Survivors Of The Boom

Gordon Mott moderates as Todd Trahan, Linda Squires, Gary Pesh and Billy O'Hara weigh in on survivors of the cigar boom.

Linda Squires, owner of the Squire in Santa Rosa, California; Todd Trahan, owner of the Alpharetta, Georgia, Cigar Merchant; Gary Pesh, owner of the Old Virginia Tobacco Co. group of stores in Virginia; and Billy O'Hara, owner of Jack Schwartz Importers in Chicago, took to the podium.

Trahan began the seminar, speaking highly of La Flor Dominicana, a boutique brand that did well during the boom and has more than survived its collapse. He heaped praise on brand co-owner Litto Gomez.

"Litto's the only manufacturer I've dealt with who has never had a price increase," said Trahan.

O'Hara spoke of how the true winners of the cigar boom are not cigarmakers, but cigar smokers. "No. 1, the consumer is the big winner," said O'Hara. "We're getting better quality cigars. We have a better selection of fine cigars. The consumer has asked for more and the manufacturer has given more."

Pesh echoed O'Hara's comments. "Today, we are very lucky to be cigar smokers," he said. He spoke about quality and price, mentioning C.A.O. and La Flor Dominicana, the most frequently named brand of the seminar. "The consumer has told us, 'We want a good cigar at $5. We don't want to spend $10.'"

Squires had a unique perspective among the panelists. Owning a cigar store in California, she has had to deal with the state's soaring taxes. "In California, how do we survive? By having the very best cigars we can."

The retailers fielded questions from the audience, and the conversation turned to taste, as it so often does. Pesh concluded by insisting that taste is a very personal matter.

"You're never really wrong if you like a cigar," he said. "If it says wonderful things to you, then that cigar is a great cigar."

--David Savona