Escobar Cigars has been carving out its place in some of the world’s most demanding markets, navigating strict European regulations, building a brand without traditional advertising, and competing in an American market where authenticity is everything. In this interview, Takizala Kahuit, Brand Ambassador for Europe and Africa, takes us inside the world of Escobar Cigars — what it really takes to bring a premium brand to Europe, how two completely different markets experience the same cigar, and what they want the person holding one right now to know.
Part 1 – The European Market
When you first brought Escobar Cigars to Europe — what was the moment you knew this market was ready for the brand?
The cigar market is currently evolving rapidly, driven by a discerning clientele that is constantly seeking new and more exclusive experiences. The recent scarcity of Cuban cigars has significantly reshaped consumer behavior, encouraging aficionados to explore alternative premium brands and origins.
In this context, strong opportunities are emerging for serious brands that deliver consistent quality, authentic craftsmanship, and a clear identity. Today’s consumers value excellence, transparency, and refinement, making high-end positioning and meticulous tobacco selection key factors for long-term growth and differentiation.
Which European markets have surprised you the most, and why?
Switzerland has surprised us with its highly discerning, premium-focused clientele, while Germany stands out for a growing new generation of enthusiasts exploring boutique and non-traditional brands. Across Europe, what’s striking is how quickly consumers have embraced exploration after the scarcity of Cuban cigars, favoring quality, authenticity, and distinctive offerings.
How does the European cigar culture feel different when you are actually in it — walking into a lounge in Zurich versus a shop in Madrid?
What’s fascinating is that aficionados, no matter where they come from, all speak the same language. The instincts are the same — origin, format, blend, flavors — and this shared passion instantly creates a real connection among enthusiasts.
European consumers cannot easily find you through advertising — so how do they discover Escobar Cigars?
European consumers often discover Escobar Cigars through experience rather than traditional advertising. Word of mouth among aficionados, recommendations in premium lounges, and specialized events play a central role. We also focus on a curated presence in high-end retailers and specialty shops, where consumers can see, touch, and taste our products — providing an authentic, memorable introduction far more effective than any advertisement.
What do you wish more European cigar smokers understood about what makes your cigars worth seeking out?
We wish more European smokers recognized the craftsmanship behind every Escobar Cigar. Rolled by AJ Fernández, each cigar carries the quality and attention to detail that true aficionados seek, delivering a consistently exceptional experience.
Where do you see the European premium cigar market heading — and is that exciting or concerning?
The European premium cigar market is continuing to grow, despite the strong regulations. Consumers are becoming more knowledgeable and adventurous, seeking unique blends, boutique brands, and curated experiences rather than just traditional favorites.
This is exciting because it creates opportunities for high-quality, authentic brands like Escobar to connect with enthusiasts who value craftsmanship and exclusivity. At the same time, it reinforces that consistency, attention to detail, and strong consumer relationships are more important than ever.
Part 2 – The American Market
The US has a deep cigar culture — how does Escobar Cigars carve out its own space in such a competitive market?
The U.S. market is competitive, so authenticity is everything for us. Nas isn’t just a celebrity putting his name on a cigar — he’s an owner who’s involved at every stage, from brand direction and product development to packaging and partnerships. Cigars have been part of his lifestyle for decades, so this is a genuine extension of who he is, not a licensing play. At the same time, our blends are crafted by world-class master blenders in Nicaragua, so the product leads and the culture follows. That combination of true premium craftsmanship and real cultural ownership gives Escobar Cigars a distinct lane in the American market.
What does the American cigar smoker look for that the European smoker does not, and vice versa?
American smokers tend to look for boldness, variety, and brand storytelling. They’re very open to trying new blends, new vitolas, and limited releases. There’s also a strong connection between cigars and lifestyle in the U.S. — events, lounges, sports, music, and social settings play a big role.
European smokers often lean more toward tradition, subtlety, and ritual. They appreciate refined flavor profiles, consistency, and the slower, more contemplative side of cigar smoking. Packaging and presentation matter a lot in Europe as well — there’s a strong appreciation for craftsmanship and detail.
What’s interesting is that both markets are starting to overlap. Americans are becoming more refined in their palates, and Europeans are becoming more open to new-world blends and brand energy.
Is the premium cigar growing or shifting in the US right now, and what is driving that change?
It’s definitely shifting — and in many ways growing. We’re seeing a younger adult consumer come into the premium space, along with more lifestyle-driven marketing and social-media visibility. There’s also been a strong push toward boutique brands, limited runs, and collaborations, which keeps the market dynamic.
At the same time, consumers are becoming more educated. They want to know where the tobacco comes from, who blended it, and what makes it unique. So quality and authenticity matter more than ever. The brands that win right now are the ones that can deliver a great product while also telling a compelling story.
Are there rituals or habits around cigars in America that you think Europeans would love if they discovered them?
American cigar culture is very social. There’s a strong tradition of cigar lounges, pairing nights, and celebratory smoking — after a big deal, at a sporting event, or during a night out with friends. That communal energy is something Europeans tend to enjoy when they experience it in the U.S. On the flip side, Americans could learn from Europe’s slower, more deliberate approach to smoking. Europe treats cigars almost like wine — something to savor without rushing. When you blend those two mindsets together, you get a really complete cigar experience.
Which market feels more like home to the brand — and which one still excites you the most?
The U.S. is home in many ways because it’s where the brand’s cultural identity resonates strongly and where we’ve built a loyal following. But Escobar Cigars has always been designed as a global brand, not just an American one.
Europe is incredibly exciting for us right now. The appreciation for craftsmanship, the growth of high-end lounges, and the openness to new premium brands make it a very dynamic market. We see ourselves moving fluidly between both worlds — rooted in the U.S., but with a strong and growing presence internationally.
Part 3 – Expansion & Brand Story
When you decide to enter a new market, what does that process actually look like behind the scenes?
Entering a new market in the cigar world is a carefully guided process. It’s a niche industry where manufacturers often share insights and recommend trusted distributors — this is usually the first step. Once contact is established, discussions focus on the product itself, its story, and the reliability of the manufacturer. Having the AJ Fernández trademark behind us adds confidence at the final stage: placing orders and building lasting partnerships.
How do you make sure that a consumer in Switzerland experiences the same brand as a consumer in Miami?
The quality and consistency of our products ensure that every customer enjoys the same experience and level of satisfaction.
What is the story you most want people to know about Escobar Cigars — the one that rarely gets told?
First of all, we like to clarify a common question — we have absolutely no connection or ties to the Escobar family (laughs).
The story people rarely hear is how Daniel Ewané and I, Takizala Kahuit, became Brand Ambassadors for Europe and Africa. Right after the COVID lockdowns, Daniel simply reached out to Escobar Cigars US on Instagram. What started as a message turned into a Zoom call, and then into a series of very natural conversations. Just three weeks later, we were signing our contract.
It happened quickly, but it felt authentic — a relationship built on shared vision, passion for cigars, and mutual trust from day one.
Who is the Escobar Cigars consumer — and has that person surprised you along the way?
The Escobar Cigars consumer is typically a modern aficionado — someone who appreciates quality, strong branding, and a distinctive experience. They are confident, curious, and open to discovering new premium offerings beyond traditional expectations.
What has surprised me the most is the diversity of our audience. Our consumers come from different backgrounds, generations, and cultures, yet they all connect through the same appreciation for craftsmanship, lifestyle, and authenticity.
Are there markets in Europe you are eyeing next, and what makes them interesting to you?
To be completely honest, every European market interests us — and we believe any serious brand would say the same. Our priority is to find reliable and consistent partners who share our long-term vision and commitment to quality. Sweden could very well be one of our next steps, as it represents a mature and discerning premium market.
Part 4 – Regulatory Challenges
When a smoker picks up an Escobar cigar, they have no idea what it took to get it there legally — can you give them a sense of that journey?
When a smoker picks up an Escobar Cigar, they usually don’t realize the full journey behind it. From sourcing the finest tobaccos, ensuring consistent quality, navigating strict international regulations, to working with trusted distributors — every step is carefully managed to deliver a legal, authentic, and premium product. It’s a complex process, but it ensures that what reaches the consumer is not only exceptional in taste but also fully compliant and reliable.
Have regulations ever forced you to make changes that you felt compromised the way the brand tells its story?
We adapt to regulations by working closely with our importers, distributors, and retailers. This approach allows us to maintain our reputation while still delivering an authentic brand story and experience to our consumers.
How do you keep a premium brand feeling premium when packaging laws push everything toward plain and uniform?
Product quality is what truly defines a premium brand. A cigar must meet the highest standards, and our manufacturer ensures consistent excellence with every stick. Packaging can support marketing, but ultimately, it’s the quality of the cigar itself that remains the key driver of success.
Is there a regulation that genuinely frustrates you — one that you think actually hurts the consumer experience?
In an ideal world, there would be no import or export taxes (laughs)… More seriously, we operate in a highly regulated market and must fully comply with all rules. While some regulations can feel restrictive, they ensure the product reaches consumers safely and legally, which ultimately protects the brand and the experience we deliver.
Do you worry that tightening regulation could eventually make cigars like yours inaccessible or invisible in Europe?
Regulations are a challenge, but by working closely with trusted partners, we ensure our cigars remain accessible and visible. Quality, authenticity, and brand experience keep aficionados seeking Escobar Cigars, regardless of the rules.
Part 5 – America vs. Europe: Laws & Consumer Culture
If you put a cigar smoker from New York and one from London in a room together — where do they agree, and where do they completely disagree?
What they share in common is undoubtedly their passion for cigars. As for disagreement, it mainly comes down to personal choices in blends, reflecting different tastes and perceptions.
What can you do to market and communicate in the US that you simply cannot do in Europe — and what does that mean for how you connect with consumers?
In the United States, marketing and communication can be much more direct and experience-focused. Events, tastings, and in-person activations allow consumers to engage with the brand and its story, which is often limited in Europe due to stricter advertising and packaging regulations. In Switzerland, we are working to adopt a similar approach.
This means that in Europe, connecting with consumers relies more on trusted partners, carefully curated in-store experiences, and word-of-mouth among aficionados. We focus on creating authentic touchpoints that convey the brand’s quality and story, even when traditional marketing channels are limited.
How do health warning requirements and plain packaging laws in Europe affect the first impression a consumer gets of your product?
Consumers have come to accept that health warnings are part of the process, and it doesn’t really affect their consumption or willingness to purchase cigars. However, the new regulation in Belgium, which prohibits direct access to the humidor, forces customers to request their cigars from the retailer, limiting the opportunity to physically discover new vitolas.
Does the price a European consumer pays for an Escobar cigar reflect the product — or does it reflect the regulatory system around it?
What is the actual share of taxes in the price of an Escobar Cigar sold in stores? In practice, this question matters little to consumers, who are willing to invest in the unique experience an Escobar offers. This naturally raises another question: what justifies the very high prices of Cuban cigars on the market? We would like to point out, however, that our prices remain competitive and in line with current market trends.
Is the cigar a lifestyle symbol in both markets, or does it carry a different cultural meaning depending on which side of the Atlantic you are on?
Cigar aficionados have long moved beyond this cliché. We meet enthusiasts from all backgrounds and social classes. Looking back at the history and origins of the cigar, it’s clear that the deliberate association of cigars with prestige was linked to their rarity and the desire to create an exclusive image, enhancing both their status and the pleasure of enjoying them.
Which market gives you more creative freedom to tell the Escobar story — and how do you compensate in the one that does not?
We apply the same policy and approach across all the markets where we are present. The strategy we develop in advance allows us to anticipate changes specific to each region and to adjust it according to consumer habits and behaviors.
If both markets moved toward the same regulatory framework tomorrow — which direction would you hope they moved in, and why?
Let’s not give the regulators any ideas laughs…
Part 6 – The Consumer Experience
Walk us through the perfect Escobar Cigars moment — the setting, the cigar, the occasion. What does it look like?
The perfect Escobar Cigars moment is about more than just the cigar — it’s the full experience. Imagine a relaxed evening, perhaps on a terrace or in a premium cigar lounge, surrounded by friends or fellow enthusiasts. You light up a well-aged Escobar, savoring the complexity of the blend, the aromas, and the craftsmanship in every draw. It’s a moment of pause, conversation, and connection — an experience that celebrates quality, sophistication, and the art of enjoying a cigar.
A first-time premium cigar smoker picks up an Escobar cigar — what do you want them to notice, feel, and think?
For a first-time smoker, we want them to notice the craftsmanship, feel the pleasure in every draw, and realize that an Escobar isn’t just a cigar — it’s a premium experience of flavor, tradition, and sophistication.
What is the one thing that separates someone who enjoys a cigar from someone who truly appreciates one?
The difference lies in attention and intention. Someone who enjoys a cigar is savoring the moment, but someone who truly appreciates a cigar understands its craftsmanship, the complexity of its blend, and the story behind it. True appreciation comes from noticing the details, respecting the process, and connecting with the experience on a deeper level.
How do you recommend a consumer approaches a new cigar they have never tried before — what should they pay attention to?
When approaching a new cigar, I recommend taking it slow and paying attention to every aspect. Notice the aroma of the wrapper before lighting, feel the texture of the leaf, and observe the construction. Once lit, focus on the draw, the burn, and the evolving flavors. Every cigar tells a story — by paying attention to these details, you can truly appreciate its craftsmanship, complexity, and character.
For the reader who wants to explore more about premium cigars, brands, and the culture behind them — where would you point them?
For anyone looking to explore more about premium cigars, Escobar Cigars, and the culture behind them, I would point them to our official website and social media channels. There, they can find detailed information about our blends, brand stories, upcoming events, and exclusive content that offers a deeper look into the world of premium cigars. It’s the best way to connect with the brand and stay updated on everything Escobar.
If you could say one thing directly to the person holding an Escobar cigar right now — what would it be?
Escobarement votre! In French.
After interview I find myself thinking. What if the energy spent on compliance and defending the right to exist could go into building instead. More people discovering premium cigars. More retailers carrying them. More demand reaching back all the way to the factory floor. Real jobs, on both ends. In the shops of Europe and in the hands of the rollers who craft every single cigar. It is just my thoughts speculating about what could happen — but it is hard not to think about it. A little less regulation, less increased taxes and fees would perhaps increase job opportunities, reduce unemployment and increase tax revenue through more job opportunities.
I am incredibly grateful for the help and opportunity from the entire Escobar team. Your work is not only an asset to Escobar cigars but also to everyone who gets the opportunity to let go of the worries of the world through a sensory Gormeian experience.
Read More about Escobar Cigars
Want to explore Escobar Cigars further? Read our reviews and interview with David co owner and founder:
