Burning

ONE-ON-ONE WITH ROCKY PATEL: LUXURY CIGARS AND THEIR CREATOR’S CONTAGIOUS PASSION – AN INTIMATE EXPLORATION OF HIS RISKY TOBACCO JOURNEY, LIFE STORY, AND ARTISTRY

INTERVIEW BY LINCOLN SALAZAR

Rocky Patel has been among the biggest names in the New World cigar market. Tempted by the mid-90s cigar boom and a fateful investment in a Honduras cigar factory, Rocky Patel, an esteemed entertainment lawyer, reshaped his destiny and placed him at the epicenter of the dynamic world of luxury cigars.

Seated across from Rocky Patel, his aura of camaraderie, passion, and luxury is as apparent as the distinctive aroma of his cigars. His journey into the tobacco world wasn’t just a recreational diversion but a risk-fraught adventure driven by a deep-rooted passion. Patel’s cigars, like his intriguing life story, blend layers of nuance and complexity – a testament to aspiration, adversity, and determination. To Patel, the beauty of a cigar lies in its ability to bring people together, create connections, and become a form of meditation.

To Patel, the beauty of a cigar lies in its ability to bring people together, create connections, and become a form of meditation.

Lincoln Salazar: Let’s take a minute to start at the very beginning. What was the first cigar you smoked before entering the business?

Rocky Patel: My first was a Macanudo Rothschild, popular at the time. However, I aimed for richer, more complex blends with Indian Tabac Super Forte, offering unique flavors and box- pressed shapes. Transitioning to the vintage line, we secured aged wrappers, setting us apart.

LS: We both have a love for what we do. To someone who is just discovering Rocky Patel, how did your journey in the premium cigar industry start, and what steered your evolution into one of the world’s most sought-after renowned luxury brands?

RP: I was a Los Angeles attorney in the entertainment industry. The Grand Havana Room opened next to my office, sparking my interest in cigars. After investing in Indian Tabak, I took over the struggling company. Recognizing a need for richer, more complex blends, I focused on quality control and innovation, creating unique presentations. Traveling extensively, I connected with consumers and retailers, building confidence in our brand.

Despite skeptics, I delved into the complexities of tobacco, spending years in Nicaragua, Honduras, and the Dominican Republic. I moved to Naples, Florida, starting with a small team. Initially outsourcing production, I observed inconsistency and realized success required complete control and vertical integration.

Transitioning from Indian Tabac to Rocky Patel, we launched the vintage line, starting with the 1990 vintage. The distinctive flavor profiles of the “Edge” series challenged industry norms and became a success. From an initial 100,000 cigars, last year’s production grew to 36 million. Now in my 26th year, fostering relationships and emphasizing strict quality control

to establish Rocky Patel Cigars.

LS: We spoke briefly about obstacles to entering the premium cigar market; given its generational traditions, what were the most significant challenges to overcome?

RP: Respect was crucial. Gaining trust from manufacturers and growers, especially with established families, was challenging. Obtaining quality tobacco was difficult due to existing supply agreements. The industry witnessed many brands during the boom, but most failed. I worked hard to assure them I was here to stay, overcoming challenges of

credit and proving my commitment to quality.

LS: Was there a pivotal moment, where you knew you had overcome those early obstacles and genuinely earned the industry’s trust?

RP: The pivotal moment was the relationship with the Plasencia family, especially UST (US Tobacco). I visited numerous factories, and when I saw UST’s struggle, I proposed using their vast tobacco resources to create unique vintage cigars. They granted me unprecedented control within their factory. The success with UST opened doors with the Plasencia family, known for their Cuban seed tobacco. I convinced them to let me transform an empty building into a factory within their factory, implementing strict quality controls and aging practices. The success of brands like “The Edge” and “Decade” solidified their trust over a

challenging decade.

LS: Maintaining an ethos of respect and quality, what key challenges and fears did you have when entering this niche market?

RP: Initially, it gained respect from fellow manufacturers and growers. It took years to build trust, but eventually, I earned respect from my peers and consumers through consistent quality. My involvement in fighting FDA regulations also became a significant concern. I spent time in Washington, DC, leading the charge against regulations that threatened to wipe out 80% of the industry. Three successful lawsuits against the FDA eventually secured our victory, allowing us to continue the premium cigar tradition.

LS: It’s not just about the artistry. For those unfamiliar with FDA regulations, would you mind sharing more about navigating those challenges and the impact they had on your business?

RP: I dedicated considerable time and effort to fight against FDA regulations. We filed three lawsuits, challenging warning stickers that would harm our packaging, restrictions on new blends, and overreaching regulations. The judge ruled in our favor each time, emphasizing that premium cigars differ from cigarettes and should be regulated differently. This effort, coupled with years spent building the brand, brought me respect from the industry.

LS: Let’s take a moment to discuss the Plasencia family and its role in shaping your legacy. How did you initiate contact with the Plasencia family and what obstacles did you encounter?

RP: Initially, it was with UST, not the Plasencia’s. I approached UST, struggling with premium cigars, and proposed using their aged tobacco resources. I promised to implement time-consuming practices—curing, fermenting, and aging the tobacco with strict quality controls. Initially, they resisted due to the time and cost involved. Building on this, I approached them again, convincing them of my vision to turn their empty building into a thriving factory. They eventually allowed me to create my factory within theirs, marking the beginning of my vintage line success. There were disagreements, however, the success of the brands and the growing demand gradually earned their trust over a decade and in the end, they saw the value and believed in my approach. The success of brands like “The Edge” and “Decade” convinced them of my dedication to quality.

LS: Establishing your factory within the Plasencia family’s facility must have encountered obstacles.

RP: It wasn’t easy. I promised to implement time-consuming practices—curing, fermenting, and aging the tobacco with strict quality controls. Initially, they resisted due to the time and cost involved. However, the success of the brands and the growing demand gradually earned their trust over a decade. There were disagreements, but in the end, they saw the value and believed in my approach.

LS: Reflecting on your 60th birthday cigar release, could you have imagined Rocky Patel becoming a luxury and lifestyle brand?

RP: Looking back at my 26-year journey in the industry, the brand has exceeded my expectations. From the early struggles to establishing a reputation for quality, Rocky Patel is now not just a cigar brand but a luxury and lifestyle brand. The diverse taste profiles, attention to construction, and global success have made it a fulfilling journey.

LS: Fast-forwarding to the present and looking ahead to the future.

RP: Well, it’s been a fun journey. A tough one, for sure. I dreamt about becoming one of the top brands in the world, having the opportunity to create unique projects like the 60, Age Limited and Rare, and the upcoming Conviction. These are pet projects, and it’s a joy to explore them. Blending is my favorite part of the industry, and I do all the blending myself, like being a chef creating cool new dishes.

LS: We can all appreciate your attention to detail and personal touch; even amidst the expansive growth of your business, you’re still hands-on from start to finish. Let’s touch on distribution. Currently, how many stores carry Rocky Patel cigars, and what’s your global production volume?

RP: We’re in around 3,000 key U.S. stores and 89 countries worldwide. Last year, we produced about 36 million cigars, with a backlog of about 4.5-5 million due to high demand. The international market is thriving, particularly with the growing appreciation for New World cigars.

LS: Why do you think the New World cigars, especially in Europe, are gaining popularity over Cuban cigars?

RP: New World cigars offer better construction and quality than Cuban cigars. The attention to detail in curing, fermenting, and aging tobacco results in a better draw and construction. Cuban cigars are inconsistent, outrageously expensive, and lack diversity in taste profiles. New World cigars, including my brand, provide a more diverse and complex flavor experience, making them more sought after by consumers.

LS: Conviction is your new $100 cigar. What inspired this project?

RP: Conviction is a unique and special project. We wanted to create something that screams luxury lifestyle from the packaging to the smoking experience. The packaging is elegant, reminiscent of brands like Louis Vuitton. The cigar, with a beautiful golden square tube and an elegant olive wrapper, offers notes of sweetness, complexity, and balance. It took two years to blend, and we’re very proud to bring it to market, positioning it in the luxury lifestyle space alongside projects like the 60 and White Label. We aim to showcase the dedication and years of work that go into securing, curing, fermenting, and aging these rare tobaccos by presenting them in luxury lifestyle packaging.

LS: How long did it take to develop Conviction?
RP: Conviction took two years to blend, and we had difficulty choosing between two blends, one round and one box-pressed because both were

exceptional. We’re excited about Conviction and believe it will be something special.

When I’m creating a blend, I ensure that I roll all the cigars in a toro size to taste them. I personally pick the bales, aiming to find the oldest bales in the tobacco. Our farms in Esteli, Condega, Estrada, and Honduras allow us to stockpile over $30 million worth of tobacco, providing a variety of diverse tobaccos from different countries. This vast selection allows me to create unique and diverse taste profiles, ranging from mild to full-bodied cigars.

LS: In the world of premium cigars, with their rich and intricate flavors, how do you approach your creative process to capture the complexity and ensure the experience for even the most discerning cigar aficionados?

RP: I experiment with different priming, fillers, binders, and occasionally wrappers to develop a complex flavor profile with sweetness, lingering spice, and overall balance. I seek layers of complexity, similar to my preferences in wines like Brunello and Super Tuscan wines. The goal is to create cigars that are easy to smoke, enjoyable through the mouth and nose, and offer a balanced and complex experience.

LS: In premium cigar craftsmanship – a field filled with tradition but primed for innovation – how do you tune your personal ethos and embed it within each creation?

RP: The beauty of a cigar, first and foremost, is that it brings people together, fostering camaraderie regardless of background or occupation. It provides a unique opportunity for socializing, allowing conversations about life, experiences, family, and more. Smoking a cigar becomes a form of meditation, cutting out distractions and providing a peaceful moment. When you meet a fellow cigar smoker, an instant connection is formed, turning strangers into friends.