and social media.
“We are incredibly excited to add two friends and industry pros that will add significant value to our growing operation,” commented Drake. “Todd Vance is a long-time friend and someone that we couldn’t be more excited to have join our team. We are honored that he felt our line of products and company culture were a great fit for he and his family. We are creating a company focused on making the best cigars on the market. Adding integral team members will help us further support our retail partners and deliver our cigars to market.”
“I can’t wait to hit the road and help our sales team spread the word about the unique legacy and story of the most famed tobacco family in history and their incredible portfolio of cigars,” said Vance. “I’ve never been more excited by an opportunity than this one. All of the tools are in place to make this company a force in the cigar industry.”
Arroyo added: “Social media marketing in the cigar industry has taught me a lot about quality products and what the culture looks for in a company. I’m thankful for this new opportunity and super excited for what’s to come with The Robaina Family of Brands.”
You can learn more about La Familia Robaina’s brands by visiting whitehatcigars.com.