InterTabac 24 exclusive: Cigars for me, bourbon for you - A conversation with Steve Saka, the master of nonchalance

The interview with Steve Saka was a real rollercoaster ride, and I'm not sure I'll ever be able to stop laughing again. It felt like I'd landed in the middle of one of those legendary Steve Saka shows that every cigar lover wants to experience at some point - or maybe not. „Would you like something, Oliver?“ he began the conversation politely. „I'd have a bourbon,“ was my reply. And that was the beginning of the end of my planned questions.

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The author behind these articles is Oliver - survivalist, winter griller, TV fuzzie from Bonn. He constantly fails at trying to stay sporty, loves cigars, rock'n'roll, barbecues, bad jokes and single malt whisky. He is now too old to grow up.

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At the table with Steve: cigars, anecdotes and blunt questions

Steve, being who he is, responded directly: „The whole thing? Yeah, do what you do,“ he said as I put a glass down for him. But it was already clear: all the man needs is cigars, bourbon and an audience, and he's already bubbling over.

„Are you drinking or are you quitting?“ he asked me in the middle of the conversation, out of context, and I had to smile. „For 24 years,“ I said. But Steve didn't let that stop him from continuing to philosophise about cigars as if they were the centre of the universe - which, in his world, they probably are.

Steve on Dortmund and cigars: Revolutionary lazy and successful

And then, when he talked about his InterTabac visits: „I'm coming to the most beautiful part of Germany - Dortmund!“ Yes, he really said that while I was trying not to choke on my cigar. „This is my only experience in Germany,“ he added, as if it was a traveller's dream come true.

His approach to business? Unconventional. Revolutionary. And at the same time so wonderfully lazy. „I do very little work,“ he admitted openly. „I come to hang out, smoke and drink a bit.“ If I'm honest, that put me at ease. A man who understood how to enjoy life and be successful at the same time.

On the left: Brulee Blue and to the right the upcoming Overseas No.1.

The CEO without a goal: Steve's simple but successful cigar philosophy

„But what is your goal?“ I asked, hoping to get a classic entrepreneurial answer. „There is no goal,“ he replied. Of course there isn't. Goals are overrated, especially when you're stuck in Dortmund enjoying a bourbon and cigars.

The conversation continued, and at some point Steve confessed: „I don't know who our international customers are either.“ Wonderful. A CEO who has no idea who buys his product and is as happy as if he had found the holy grail. „I only focus on tobacco,“ he said, and he meant it.

His business model is simple: he produces cigars that are he likes. Full stop. If you like his cigars, fine. If not, tough luck. „I make cigars for one person, and that's me,“ he said, raising his cigar triumphantly in the air. Who would have thought that such a simple philosophy could be so successful? „I smoke 8 to 10 cigars a day, so I know what I like,“ he explained, as if this were a scientific basis for product development.

Cigars without marketing: Steve relies on quality instead of big words

In between, he chatted a little about his travels - or lack thereof. „I always tell myself I'll stay a week or two longer to get around a bit, but I never make it,“ he confessed. For him, Germany is limited to the exhibition halls in Dortmund. Frankfurt? Berlin? Not a chance. But he knows the Netherlands well. „I almost always fly to Amsterdam,“ he said, as if that explained everything.

When the conversation turned to the international markets, his honesty surprised me again. „I have no idea who buys our cigars.“ It didn't seem to bother him much. Steve lives by the motto: „If the cigar is good, people will find it on their own.“ No marketing talk, no sales puffery, just pure passion for tobacco.

On the ‚fat arse‘ to success: Steve's relaxed path through the world of cigars

His relaxed approach was evident throughout the conversation. „We have a very small stand here,“ he said proudly. „So I can sit on my fat arse for three days.“ He said this while taking a pleasurable drag on his cigar and offering me another bourbon. I couldn't help but laugh out loud. Here was a man who had mastered the world of cigars with an unrivalled blend of expertise and nonchalance.

„That's what you do when you're old and lazy,“ he added, as if he had just transferred the wisdom of old age to me. „I hope to get there one day,“ I replied, and I really meant it. Who doesn't want to reach the point one day where you can sit back and relax in Dortmund while business takes care of itself?

With Steve Saka on enjoyment and unconventionality

At the end of the interview he me„Don't you want to talk about our products?“ I hesitated because I knew that would mean the conversation could go on for another hour. „Not really,“ I admitted. But Steve didn't let up. He talked about his blends as if he was telling me the secret of eternal youth.

„I don't care whether the cigar costs 9 or 17 dollars,“ he said, „as long as it tastes good.“ And that was probably the quintessence of our conversation: Steve Saka does what he likes. And if you like it too, then you'll love his cigars. If not? Well, tough luck, as mentioned earlier.

When the interview - or rather, the Steve Saka show - finally came to an end, I thanked Steve. „That was funny,“ I said, and he agreed: „Hell yeah!“ A conversation with Steve Saka is like one of his cigars: it unfolds slowly, it smokes beautifully and leaves a lasting impression. I hope to meet him again next year in Dortmund - if he doesn't run off straight to Amsterdam again.

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Resources on the topic and buying cigars

Info about Steve Saka cigars

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