Cigar Lounge Branding, by Bryan Newbury

In the latest DogWatch Cigar Radio show, episode #277, Bob was contemplating the vicissitudes of being a lounge attached to a certain brand, for example, a La Aurora, Diamond Crown, or Rocky Patel Lounge. As a manager in a retail store that took the plunge last year (Centro Cigars is a Diamond Crown Lounge), I have to say that the experience has been largely positive.

First off, working with the Newmans is a pleasure. You couldn't get much better in any business. Jake Cronin, our rep, is a tremendous guy and what else needs to be said about Eric & Bobby Newman? While it is easy to be a little starstruck by the big name people, it is just as easy to undertake the primary duty of the brick and mortar tobacconist: namely, keeping your customers satisfied and cultivating loyalty. Not every cigar store is the same, but one thing I’ve experienced in my decade of selling tobacco is that people can smell a swindle from a mile away. They aren’t likely to forget it, either, and are quite willing to spread the word on message boards, at herfs, or just among friends. As a result, my occupational charge is to suggest the specific cigar that I feel fits the customer's needs. There is no shortage of accolades that I rain down on La Aurora, Miami Cigar, Pepín, Illusione, etc. We're grateful for the advantages we get from being a Diamond Crown Lounge (hey, sweet outdoor umbrellas!) but we don't lose big picture perspective.

As far as shelf space, to say our humidor is competitive would be a huge understatement. We make every attempt to stock only the best in every price and flavor category. If the cigar isn't worth smoking, it isn't worth selling. As I’ve previously stated, this isn’t a universal attitude, and I could name a few places that deal in fermented snake oil and shamelessly plug the latest $10 offering treated with patented Maduromatic™ paintgun technology. If you’re in a big enough market, you can get away with this approach. Most of us in the B&M world don’t have such a luxury. 

When we talk about cost, the exclusive lounge package – again, speaking from our experience with Diamond Crown – is quite reasonable.  Certain companies require a much more egregious facing number than most brand lounge deals, and all ‘Brand X Lounge’ buy-ins pale in comparison to what a store spends to carry Davidoff White Band. Interest of full disclosure: there are few things in this world I enjoy more than a Special R, and Davidoff is another great company to deal with, but the overriding point is that, in the cigar industry, nothing done right is done on the cheap.

Back to benefits. Becoming a Diamond Crown Lounge has helped our nationwide exposure. People see our name in periodicals with advertising fees well outside our operating budget and come in from across the country when they're in our neck of the woods. A lot of these guys want, say, Maximus, so fair play there, too. While they’re at the store, especially if they spend time in the lounge, they’ll be exposed to a number of products and viewpoints, to say nothing of drinks.  Off the top of my head, I could name members who are fixtures at Centro who are fans of Rocky Patel, Alec Bradley, C.A.O. or a number of other brands. Taste is subjective, and cigar smokers are, generally speaking, open with their opinions. Spend an hour in our Diamond Crown Lounge and it is more than likely that you’ll get pitches on all the hidden gems and forgotten favorites from every corner of the humidor whether the sales staff performs its duty or not.

Do I wish that there could be a split 'Diamond Crown & La Aurora Lounge'? Maybe an ‘Ashton Room’ or a ‘Chapel of our Lady of Pepín?’ Speaking strictly for myself, you betcha. I love them both and it shows in our selection. I also wish they'd tax Coca Cola & Sobe Sugarwater a nickel a bottle instead of more than a dollar a cigar (and proposed increases in my state) and that there'd be universal understanding, empathy and cooperation in the Middle East. Above and beyond that, I’d love for someone to tell me how to use this posh ashtray. One can't have everything, but when you're puffing away on a Maximus No. 3 (or a 107), life isn't too bad at all.