A culture of intimate conversation<\/p>\n
Chisato Hara, Contributor, Jakarta<\/p>\n
'A cigar is conversation.' So says Yadie Dayana, manager of
\nthe Club Macanudo Cigar Divan and Bar at the Shangri-La Hotel.<\/p>\n
Operated by Swedish Match, a leading manufacturer and
\ndistributor of premium and mass-market cigars, the Macanudo is
\none of fine cigar lounges selling premium cigars in the United
\nStates. The Jakarta outlet is only the second to open in the
\nworld, with the first outlet located in New York.<\/p>\n
Specializing in non-Cuban cigars -- mostly brands from the
\nDominican Republic -- Club Macanudo also stocks the most popular
\nCubans among cigar aficionados.<\/p>\n
Boasting the largest selection of cigars in Indonesia,
\nincluding brands from the Honduras, Switzerland, Holland and
\nIndonesia, the divan is also equipped with the largest walk-in
\nhumidor in the country to retain the bouquet of flavors and
\naromas unique to each brand and vintage.<\/p>\n
The divan is fitted with comfortable, leather couches and a
\nbar offering single malt whiskies, cognacs, sherries, ports and
\nwines carefully selected to accompany and to enhance a customer's
\nsmoking pleasure.<\/p>\n
As Yadie explains, a cigar is not simply a symbol of high
\nliving, but a culture that promotes the intimacy of interpersonal
\nrelationships and relaxation, with an exclusivity stemming from a
\ncommunity of friends that take delight in good food, wine and
\nconversation.<\/p>\n
Staffed with cigar consultants who assist customers in
\nselecting the evening's smoke in accordance with their individual
\ntastes and moods, Club Macanudo's promotional campaigns emphasize
\ncigar education, or initiation, if you will, into appreciating
\nthis exclusive, yet informal, cigar culture.<\/p>\n
Part of this educational approach is reflected in the range of
\ncigars Club Macanudo offers, from low-to high-end cigars to cater
\nto novice smokers to the seasoned aficionado.<\/p>\n
With an established customer base among the 35 to 60 age
\ngroup, this trend is expanding to incorporate young professionals
\nof the 28 to 35 age group, who are keen to create a lifestyle
\nthat expresses their success, confidence and individuality. While
\nmen obviously comprise the bulk of customers stopping by for a
\ngood smoke to end the day, women are also beginning to sample the
\ncigar culture. Targeting the A-level niche market, which
\ncomprises about 80 percent of cigar smokers, the B market claims
\na solid 20 percent and is expanding.<\/p>\n
Club Macanudo distributes cigars to select restaurants,
\nhotels, cafes, clubs and bars across the capital, which is
\ncurrently the largest market for cigars. Following close behind
\nis Bali, while Bandung and Surabaya are emerging slowly as new
\nmarkets. On the whole, the Indonesian cigar market is growing at
\na steady 15 percent to 20 percent annually, and indicates
\npotential for long-term growth.<\/p>\n
While the market is promising, there is something wanting in
\nthe loose duty regulations that make it possible for parallel
\nimporters to purchase duty-free cigars abroad and resell them at
\na low, untaxed price. However, buying cigars through such
\nunauthorized dealers leaves customers with no guarantee as to the
\nproduct quality -- for example, if they are not stored in a
\nhumidor -- nor the product knowledge of the dealer.<\/p>\n
Aside from Club Macanudo, the only other licensed cigar
\ndistributor in Indonesia is Hong Kong-based Pacific Cigar, which
\nspecializes in Cubans, particularly the famed Habanos brand.<\/p>\n
There are actually very few countries that produce cigar
\ntobacco, with the majority located in the West Indies and Latin
\nAmerica. Brazil and the U.S. also produce tobacco, but in Asia,
\nquality tobacco is only produced in the Philippines and
\nIndonesia. Indonesian tobacco is known as one of the best in the
\nworld, known for its light and spicy flavor.<\/p>\n
Spreading the world of the cigar is an exercise in patience
\nand dedication, and Club Macanudo holds cigar appreciation
\nevenings, cigar socialization events and others at select venues
\nthat stock its products, averaging about two to three events
\nmonthly. It also participates in social corporate gatherings --
\nwhether at an external location or at its divan -- private
\ngatherings and sponsors golf tournaments, all the while with a
\nfocus to cultivate the personal connection of a shared smoke.<\/p>\n
As Yadie says, all of Club Macanudo's customers are regulars
\n-- and friends, as is evident in how he greets each by name as
\nthey walk through the door.<\/p>\n
Indonesians and expatriates alike step into Yadie's parlor --
\nopen from 10 a.m. to 12 a.m. -- as much for the cigars as for the
\nambience of relaxed camaraderie. To encourage this bond, Club
\nMacanudo is launching a membership campaign in January, inclusive
\nof its new Cigar Society newsletter, special members prices for
\nselect cigars and member events throughout the year at varying
\nlocales such as The Park Lane's Riva restaurant, The Regent Steak
\nHouse and the Shangri-La's very own Margaux. It also has plans
\nfor joint events with food and wine societies.<\/p>\n
Although cigars are generally equated with the rich, famous
\nand powerful, this image is giving way to one that does not so
\nmuch emphasize social stature, but a way of life or, more
\nspecifically, an approach to enjoying a life of personal
\nconnections.<\/p>\n
With such occasions for conversation to look forward to, it
\nappears the hitherto exclusive cigar market will continue to grow
\ninto an inclusive community of those who appreciate the good life
\nand all it has to offer.<\/p>",
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