
It was no ordinary Thursday night in Montclair, NJ as
Jose Oliva debuted his new
Serie V Ligero Especiale line of cigars at
Fume on Bloomfield Ave.
As Jose would explain to me a store like Fume, with a loyal crowd of regulars who are as passionate and educated about cigars as those who make them, was the perfect place for him to unveil new products and generate buzz.
The buzz on the Serie V is already out there. "A winner," said
Cigar Aficionado's Senior Editor David Savona in an email to me earlier in the week.
"9 out of10" rates
fellow cigar blogger Cigar Jack.As I was handed a robusto by Dave Wagner, sales represenatative from Oliva Cigars, I overheard Jose talking about how the cigar industry has largely misinterpreted the desires of cigar smokers for a "full-body" cigar. In creating the Serie V, Oliva aimed to develop a smoke that was rich in flavor, but not overbearing and obnoxious.
Well Jose, the V must stand for Victorious because these cigars hit the target. The shiny wrapper, the tight packaging but easy draw, the immense flavors of coffee, cedar and spice that hit you up front but mellows out at the finish like a well contructed Pinot Noir makes this cigar a definite favorite of the Doormatt.
I don't know what was more enjoyable - the cigars or watching Jose interact with the patrons. I mean think about this for a second -- here's a man whose name is on the box and in unveiling his newest line of cigars, he is standing amidst the cigar lockers in a local tobacco shop in suburban NJ on a Thursday night and shaking every hand and giving everyone a glimpse of what Oliva Cigars is all about.
Find another industry where the leaders do that. Not too many, but the successful ones are finding ways to dip into the power of word of mouth marketing.
Which brings me, of course to the importance of blogs and Web sites, which I stressed to Jose and to Dave, are a great way to reveal the same passion and insight on a company and could be the only way for cigar leaders to mass produce the character and charisma that most of these cigar families seem to have. Jose was very interested in the discussion and perhaps a blog is on the way for their Web site.
As you will see in the video clip, Jose talks about everything from quality control among cigar rollers to what his best market is (Texas) to what area of the country has the most knowledgeable smokers (the Northeast).
It was a real pleasure to meet Jose and Dave as this was an educational and enjoyable experience. Big shout out to the Famous Alberti Brothers at Fume -- great job fellas.