Room101 is gearing up to launch its new Johnny Tobacconaut, a cosmic-themed line that should make its retail landing in late September. The brand consists of three figurados blended exclusively with Nicaraguan tobacco. Only 3,500 boxes are being produced.
"I felt the Johnny Tobacconaut concept both represents the Room101 philosophy and helps to identify this product series as something intrinsically Room101 on the shelf," said Matt Booth, owner of Room101, a company known for its nonconformist approach to branding.
The boxes, which contain 20 cigars each, depict brand mascot Johnny Tobacconaut, the shovel-wielding astronaut, marching through the galaxy in a space suit with a backpack full of tobacco. Booth, who created the character, describes him as "the intergalactic Johnny Tobaccoseed."
The three sizes are Fileroid, which measures 4 1/2 inches by 52 ring gauge; Ranflatic, 5 1/2 by 50; and Chingonova, 8 by 60. The names put a space-themed twist on existing Room101 sizes (Filero, Ranfla, and Chingon). The cigars will retail from $12 to $15.
Booth won't get too specific about the details of the blend, but told Cigar Aficionado: "The official announcement was that Johnny Tobacconaut's blend composition is that of 100 percent Nicaraguan ‘Funk.' I would personally like to stick to that."
He did reveal, however, that Johnny Tobacconaut was produced at the Davidoff facilities in Danlí, Honduras (AgroIndustrias Laepe S.A.), where the majority of Room101 cigars are made. Room101 is distributed by Davidoff of Geneva.
As of now, Johnny Tobacconaut remains a limited release, but—depending on how the cigars are received—Booth will consider making them a permanent fixture in the Room101 portfolio.
"This is a limited edition as it currently stands. If it is a grand slam success, I will consider re-introducing ‘Johnny T' in a different form later on down the road."