Inside Villiger Cigars: René Castañeda on Trends, Tobacco & Building a 130-Year Legacy

Episode 169 of Deep Cuts Live features a conversation with René Castañeda, President of Villiger Cigars North America, for an in-depth look at one of the oldest names in premium tobacco—and the strategy behind its growing presence in the U.S. market.

Host Antoine Reid sits down with René to discuss Villiger's 130-plus-year history, the company's transition from a machine-made cigar powerhouse to a respected premium cigar manufacturer, and how opening its own factory in Nicaragua has helped shape a new identity for the brand.

In this episode, René discusses:

• The history and evolution of Villiger Cigars
• Why the company invested in its own Nicaragua factory
• Current premium cigar trends and changing consumer preferences
• The growing importance of packaging and shelf appeal
• The stories behind the Villiger 1888 San Andrés and La Capitana
• Why flavor and balance are replacing nicotine strength as a priority
• How tariffs affected Villiger's business and the decision to skip the 2026 PCA Trade Show
• The future of Villiger under new CEO Christoph Schoup
• Building a premium cigar brand designed for the long term—not just the next trend

The conversation also explores René's philosophy on leadership, product development, and why the goal isn't to create the "cigar of the month," but to earn a permanent place in every smoker's regular rotation. Whether you're a retailer, cigar enthusiast, or simply interested in the business behind premium cigars, this episode offers a thoughtful look at craftsmanship, strategy, and one of the industry's most enduring family-owned companies.

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