A culture of intimate conversation

Chisato Hara, Contributor, Jakarta

'A cigar is conversation.' So says Yadie Dayana, manager of the Club Macanudo Cigar Divan and Bar at the Shangri-La Hotel.

Operated by Swedish Match, a leading manufacturer and distributor of premium and mass-market cigars, the Macanudo is one of fine cigar lounges selling premium cigars in the United States. The Jakarta outlet is only the second to open in the world, with the first outlet located in New York.

Specializing in non-Cuban cigars -- mostly brands from the Dominican Republic -- Club Macanudo also stocks the most popular Cubans among cigar aficionados.

Boasting the largest selection of cigars in Indonesia, including brands from the Honduras, Switzerland, Holland and Indonesia, the divan is also equipped with the largest walk-in humidor in the country to retain the bouquet of flavors and aromas unique to each brand and vintage.

The divan is fitted with comfortable, leather couches and a bar offering single malt whiskies, cognacs, sherries, ports and wines carefully selected to accompany and to enhance a customer's smoking pleasure.

As Yadie explains, a cigar is not simply a symbol of high living, but a culture that promotes the intimacy of interpersonal relationships and relaxation, with an exclusivity stemming from a community of friends that take delight in good food, wine and conversation.

Staffed with cigar consultants who assist customers in selecting the evening's smoke in accordance with their individual tastes and moods, Club Macanudo's promotional campaigns emphasize cigar education, or initiation, if you will, into appreciating this exclusive, yet informal, cigar culture.

Part of this educational approach is reflected in the range of cigars Club Macanudo offers, from low-to high-end cigars to cater to novice smokers to the seasoned aficionado.

With an established customer base among the 35 to 60 age group, this trend is expanding to incorporate young professionals of the 28 to 35 age group, who are keen to create a lifestyle that expresses their success, confidence and individuality. While men obviously comprise the bulk of customers stopping by for a good smoke to end the day, women are also beginning to sample the cigar culture. Targeting the A-level niche market, which comprises about 80 percent of cigar smokers, the B market claims a solid 20 percent and is expanding.

Club Macanudo distributes cigars to select restaurants, hotels, cafes, clubs and bars across the capital, which is currently the largest market for cigars. Following close behind is Bali, while Bandung and Surabaya are emerging slowly as new markets. On the whole, the Indonesian cigar market is growing at a steady 15 percent to 20 percent annually, and indicates potential for long-term growth.

While the market is promising, there is something wanting in the loose duty regulations that make it possible for parallel importers to purchase duty-free cigars abroad and resell them at a low, untaxed price. However, buying cigars through such unauthorized dealers leaves customers with no guarantee as to the product quality -- for example, if they are not stored in a humidor -- nor the product knowledge of the dealer.

Aside from Club Macanudo, the only other licensed cigar distributor in Indonesia is Hong Kong-based Pacific Cigar, which specializes in Cubans, particularly the famed Habanos brand.

There are actually very few countries that produce cigar tobacco, with the majority located in the West Indies and Latin America. Brazil and the U.S. also produce tobacco, but in Asia, quality tobacco is only produced in the Philippines and Indonesia. Indonesian tobacco is known as one of the best in the world, known for its light and spicy flavor.

Spreading the world of the cigar is an exercise in patience and dedication, and Club Macanudo holds cigar appreciation evenings, cigar socialization events and others at select venues that stock its products, averaging about two to three events monthly. It also participates in social corporate gatherings -- whether at an external location or at its divan -- private gatherings and sponsors golf tournaments, all the while with a focus to cultivate the personal connection of a shared smoke.

As Yadie says, all of Club Macanudo's customers are regulars -- and friends, as is evident in how he greets each by name as they walk through the door.

Indonesians and expatriates alike step into Yadie's parlor -- open from 10 a.m. to 12 a.m. -- as much for the cigars as for the ambience of relaxed camaraderie. To encourage this bond, Club Macanudo is launching a membership campaign in January, inclusive of its new Cigar Society newsletter, special members prices for select cigars and member events throughout the year at varying locales such as The Park Lane's Riva restaurant, The Regent Steak House and the Shangri-La's very own Margaux. It also has plans for joint events with food and wine societies.

Although cigars are generally equated with the rich, famous and powerful, this image is giving way to one that does not so much emphasize social stature, but a way of life or, more specifically, an approach to enjoying a life of personal connections.

With such occasions for conversation to look forward to, it appears the hitherto exclusive cigar market will continue to grow into an inclusive community of those who appreciate the good life and all it has to offer.