Out of the Humidor: Room101

The premium-cigar industry is a pretty traditional one; one that has deep roots often through many generations each passing along the family’s traditions and philosophies.  Often time, new cigar brands are launched trying to mimic these time honored brands and legacies, but without that true lineage and passion, the “Don Nobodies” (as we affectionately call them in “the biz”) fade out quickly.  However once in a while, a brand pops up with the balls to be different; to push the envelope in new directions that our industry isn’t used to.  They’re not posers, in Guayaberas and straw hats standing in a tobacco field or smelling curing leaves in an ad campaign.  They’re authentically themselves, drawing on their own lineage, traditions and philosophies for inspiration and ultimately securing a place in the time-honored premium tobacco field of fame.  Drew Estate and CAO were pioneers for the premium cigar business in thinking outside of the box during the 1990’s. Tatuaje’s Pete Johnson and Illusione’s Dion Giolito also found their own style of doing things in the 2000’s that the industry didn’t just flat out reject, but rather embrace.  And each one of these companies has done something different than the other.  There are others.  But NOT many.

Mr. Booth explains his products as “designs that will stand the test of time” and assures that there is “something for everyone” within his product range.  The “everyone” – those who enjoy the Room101 collection as well as those who share their interest via Booth’s incredible social network – are affectionately known as “The Conspiracy”.  And the funny thing is, like it or not- you just became a part of it.