Deep Cuts Live

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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Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

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Website: deepcutslive.com
YouTube: youtube.com/deepcutslive
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Season 6 of Deep Cuts Live continues with episode 168, featuring special guest Laurel Tilley of AJ Fernandez Cigars for a wide-ranging conversation on branding, retail, events, tobacco, and the evolution of one of the premium cigar industry's most influential companies. Host Antoine Reid sits down with Laurel to discuss her journey from retail tobacconist to brand ambassador and brand development specialist, as well as the lessons she's learned from more than 15 years in the premium cigar industry.

In this episode, Laurel shares:

* How she got her start in the cigar industry

* The transition from General Cigar to AJ Fernandez Cigars

* Why cigar events have changed dramatically over the past decade

* The challenges of marketing premium cigars in today's digital landscape

* What makes AJ Fernandez different from other cigar manufacturers

* The importance of Nicaraguan tobacco and AJ's blending philosophy

* How contract manufacturing influences the cigar industry

* The story behind Amar, AJ Fernandez's newest release

* The impact of the 2025 factory fire and the industry's response

* What retailers should know about the AJ Fernandez portfolio

The conversation also explores company culture, career development, storytelling in cigar marketing, and why AJ Fernandez remains one of the most hands-on figures in premium tobacco today.

Whether you're a retailer, cigar enthusiast, or someone interested in the business side of premium cigars, this episode provides an inside look at the people, products, and philosophies driving one of the industry's most respected manufacturers. Subscribe to Deep Cuts Live for more conversations with the people shaping premium cigars.

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Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

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Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Season 6 of Deep Cuts Live continues with episode 166, an inside look at one of the premium cigar industry’s most recognizable companies.

Host Antoine Reid sits down with Javier Largaespada of Drew Estate for a conversation about digital marketing, cigar culture, brand storytelling, and what’s next for Drew Estate following a major year of new projects and releases.

In this episode, Javier shares his journey from answering phones and handling lunch orders at Drew Estate to becoming part of the company’s digital marketing team. The discussion explores how Drew Estate approaches branding, consumer engagement, event culture, and social media within the heavily restricted world of premium tobacco marketing.

The conversation also dives deep into several major Drew Estate projects and announcements, including:

* Deadwood Dominicana Buenos Noches

* Undercrown El Tigre

* Drew Dominicana

* J.Sann & Son

* Metallica collaboration merchandise

* Barn Smoker and Down With the Crown events

Javier also reflects on Drew Estate’s visual identity, the influence of art and graffiti on the company’s culture, and how Jonathan Drew continues to shape the brand’s evolution more than 30 years after the company’s founding.

Whether you’re interested in cigar marketing, premium cigar culture, event experiences, or the future direction of Drew Estate, this episode offers a behind-the-scenes perspective from someone helping shape the company’s digital voice. Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry.

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Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates. =============================================

Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Season 6 of Deep Cuts Live continues with a conversation featuring one of the most recognizable voices in premium cigar social media.

Host Antoine Reid sits down with Ibis Luis, better known to many as @CigarLover12, to discuss her journey from retail tobacconist and cigar educator to co-founder of Pangea Cigars. What began as a passion for cigars evolved into a career built on education, trust, and authentic engagement with cigar enthusiasts around the world.

In this episode, Ibis shares:

* How she first discovered premium cigars

* The books, experiences, and mentors that shaped her cigar knowledge

* Why she believes trust is more important than followers

* Her thoughts on cigar ratings and reviews

* The growth of Cigar Lover 12 on social media

* Launching Pangea Cigars with her business partner

* Working with master blender Indiana Ortez

* Why education remains critical for retailers and consumers

* How social media is changing the premium cigar industry

The conversation also explores the importance of consistency, authenticity, and staying connected to the people who grow, blend, and manufacture premium cigars.

Whether you're a retailer, cigar enthusiast, content creator, or aspiring brand owner, this episode offers valuable insights into building credibility and creating meaningful connections in the cigar industry. Subscribe to Deep Cuts Live for more conversations with the people shaping premium cigars. =============================================

Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates. =============================================

Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Deep Curts Live host Antoine Reid sits down with Scandinavian Tobacco Group's Justin Andrews to explore his journey from eastern North Carolina tobacco country to helping shape some of the cigar industry’s biggest brands and collaborations. From contract manufacturing and blending to Diesel Cigars and industry partnerships, this episode offers an inside look at how modern premium cigar brands are built behind the scenes.

In this episode, Justin discusses:

• Growing up in a tobacco farming family in North Carolina
• Learning cigar production firsthand in Nicaragua
• The evolution of cigar marketing and social media restrictions
• How collaborations changed the premium cigar landscape
• Building and evolving the Diesel Cigars brand
• Why construction, consistency, and balance matter in blending
• The realities of working across factories in Nicaragua, Honduras, and the Dominican Republic

Justin also reflects on some of STG’s most impactful projects, including collaborations with brands like Espinosa, Room101, Caldwell, and Illusione, while sharing how Diesel evolved from an online catalog brand into one of the industry’s most respected Nicaraguan-focused portfolios.

Whether you’re interested in cigar blending, brand development, factory operations, or the business side of premium cigars, this episode delivers an honest look at the work happening behind the curtain of the modern cigar industry.

Season 6 of Deep Cuts Live continues with the return of Robin James, founder of Blue Smoke ATL, for a conversation on creativity, entrepreneurship, and carving out a unique lane within the premium cigar industry.

Robin’s work sits at the intersection of function and design—handcrafting cigar pokers that double as statement pieces. In this episode, she shares how a simple idea turned into a growing business, evolving from direct-to-consumer sales to retail, wholesale, and distribution channels.

The conversation explores:

* The creative process behind designing custom cigar accessories

* How COVID-era demand accelerated early business growth

* The shift from individual sales to retail and wholesale expansion

* Challenges marketing cigar-related products in a restricted social media environment

* Why in-person experiences still outperform digital when it comes to product discovery

* Building a brand through relationships, consistency, and word-of-mouth

Robin also discusses her plans to expand Blue Smoke ATL into a broader accessory line, while reflecting on what it means to stay adaptable in an industry that continues to evolve.

This episode offers a different perspective on the cigar business—one rooted in craftsmanship, creativity, and solving overlooked problems in the smoking experience.

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Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

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Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Season 6 of Deep Cuts Live continues with a conversation centered on one of the most recognizable names in premium cigars.

Host Antoine Reid sits down with Alex Weghorn, Brand Ambassador for Davidoff Cigars, to explore the evolving role of brand storytelling, consumer experience, and innovation in today’s cigar industry.

In this episode, Alex shares his journey from retail tobacconist to representing one of the industry’s most established brands, offering insight into what it means to educate, engage, and connect with consumers in a more experience-driven marketplace.

This interview covers:

• The role of social media in shaping the modern cigar industry

• Why “time beautifully filled” still defines the Davidoff philosophy

• The importance of consistency, balance, and intentional smoking

• How experiences—not promotions—build lasting brand loyalty

• What it means to represent Davidoff as a brand ambassador

The episode also takes a closer look at Davidoff’s newest release, Puro Dominicana, a Dominican puro that highlights the brand’s continued focus on innovation while staying rooted in its core identity. Whether you’re a seasoned cigar enthusiast or new to the category, this conversation offers a deeper understanding of how premium cigar brands are adapting to a new generation of consumers—while preserving the craftsmanship that defines the industry. =============================================

Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

=============================================

Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Season 6 of Deep Cuts Live continues with a high-energy conversation featuring Paul Copeland, owner of Shore Thing Cigars—one of the most experience-driven retail concepts in the premium cigar industry.

In this episode, host Antoine Reid sits down with Paul to explore what it really takes to build a modern cigar retail business that goes beyond product and into atmosphere, hospitality, and storytelling. From launching a second location to rethinking customer engagement, Paul shares his unfiltered perspective on why the future of cigar retail is rooted in people—not product.

The conversation dives into:

• Why hospitality should come before inventory

• How lighting, music, and environment influence cigar sales

• The reality of limited editions and industry trends

• Retail mistakes that are holding shops back

• What trade shows look like from a seasoned retailer’s perspective

• Paul’s approach to creating “raving fans” instead of one-time customers Paul also opens up about joining the PCA Board, his philosophy on business and life, and why he refuses complacency in everything he builds. Whether you’re a retailer, a cigar enthusiast, or someone curious about the business behind premium cigars, this episode delivers raw insight, strong opinions, and real-world experience from one of the industry’s most outspoken voices. =============================================

Subscribe to Deep Cuts Live for more conversations with the people shaping the premium cigar industry. Visit deepcutslive.com for more episodes and updates.

=============================================

Website: deepcutslive.com

YouTube: youtube.com/deepcutslive

Instagram: instagram.com/deep_cuts_live

Facebook: facebook.com/deepcutslive

Season 6 of Deep Cuts Live kicks off with a deep dive into the world of ADVentura Cigars. Host Antoine Reid sits down with Marcel and Nicole Knobel and Henderson Ventura to explore the origins of the brand, the roots of its bold pirate theme, and the philosophy behind building a modern premium cigar company.

In this episode, the team breaks down their latest release, La Llorona, shares insight into a new tasting program currently in development, and offers an exclusive tease of what ADVentura Cigars has planned for 2026. It’s an honest, forward-looking conversation about creativity, storytelling, and why boutique cigar brands continue to push the industry forward.

Whether you’re new to premium cigars or searching for brands with real personality and purpose, this episode sets the tone for a strong start to 2026.

 

Subscribe to Deep Cuts Live for more conversations like this, and visit deepcutslive.com to explore past episodes and upcoming releases.

 

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In this episode of Deep Cuts Live, I’m joined by Teresa Wessling, a seasoned tobacconist at Georgetown Tobacco, one of the longest-running specialty tobacco stores in Washington, D.C. We dive into what it truly means to be a modern tobacconist—balancing tradition, education, customer experience, and retail best practices in a highly regulated and fast-evolving market.

Teresa shares firsthand insight into building long-term customer relationships, maintaining a strong humidor program, and what makes a brick-and-mortar tobacco shop thrive in a city like D.C. This episode is especially valuable for cigar retailers, shop managers, and aspiring tobacconists, as well as anyone curious about the human side of premium cigar retail.

🔥 In this episode, we cover: • Best practices for premium cigar retail • The role of a professional tobacconist • Customer education & relationship building • Running a specialty tobacco shop in Washington, D.C. • Lessons from one of the country’s longest-standing cigar retailers

About Deep Cuts Live: Deep Cuts Live is an interview series exploring the business, culture, and people behind the premium cigar industry. Hosted by Antoine Reid, the show features honest, unscripted conversations with retailers, brand founders, manufacturers, and industry leaders shaping the future of cigars.

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📌 Follow & Connect: Instagram: @editor.reid Website: https://deepcutslive.com