Lucrative business with unrivaled pleasure<\/p>\n
Mahendra Gautama, Contributor, Jakarta<\/p>\n
For aficionados, smoking a premium-brand cigar, accompanied by
\na quality alcoholic drink, is an experience of unrivaled
\nenjoyment that is hard to describe.<\/p>\n
Cigar smoking dates back centuries ago when Christopher
\nColumbus' crew introduced the Cubans' affection for cigars to the
\nSpanish people in the early part of the 16th century. Renowned
\nfigures like former British prime minister Sir Winston Churchill
\nand the late Italian painter Pablo Picasso were two
\nprominent people who smoked cigars.<\/p>\n
Previously, the profile of cigar smokers was one of middle-
\naged or slightly older successful men. Starting in the early
\n1990s the profile shifted to include metropolitan men, and even,
\nto a certain extent, women, in their early thirties. This
\nexclusive segment grew in number and became a "community" that
\nspurred the cult of cigar smoking and the establishment of cigar
\nlounges for them to get together.<\/p>\n
Special magazines related to the world of cigars, like Cigar
\nAficionado and Smoke, contributed to the forming of the cigar-
\nsmoking community and the related cult. Next to in-depth articles
\non quality cigars and cigar lounges, both magazines succeeded in
\nacquiring various celebrities, like Hollywood actors as well as
\nsportspeople, to promote and boost the image of cigars. Gala
\ndinners followed by gatherings in cigar lounges were not the only
\nmeans of promotion, which even included charity events plus
\nsubliminal advertising by having famous Hollywood actors depicted
\nin cigar-smoking scenes.<\/p>\n
Both magazines also changed the visual theme of cigar
\nadvertisements. When, decades ago, cigar manufacturers resorted
\nto naked or semi-naked women for their advertisements, and even
\nfor some of the packaging, the magazines depicted some of the
\nclassiest actresses and supermodels, minus the nudity. Instead,
\nthe ambience was of success, both in the visuals as well as the
\ncopy. Success was synonymous with cigar smoking, at least in the
\nperception of the advertisers. Names like Demi Moore, Linda
\nEvangelista and Laura Hutton are some of the endorsing Hollywood
\ncelebrities used in cigar marketing communications.<\/p>\n
The popularity of cigar smoking grew intensely and along with
\nit sales of cigars in the United States increased by 40 percent
\nalmost every year, starting from the early nineties. A number of
\nHollywood celebrities jumped on the bandwagon. Some, like Chuck
\nNorris and James Belushi, turned to the cigar business and became
\nowners of fast-selling brands, while Arnold Schwarzenegger and
\nTony Danza opened cigar lounges that were soon packed with
\ncustomers. The cult of cigar-smoking and all its paraphernalia
\nhas kept expanding ever since.<\/p>\n
Jakarta, as one metropolis, was included in this contagious
\ncult. Cigar lounges started to emerge and, like their
\ncounterparts in the United States and several European countries,
\nthe ones here offered coziness and the exclusive atmosphere that
\nfitted the specific lifestyle of consumers.<\/p>\n
Cognac and Cigar Lounge at the Dharmawangsa hotel, in its
\nBimasena Club, South Jakarta, is one example. Its spaciousness
\nand the view of the swimming pool and gardens from its lounge are
\nsome plus points for cigar aficionados that crave a relaxed
\natmosphere enhanced by the exclusivity of a star-rated hotel.<\/p>\n
Other luxurious cigar lounges in five-star hotels in the city
\nare The Cellar at the Regent Hotel, La Casa del Habano at Hotel
\nMandarin and Borobudur Gourmet Cigar Bar and Patisserie at Hotel
\nBorobudur. For those preferring a cigar lounge with different
\nsurroundings and atmosphere, there is Cuba Libre Bar and Cigar
\nLounge, located in a building reminiscent of colonial times on
\nJl. Veteran, Central Jakarta.<\/p>\n
Like all high-quality cigar lounges elsewhere in the world,
\nthose in Jakarta provide friendly and professional staff to serve
\ntheir esteemed clients and also assist beginners in different
\naspects of cigars. Various brands of cigar are available. Topping
\nthe list are Cuban cigars, perceived as the best worldwide, and
\nfamous for their smooth drag and the good taste that comes from
\nthe meticulous blending of a variety of spices, nuts, cedar and
\nleather. Among the numerous Cuban cigar brands, Romeo y Julieta
\nis often referred to as the most excellent Cuban cigar that money
\ncan buy. Other top Cuban brands on offer are Cohiba, Montecristo,
\nPartagas, Fonseca and H Upmann.<\/p>\n
Next on the best-seller list are cigars produced in the
\nrepublic of Dominica. Blended with nuts, cedar, leather and
\nchocolate, Dominican cigars characteristically have a smoother
\ndrag than their Cuban counterparts. Famous brands include Arturo,
\nFuente, Ashton, Avo, Cuesta Rey, Davidoff, Griffin and
\nLicenciados.<\/p>\n
Jamaican cigars are also the favorite of many around the
\nworld. Their smooth drag also carries a "grassy" taste. One of
\nJamaica's popular brands is Macanudo. Indonesia, as a tobacco-
\nproducing country, can also be proud now, as two of its quality
\nbrands, Premium and Dos Hermanos, have placed it on the world
\ncigar map, as well as winning the hearts of many.<\/p>\n
Just like any cult that spreads its contagiousness all over
\nthe globe, cigar lounges, including those in Jakarta, mostly rely
\non the most basic, yet effective, promotion method: Word of
\nmouth. Satisfied customers pampered by professional service,
\nsuperior ambience and the products offered by cigar lounges soon
\nturn inadvertently into the most trustworthy sales force. Of
\ncourse, conventional advertising, albeit limited in volume, is
\nused and well spent on lifestyle magazines that target the upper-
\nclass market. Although happy with the current trend, Jakarta
\ncigar lounge owners commented that in comparison with the
\nphenomenal cigar business, including lounges, in Europe, the
\nUnited States and several other countries, the business here is
\nstill quite small.<\/p>\n
One said the cult of cigar smoking had spread naturally and by
\nitself in this country, but consistent marketing efforts by cigar
\nlounge owners are needed to further its growth here. It is
\nalready a lucrative business, with everyone involved enjoying
\ngood profits. However, he added, the "enjoyment" as well as
\nreturns in running such a business will, in the near future, very
\nlikely be greater, just like the pleasure derived by cigar
\naficionados themselves.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/lucrative-business-with-unrivaled-pleasure-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}