A culture of intimate conversation

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.