What an absolute pleasure to speak to Amanda the marketing manager for the tobacco industries leading accessory company Xikar. Click here to learn more about the brand.
Amanda, let’s kick things off with you telling us a little about yourself and how long you’ve been around the world of cigars?
AH: I was lucky enough to grow up in the cigar world. I am the third generation of my family to be in the cigar business, starting with my grandfather. I have worked in the industry for over 10 years. I started managing our family-owned cigar shop at the age of 15. Once I finished my master’s degree at 22, I went onto work for Drew Estate for 4 years and moved onto the accessory side of the business this year.
How long have you been smoking cigars, and do you remember your first?
AH: I started smoking cigars about 10 years ago and my first cigar was a Chateau Real by Drew Estate.
You are currently the Marketing Manager for Xikar, one of the most reputable cigar accessories companies in the world. What does your job entail and what are your day to day activities?
AH: Xikar is one of the greatest brands in the business, and I am excited to be spearheading the brand. Every day in this role is different and I love it. I am currently the marketing manager for Quality Importers, the parent company of Xikar. My day to day includes the management of trade shows, events, promotional activities, product and sales analysis, and much more.
Xikar is known for their quality and craftsmanship, so what do you think keeps them ahead of all the competition?
AH: At the heart of Xikar is innovation, intelligent design, great value, and quality that we guaranty for life.
Women make up 50% demographic of our society, yet it still seems that both tobacco (particularly cigars) and spirits are still targeted more towards men by the brand ambassadors. What can the cigar manufacturers and brand ambassadors do to grow their female base?
AH: In my own experience, the male-centric messaging has never gotten in the way of my enjoyment of or participation in the cigar culture. Manufacturers and ambassadors generally do an excellent job in communicating the personality of their brands and while the messages may come off as masculine by normal standards, that doesn’t necessarily prevent women from identifying with them.
What do you think cigar brands need to know about women who smoke cigars?
AH: I believe cigar brands should be aware that women, like men, have a variety tastes and flavor preferences.
When it comes to personal preference of the leaf, is there a country of origin you lean towards? Cuban, Nicaraguan, Dominican etc?
AH: I tend to lean toward a Nicaraguan and Dominican leaf, but I smoke a little bit of everything.
Give us your top 5 best smoked cigar list:
AH: In no particular order, my favorites have been
La Historia by EP Carrillo
Herrera Estelí by Drew Estate
Bellas Artes by AJ Fernandez
Padron Serie 1926 No. 9
Encore by EP Carrillo
How is Xikar utilizing social media to continually grow their brand? Do you think social media marketing in this day and age trumps offline marketing? If so, how?
AH: The Xikar Brand has a huge following on social media. Social Media, especially Instagram, has allowed our customers all over the world to connect with us. The interactions we have with our customer base through the re-sharing of consumer and trade posts, polls, and product features allows us to learn from, reach, and engage with our market instantly. Social media marketing and offline marketing go hand in hand. Our commitment to service and providing the best cigar accessories possible to our customers is the foundation of our messaging.
What have been some lessons you’ve learned working in the cigar industry? What has been the best piece of advice someone has given you?
AH: I’ve learned over time that if you’re going to work in this industry, you have to be strong, out spoken and personable. Some of the best advice I’ve gotten has come from my father. He has always emphasized the importance of making connections and building relationships with my peers. Another piece of wisdom he imparted on me is to always, ALWAYS carry a business card (see dad, I’m listening.)
Anything else you’d like to share with our readers? Maybe some upcoming promotions or new product releases?
AH: I’d love for your readers to know that if they ever have any questions regarding Xikar to reach out to us via social media! We love interacting with our customers. Xikar has a lot of big and exciting things in the works for the coming year, so keep your eyes peeled! Connect with us on Instagram @xikaramanda @xikar
