Why Does the Cigar Industry Take Itself So Seriously?

By, Jonathan Lipson | Founder & President | The Cigar Profit Consulting

Why does the premium cigar industry take itself so seriously?

You Sell Relaxation - So Why So Rigid?

Let’s be honest - this industry’s tone is heavy. Reverent. Formal. In some corners, borderline theatrical.

You see it at the trade shows. You feel it in the press releases. You hear it in every over-polished product description that sounds more like a toast at a state dinner than something meant to connect with an actual consumer. And somewhere along the line, the tone stopped being strategic. It just became how things are done.

But here’s the irony: we sell cigars. A product built for leisure, connection, and slowing down. A moment-maker. A mood-setter. We’re in the business of helping people take life less seriously - and yet many in the business seem to be doing the exact opposite.

This isn’t a jab at heritage. It’s not a call to dumb things down. It’s a reminder that tone matters. And when your brand tone doesn’t align with your business stage, product quality, or customer experience - you create distance, not desire.

That’s what this blog is about. Not to tell anyone they’re doing it wrong - but to ask a better question: What does your tone say about you? And is that message helping or hurting your growth?

If you’re serious about your product, your people, and your future - that’s a good thing. But if you’re using seriousness to cover for a lack of direction or depth, it’s time to recalibrate.

Let’s get into it.

When Seriousness Works - and When It Doesn’t

There’s a difference between acting serious and having something serious to offer.

Some brands in the cigar industry have earned the right to speak with weight. They’ve spent decades refining product, building structure, and aligning every detail - presentation, packaging, pricing, people - into a system that holds up under scrutiny. You don’t question their tone, because the total experience makes it feel natural. It’s not a performance. It’s who they are.

That’s when seriousness works. When it’s supported.

But here’s the reality - most brands haven’t earned that tone yet. And in a rush to look “premium,” many adopt the outward cues of prestige before they’ve built the foundation to justify it. What starts as aspiration turns into misalignment. And misalignment doesn’t go unnoticed.

You can feel it on the trade show floor. You can see it in the copy. You can hear it in the elevator pitch that sounds like it was written to impress a panel, not connect with a buyer. The tone is heavy - but the business behind it isn’t.

And that’s the problem.

Because in a product category defined by feel - by emotion, connection, and ritual - tone becomes part of the offer. When the voice of the brand doesn’t match the reality of the business, it doesn’t create curiosity. It creates distrust.

The most common sign? A brand that feels the need to “sound expensive” before they’ve proven any value. Seriousness becomes a substitute for clarity. Or worse - an excuse not to answer hard questions.

None of this is to say new brands should play small. But tone should be calibrated, not copied. Especially in an industry where perception shapes purchase, and posturing is easy to see through.

Seriousness can be a strength. But only when it’s built on truth. When the tone overreaches the substance, it doesn’t make a brand look premium. It makes it look insecure.

Where the Tone Came From - and Where It Went Too Far

There’s a reason the premium cigar industry sounds the way it does.

For decades, the tone was shaped by real legacy - by family dynasties, rolling traditions, and stories that actually spanned generations. It was reverent because it was earned. The language was elevated. The imagery? Classic. The pacing? Slow and intentional. That tone meant something, because it matched the people, the product, and the process.

But as the industry opened up - and as new brands entered with different backgrounds, resources, and goals - something shifted.

Instead of finding their own voices, many simply mimicked what they thought a cigar brand was supposed to sound like. The result? Dozens of brands telling the same story, in the same voice, using the same romantic clichés - and expecting it to land.

But you can’t copy reverence. You have to live it.

When brands default to the old-world tone without the context, it rings hollow. You see it in taglines that feel templated. In “our grandfather’s blend” narratives with no historical backbone. In branding that leans so heavily on tradition it forgets to tell you why it matters now.

It’s not that these brands are being dishonest. Many of them are well-meaning. But in the rush to look legitimate, they wind up sounding like parodies of legitimacy. And in a market that already speaks in metaphors and mythology, more noise just creates more confusion.

The irony? The industry doesn’t need more formality. It needs more truth. Not everyone is from Pinar del Río. Not everyone learned to blend at their grandfather’s side. And not every cigar needs to be treated like a sacred relic to be worth smoking.

Reverence without context is just theater. Your story matters more than your imitation of someone else’s.

The Seriousness That Actually Matters

Let’s reset the dial.

There is a place for seriousness in this industry. But it’s not always where people put it.

Seriousness belongs in compliance. In logistics. In supply chain. In understanding the regulatory terrain - not just in your own state, but across federal agencies and international borders. It belongs in age verification. In taxation. In engagement with regulators. In the unglamorous mechanics of running a business that survives long enough to matter.

But that kind of seriousness? You won’t see it plastered across a booth wall. It doesn’t show up in Instagram captions. It doesn’t get printed in gold foil.

And maybe that’s the problem.

Because too many brands load all their gravitas onto the marketing side - while treating the operational side like it’ll figure itself out. They sweat over the tagline, but not over the trademark. They fuss over the font, but don’t know their import codes. They buy the best-looking bands, but never establish a production calendar.

What’s worse - some of them do this intentionally. They pour all their energy into appearing serious, hoping that the look will buy them time to build the structure underneath.

But the market doesn’t give you that kind of grace anymore. Retailers ask harder questions. Distributors want proof, not poetry. Consumers sniff out inauthenticity faster than ever. And regulators? They’re not looking at your branding - they’re looking at your paperwork.

So if you’re going to take something seriously, take the part that keeps you in business.

Your backend is the brand, too. No tone, no story, no sense of legacy will protect you from what you failed to prepare for.

What the Serious Act Is Really Hiding

When a brand feels the need to lead with solemnity - over and over, louder than the product itself - it’s worth asking: what’s really going on here?

Because more often than not, that ultra-serious posture isn’t rooted in discipline. It’s covering up a lack of it.

The overly formal tone, the dramatic language, the self-important mission statements - they’re often the surface gloss applied when the core of the business isn’t fully formed. There’s no plan for distribution. No clarity on margins. No defined customer profile. But there’s a tagline about tradition, a story about soil, and a logo dripping in old-world gravitas.

That’s not strategy. That’s stagecraft.

In consulting, I’ve seen it up close. Brands that are struggling to hit production deadlines but spend weeks refining the flourish on a secondary band. Startups who don’t know how their cigars are priced at retail but want to invest in gold-leaf embossed catalogs. They’re not bad people. But they’re betting on perception to outrun performance.

And eventually - it doesn’t.

Buyers dig deeper. Retailers ask sharper questions. Consumers sniff out the disconnect. And once that trust erodes, no amount of aesthetic polish brings it back.

That’s the trap.

Seriousness becomes a shell. Not because the people inside it are dishonest - but because they’re scared the truth isn’t enough yet. And instead of fixing the foundation, they decorate the facade.

A well-told story can open a door. But a business without structure can’t walk through it. If your tone is carrying the weight your systems should be, something’s out of balance.

What the Best Brands Actually Understand

The best brands in premium cigars don’t confuse tone with substance. They don’t rely on seriousness to do the talking - because the structure underneath already says enough.

They understand that clarity beats complexity. That consistency beats theatrics. That the most effective voice isn’t the one that tries to sound expensive - it’s the one that knows exactly who it’s talking to.

These brands don’t waste time dressing up weakness. They double down on what works. Their tone matches their maturity. Their messaging is calibrated to the customer, not just the competition. And when they speak, it doesn’t feel like a lecture. It feels like a brand that knows its place - and is ready to earn more ground.

They’re not afraid to show personality. But it’s a personality built on foundation: clean operations, repeatable fulfillment, real understanding of the consumer journey. They show up prepared, not just polished. That’s why they can afford to have fun. That’s why their confidence never feels like arrogance.

They’ve earned the ability to relax - because the backend is tight, the positioning is smart, and the story aligns with the product every time.

And the truth is: they’re the ones quietly winning. Not because they’re loud, not because they’re the most serious person in the room - but because everything they do is aligned. Internally and externally.

If your backend is clean, your brand doesn’t have to shout. The best brands move with clarity, not clutter - and that’s what keeps them in the humidor and on the shelf.

So… Should the Industry Lighten Up?

Not exactly.

This isn’t a call for comedy. It’s not a pitch for memes or mascots or gimmicks for gimmicks’ sake. The premium cigar industry should carry itself with weight - but it needs to understand where that weight comes from.

Because when seriousness becomes default posture instead of earned presence, we lose connection. We lose clarity. And in too many cases, we lose customers who might’ve said yes - if only the brand had felt a little more human.

This isn’t about abandoning heritage. It’s about knowing when to wear it - and when to speak plainly. When to lead with strength - and when to let the product do the talking. Seriousness isn’t the enemy. Misalignment is.

There’s a whole generation of operators, retailers, and brand owners trying to find their voice in this space. Some think they need to mimic what came before. But the truth is: the next chapter of this industry won’t be written by copycats. It’ll be written by people who understand what tone actually communicates - and who it’s for.

And here’s the irony: the more confident you are in your brand, the less seriously you have to act.

Because confidence is calm. Clarity is quiet. And substance doesn’t need a stage.

Take the work seriously. Take your product seriously. But remember what you’re selling - a moment to breathe. A moment to reflect. A moment to enjoy. And if your tone forgets that, it might be time to recalibrate.

The Tone You Carry Tells the Market Who You Are

Premium cigars are not just products. They’re promises.

A promise to slow down. To connect. To reflect. To celebrate.

And yet, far too many brands speak in a voice that does the opposite. They show up rigid. Formal. Guarded. They talk at the customer like they’re addressing a tribunal instead of inviting someone into a lifestyle.

That tone doesn’t just feel outdated - it feels out of touch.

The brands that are thriving right now? They’re not abandoning seriousness. They’re putting it in the right place. In compliance. In structure. In execution. And they’re letting their voice reflect who they actually are, not who they’re afraid the market wants them to be.

So ask yourself:

Are you building something worth trusting - or something you’re hoping to cover with tone?Are you leading with alignment - or hiding behind aesthetic?

That’s what The Cigar Profit is here to fix. We don’t sell branding packages. We fix what’s underneath. We get your messaging aligned with your market. We help you build a voice that customers believe - because it’s grounded in a business that delivers.

-  If you’re tired of sounding like everyone else…

-  If you’re ready to ditch the performance and focus on what actually moves the needle…

- If you want to take the work seriously - without taking yourself too seriously…

Then you’re in the right place.

Let’s cut through the noise.

Let’s get to work.

Schedule your Exploratory Call with The Cigar Profit Consulting today!