Metallica. Smoke. Madness. - How Switzerland suddenly became the centre of the BLACKENED world

On 27 May 2026, Zurich shakes under the guitar riffs of Metallica. Tens of thousands of fans make a pilgrimage to the concert. Black shirts. Leather jackets. Anticipation. But the night before, something happens that will be talked about in the Swiss cigar world for years to come. Because on 26 May 2026, The Valley Lounge was transformed into a place where heavy metal, cigar culture and American whiskey collided head-on.

The documentary film is available in German and English.

Photos: Christian Schmid, FotoWerk 132

🇩🇪 4-minute documentary film - exceptional 🫪🎥😎

For German: If you don't have a YouTube account, please click here; you can watch the film without login and registration - in German.

But my favourite thing is when you watch it on YouTube. Because here you can like, like and comment:

For German

🇺🇸 4-minute documentary film - extraordinary 🫪🎥😎

For English: If you don't have a YouTube account, please click here; you can watch the film without login and registration - in German.

But my favourite thing is when you watch it on YouTube. Because here you can like, like and comment:

For English

ACT 1 - THE SPARK

It starts like a typical scene from a rock film. Limited tickets. A secret tension in the scene. And suddenly only one name is circulating: BLACKENED CIGAR NIGHT. The seats? Gone within a very short time.

Of course.

Because this was no longer an ordinary cigar evening. It was an event that merged two worlds: the raw energy of Metallica - and the ritualised calm of a premium cigar. The guests knew immediately: this was not going to be a stiff aficionado dinner with compulsory ties. The dress code said it all: “Come as you are.” And that's exactly what made this event so dangerously attractive. Those who attended didn't just get cigars.

He was given access to an experience.

An all-inclusive package for CHF 210: plenty of BLACKENED cigars, exclusive merch, backpack, cutter, jetflame, stickers, whiskey, BBQ buffet, drinks and even a raffle for rare memorabilia. Jonathan Drew himself was also present, the rock star of the cigar scene. The legendary master distiller Rob Dietrich, the creator of BLACKENED Whiskey, was also in attendance. The man who, together with James Hetfield and Drew Estate, turned an idea into a global luxury brand.  

But the real plot point was yet to come.

❤️ „Hello, Sue!“ - „Hi, Vasilij!“ - Bernasconi. Sue Ping Bernasconi-Kwan (co-owner of The Royal Cigar Company AG).

From left to right: Rob Dietrich (Blackened Whiskey), Raymondo Bernasconi (co-owner of The Royal Cigar Company AG), Jonathan Drew (founder of Drew Estate), Ricardo Ortiz (Drew Estate).

ACT 2 - THE MAN BEHIND THE MYTH

Then, shortly after 9pm, he suddenly stood there. James Hetfield. Co-founder and lead singer of Metallica. At that moment, the mood finally changed. This wasn't a marketing show. This was closeness. Authenticity. And somehow MUSIC you could touch, even though there was no Metallica sound playing in the background, but rock music.

The brand was not created on the drawing board of a lifestyle company. It was born out of friendship, music, whiskey - and all-night cigar sessions. James Hetfield himself obviously never wanted to put just any celebrity stamp on a cigar - and Jonathan Drew doesn't do it for celebrities who want to immortalise themselves in this way. Quality had to be genuine. The tobacco had to work. The brand had to be credible. And that is precisely why many aficionados no longer just talk about Metallica. They talk about the cigars themselves.

An uncompromising Maduro: Mexican wrapper, broadleaf binder from the USA and strong filler tobaccos from Nicaragua and the USA. Dark. Earthy depth. Espresso. Leather. Dark chocolate. Full throttle. The name „M81“ is no coincidence, by the way. Metallica was founded in 1981. Subtlety? Not necessary.

The second line: BLACKENED S84 “Shade To Black”. Light-coloured appearance. Ecuador wrapper. Balance. A little creamier. But still with that rebellious DNA that runs through the entire brand.  

Both lines are available in four formats: Corona, Robusto, Toro and Corona Doble. And for on the go: the Coronets cigarillos.

While night slowly fell over Kemptthal outside, thick smoke drifted through the air inside the Valley Lounge. Whiskey glasses clinked. There were conversations everywhere about music, cigars and who knows what else!

ACT 3 - THE MOMENT WHEN EVERYTHING GETS BIGGER

Dominik Mezzomo (The Royal Cigar Company AG). Marketing. IT. Organiser. Competent. For me, he is the „calm-blooded type“ - always balanced and friendly.

But the real madness lies elsewhere. This event was never just a cigar evening.

It was a signal. The world of cigars is changing.

Maduro tobaccos meet metal riffs. Whiskey meets leather jackets. BBQ meets cigars. And suddenly people are sitting next to each other who might otherwise never have met.

This is the real explosive power of this evening. The Royal Cigar Company AG has not simply imported another brand. It has created a cultural event. An event that will be talked about long after the last smoke has disappeared.

And perhaps that was the greatest moment of the night: realising that cigars are no longer just a tradition. But identity. And sometimes also: heavy metal from Nicaragua, Mexico and Ecuador.

With a soundtrack by Metallica.

And I'm done now.

But you'd better watch my 4-minute documentary film about this event, otherwise it'll go bang! 🫪🎥😎

For German: If you don't have a YouTube account, please click here; you can watch the film without login and registration - in German.

But my favourite thing is when you watch it on YouTube. Because here you can like, like and comment:

For German (English version to follow)