InterTabac 24 exclusive: The monster in the portfolio - Pete Johnson on limited editions and market trends
So here I sit at the end of InterTabac with Pete Johnson from Tatuaje Cigars and My Father Cigars. It's been a long day of conversation, cigars and an endless array of flavors. Actually, I just wanted to ask Pete a simple question: "Pete, what's going on with you right now?" He leans back and relaxes, grins and says: "Well, there are those core products, of course. You know, without the core line, I might as well just do limited editions. But the core products are the backbone."
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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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Some people just don't like Connecticut Broadleaf
He continues, while I keep pulling on my cigar: "The RC series, for example, is doing really well for us. But we don't make them for the USA, we make them for the international market. There are different tastes in different countries, you know? Some people just don't like Connecticut Broadleaf. I've noticed that especially in the UK. They want something more like a dark Habano or Corojo, because Broadleaf is too aggressive for them."
"Interesting," I say and nod. "But you love Broadleaf, don't you?"
"Oh yes, absolutely! But as I said, it depends on the market. For the UK, I'm thinking about changing the portfolio a bit. The Fausto range is doing great in the USA, but elsewhere, well, I'll have to see what goes down better."
Germany is sometimes a mystery
I ask him what the German market is like. Pete scratches his head and laughs. "Germany, yes... it's a mystery sometimes. But Italy, they love starch! It's probably because of their preference for Toscano cigars. They like it strong. But I want to develop products that American smokers will also find exciting when traveling in Europe. A little something they can't get at home."
The time flies by and Pete talks about all the small adjustments he makes to his portfolio to meet demand in different countries. "The Tatuaje Monster series, for example," he says, "that went like crazy in the USA. But for the international market, I want to do something similar that appeals to people there. Maybe a special monster series just for Europe."
"And how are things going at InterTabac this year?" I ask, curious about his experiences. Pete beams. "Very successful! It was really informative to see which products are doing well and which are not. It's always a learning experience. Sometimes it surprises me what people love in one country and doesn't go down so well in another. I've picked up lots of new ideas here that I'll take home with me."
We do it all for you cigar lovers
We end our conversation with a hearty handshake. "Anything else you'd like to add?" I ask at the end.
"Just a huge thank you to everyone who supports our cigars. Without the feedback from international smokers, we wouldn't be able to respond so flexibly to different tastes. We do it all for you, the cigar lovers, and we listen carefully to what you want."
With these words I say goodbye to Pete, my cigar is almost burnt down by now. Pete has given me a private blend, 300 of which he had made in Miami for private occasions. Very smooth, sweet and mild - unusual for Tatuaje.
A successful day with interesting insights.
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