Building a Successful Cigar Brand: Lessons from 20 Years in the Industry

The premium cigar industry is built on heritage, craftsmanship, and tradition. But surviving—and thriving—in this space requires more than just a great product. Branding, positioning, and execution separate the brands that stand the test of time from those that disappear as quickly as they arrive. After 20 years in the industry—spanning retail, brand management, and marketing—I’ve seen firsthand what works, what doesn’t, and why some brands flourish while others struggle to gain traction.

One of the biggest lessons? Authenticity wins. Consumers today are more educated than ever. They recognize quality, they understand storytelling, and they can spot inauthenticity a mile away. A cigar brand that leans too heavily on gimmicks or an inflated backstory without substance won’t last. The most successful brands are clear on who they are, what they stand for, and why they deserve a place in the humidor.

That said, authenticity alone won’t carry a brand. Even the best cigars won’t sell themselves. The right strategy—across branding, distribution, marketing, and retailer relationships—is what builds staying power. A brand needs to be positioned correctly in the market, priced in a way that supports long-term sustainability, and marketed effectively to the right audience. Without this foundation, even the most well-made cigars will struggle to find their place.

Consistency is another non-negotiable. A brand can spend years building a reputation and lose it overnight with one misstep. Whether it’s fluctuating quality, an unreliable supply chain, or inconsistent messaging, the brands that last are the ones that deliver the same level of excellence, year after year. The moment consumers or retailers start questioning whether they can depend on a brand, it’s already in decline.

Success in the cigar industry isn’t just about having the right product—it’s about making the right moves. The intersection of tradition and modern business strategy is where winning brands are built. The question is: Is your brand positioned for growth, or are you leaving success to chance? If you’re ready to take your cigar brand to the next level, The Cigar Profit can help you get there.