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An Interview with Ernesto Perez-Carrillo

Owner, El Credito Cigar Co., makers of La Gloria Cubana, La Hoja Selecta, El Rico Habano and Dos Gonzales cigars.
Marvin R. Shanken
From the Print Edition:
James Woods, May/Jun 97

(continued from page 11)

Carrillo: If they call, what we'll do is tell them they can get it at such and such a store. The problem that we had is when the consumer goes to the store, he finds that the retailer is out. When a retailer gets a batch of La Gloria Cubana, they sell out within two to three days. It's a real problem for the retailer and myself because you usually end up with an upset customer.

CA: As a curiosity, when you ship to a retailer, how many boxes are in an order?

Carrillo: We average, depending on the size, from 40 to 50 boxes. But it can range from 30 boxes to about 120.

CA: And how many times a year might they get that?

Carrillo: About four times a year.

CA: So even though the retailer is in St. Louis or Memphis, he's going to get his shipments?

Carrillo: Yeah, it's a steady thing. We rotate. It's something they're going to get whether they call or not.

CA: People found two things attractive about La Gloria Cubanas: it is a well-made, rich-tasting cigar and it was reasonably priced. Today, costs have gone up. The growers want more, you've built a new factory, you're doing a lot more. Have you adjusted your prices, for instance on a Wavell?

Carrillo: Three years ago, I think it was $1.95. If I'm not mistaken, now it's about $2.85.

CA: $2.85. Are you going to continue to increase prices?


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