Shiah as per our conversation, you joined Davidoff with experience in tobacco. Did you find it intimidating at first joining such a well-established organization?
SG: Gene, what a great question. I can tell this interview is not going to be your typical “what’s your favorite cigar”. Short answer, yes. But to complicate things, also no. The team we have is astoundingly strong, motivated, and innovative. I have made it a point through my professional career to work with and within dynamic organizations and talented teams. This is by far the greatest among that list. I was forced to look at myself and push even harder from my first day here. At the same time, the welcome I received was so warm, supportive, and motivating. So whatever level of intimidation may have been present was immediately mitigated by the warmth and the strength of this team and organization.
How does authenticity play into what you are doing at Davidoff?
SG: My friend, it is everything. I cannot overstate this. I started enjoying cigars at a young age. I dove deeply in college. It was in this time where I identified how much misinformation and/or unnecessary romance existed in the culture. When I decided to build my career in cigars, I committed to combat and improve that. Davidoff makes that easy. We have been committed to quality, innovation, sacrifice, and authenticity since day one. At the same time, with my role being heavily focused on education and communication, I have a responsibility to maintain that integrity. To honor the legacy and the vision of Davidoff is something that motivates me each day. To bring value and knowledge to our aficionados is among the best ways I get to reflect that motivation.
What is your overall vision for the brand ambassador position for such a reputable organization?
SG: Davidoff and our family of brands are truly the best in the world. Our processes are unique and aimed at perfection. Our history has shaped our present and focuses our future. My part in that (as I see it) is to embody these principles in action as much as in voice. I strive to be an ally, resource, and support system for our entire microcosm, the company, our partners, our team, and mostly, our aficionados.
A lot of people refer to Davidoff as the leader by being a disruptive brand in a world of status quo. What is it about the people within the company and the products that the company releases that makes them so successful?
SG: This is in our DNA. Zino himself was an innovator and a true disruptor. One of the things I have come to appreciate most about this company since joining is how true to our roots we are while still maintaining that innovative and unflinching commitment to the vision. One of the best ways to visualize this is the ability for the Swiss, US, Dominican Republic, and Honduran operations to work together towards a common goal and with mutual pride. When you start with the best team and you motivate them to put forth their best work, you end up with tremendous results.
Davidoff is considered a premium brand and many cigars under the umbrella also have a high cost associated with them. For the new consumer that is looking to get into Davidoff, what would you tell them to seal the deal? Also, what cigars would you tell them are a must try for their first couple of purchases?
SG: I think it is important to remember that this is about relaxation and destressing as well as pleasure and enjoyment. If the price of your cigar is going to negatively influence your time enjoying it, adjust. I remember when I was able to afford one Davidoff a month. The rest of the time I smoked brands like AVO and Camacho or others. Davidoff was my treat. So as far as price, we make many brands that can accommodate any level of aficionado. That being said, Davidoff is absolutely the best brand in the world and our processes are unparalleled. That comes with a cost. So, keeping that in mind, you will appreciate the experience even if it’s a stretch for your budget.
As far as suggestions it really depends on their taste and intensity preferences. For the uninitiated cigar consumer, I suggest Davidoff Signature. The mild, creamy, and smooth profile which is also flavorful and interesting is the perfect red carpet for anyone just arriving to our culture. For a seasoned cigar aficionado who is initially discovering Davidoff as a line, I often suggest the Winston Churchill Original Collection and from there I can guide them based on preferences. The original collection was an excellent litmus test for me when I was on the retail/hospitality side of the industry. From the Rorschach Test of the Original Collection, I could almost always land the patron’s exact profile.
Let’s talk about the proper care of cigars. There is so much talk out there about the proper storage of Cuban or non-Cuban cigars, what temperatures to keep them at, humidity, what type of humidors or tupperdores to use. Almost feels like an overload of information. Can you simplify the process for us so we can store and forget, and always pull out the perfect stick to smoke at any given moment?
SG: I love this question! Yes, I intend to simplify this process right now. Remember two things: 70/70 and Point to Point. Every link in the supply chain is important. Make sure you are obtaining your cigars from a trusted source that is committed to excellence. Our Appointed Merchant network is an excellent way to ensure this. It does not matter how well you care for and keep your cigars if the person you obtained them from did not. Then carry that care all the way until the moment you are enjoying it. Zino often spoke about his cigars as women. If it translates better think of men or loved ones. The point is, you must care for this entity as you would anything you love. Once you understand this philosophy, it is just “point to point” and “70/70”.
For those unfamiliar, 70/70 is the Relative Humidity and Temperature guidelines that are agreed upon as ideal for premium cigars. It is not a hard and fast number, just stay as close as reasonably possible, always. Portable humidification devices such as humidity packs or portable cases assist in this tremendously. On a separate note, I hate the idea of plastic storage for cigars. Everything about cigars is natural and precious. Plastic does not embody any of those qualities.
What is the proper process to cut and light the cigar? And how do I fix a cigar that is not burning straight?
SG: How much time do you have? Lol. I joke but also, I am serious. When I have the time and the environment, I absolutely prefer a slow, methodical light with wooden matches. It is meditative for me. Something about watching and controlling the flame, slowly rotating, and toasting the foot of the cigar, and taking the necessary time to ensure the entire cigar has been lit to a bright orange cherry. In the 3-5 minutes that process takes, it has a similar effect as a 30-minute meditation for me.
A single flame butane torch is my preferred method when I do not have this time or environment and it is also my suggestion for touching up a cigar that may not be burning perfectly. It is also worth emphasizing that the initial light is instrumental in an even burn and hassle-free enjoyment for the length of the cigar. If you take the time and attention to light the cigar fully and properly the first time, generally it will return the favor throughout your enjoyment. As for cutting the cigar, error on the side of caution, it is better to cut too little initially than it is too much. I suggest cutting around 1/8” below the cap, right where the rounded head starts to form. Again, you can always cut deeper for the desired draw.
Davidoff offers some cigars as box-pressed. What makes a box-pressed cigar different from a traditional round shape?
SG: The first answer is the obvious one, the shape. However, it does mean a bit more than that. For Aficionados who are more familiar with Parejos (rounded cigars) the change to box-pressed format my feel alien or different in the hand and then the mouth, so perception can influence the experience. You may end up thinking the cigar is more different than it is. With perception being a reality, is it now actually more different? (pause, dramatic brow raise)
In order to effectively Box-Press a cigar, you generally must use a little less tobacco than you would in the rounded form, to facilitate the press. So, if a large portion of the flavor profile is built upon the filler tobaccos, you will certainly alter the flavor. At the same time, if you are using a highly flavorful binder or wrapper on this cigar, that may shine through more with less filler tobacco for the pressed version.
There is an argument that because of the pressing the cigar may burn/draw slower. This may be true in some cases but it may also be the exact opposite, if tobaccos are removed for the pressed version, even if the draw is more hindered by the press, the cigar may actually burn for a shorter time.
Like so many things in our world of cigars, it comes down to personal preference. If you ask one of our aficionados they almost always have a preference between say the Davidoff Nicaragua in rounded or Box pressed format. The same is true for Camacho in Ecuador or Connecticut blends.
Shiah you have smoked amazing cigars over your lifetime, and I won’t go the common route to ask your favorite cigars. Rather, we would love to know which cigars have failed you miserably, and what is it about them that just did not work?
SG: Cigars built on lies. Way back when I was running my first shop there is this story which I will never forget. A young man comes in to pitch me his family line of cigars, they are made in Costa Rica as he stated. He hands me a box-pressed 6”x60 which is very (and I do mean very) dark. I first ask what type of tobacco is used for the wrapper, I notice his uncertainty and decide to ask the question differently. “Do you do anything unnatural to the wrapper to achieve this color?” Clearly visibly offended he protests that the cigars are made to the highest standard and with traditional processes.
Immediately I dip my finger into a glass of water on the counter and proceed to wipe some of the dye off the wrapper. He did not make a sale on that visit.
Anything else you would like to share with our readers?
SG: A fine cigar, valuable time, and great conversation. Time Beautifully Filled is not just a slogan to me. It is a philosophy or even a mission statement that speaks to the very nature of why I love this passion we share so much. I would offer to your readers that the care and scrutiny they use to select their cigars should also be applied to the people and environments for which they enjoy them. I would also revisit the part about the meditative act of lighting a cigar as it has been a profoundly beneficial practice for me. Beyond that, I would like to share my gratitude. It is because of the people who read your content, those who digest digital branding and communication, who attend events and gatherings that I get to do what I most love every day. This gratitude cannot be expressed enough. Way beyond my livelihood, this truly is a passion, and I would encourage anyone reading this to message or approach me at any time. I always have time for our passionate aficionados. Finally, I would encourage them to keep enjoying and supporting your content. I really love the fresh approach and creative take on this culture of ours that you and your organization bring.
As you so perfectly said above, “I won’t go the common route…” clearly that is true. For us as a community to continue to benefit from fresh, original insights, we must support and appreciate those who provide it. Deeply and sincerely, thank you.
