Smoke signals and how a cigar subscription broadens your horizons

You think a cigar subscription is as exciting as socks every month? You thought wrong! Welcome to the fascinating world of five cigars a month - after all, who needs socks? And for savers: no credit card hangover at the end of the month! Let yourself be surprised, because who needs planning when smoking? Read on to find out why your cigar humidor needs this subscription. I spoke to Andy Hostettler from fumar.ch.

8 minutes

The interview with cheeky questions and answers that work

A cigar subscription? Who needs that...

To put it simply, dear Vasilij: anyone and everyone who doesn't have one yet. To put it a little more objectively: anyone who has become fixated on a country, a terroir, a brand and/or a format will not enjoy it. And there are quite a few of them. In my opinion, the true aficionados and aficionadas are those who have their favourite sticks but are open and curious to discover new things.

Andy Hostettler, fumar.ch, Brunnegg Castle in Kreuzlingen; the new domicile from 01.02.24. Photo: Ulrike Sommer.

We endeavour - also in cooperation with the importers - to get hold of cigars that are new in Switzerland or not yet so widespread that everyone knows them. These can be new formats of well-known brands, revised cigars or even a Limitada. It is also particularly suitable for people who enjoy smoking but smoke little and whose personal taste is not yet too defined. The Cigar subscription is also a perfect gift for people you never know what they already have.

Come on! Who wants to tie themselves down and then end up with too many cigars to smoke?

It's not like a sock subscription. The socks hardly ever break and after 2 years you have a stock for another 5 years. My drawer, for example, is already overflowing. Subscribers receive 5 cigars a month in a Fumar Freshpack, which stays moist for 2 months. This means that on average one can be enjoyed per week.

The cigar subscription from fumar.ch.

Those who smoke less don't need a subscription anyway and those who smoke more will certainly stock up on other cigars in between. What's more, every delivery comes with a really valuable Goddie on top. And we describe the cigar and the brand in detail in our blog and provide the information as well. So you have enough material to show off in the lounge.

I see. Okay. Now please be very precise: What distinguishes your cigar subscription from other cigar subscriptions?

At the time we decided to launch the subscription, there were 2 other subscriptions on the Swiss market. With one, you don't really know what you're getting - are they novelties or shelf warmers? And it only works by credit card, your credit card is charged every month. You can't get the other one without whisky.

There may have been other subscriptions before that were obviously unsuccessful, but we don't know the details. However, we are very surprised: after 2 weeks we have already sold 15 subscriptions. Of course, during the Christmas period. Our target was 20 in 2 months, 50 in six months. We don't believe that we have found the egg of Columbus, but with the focus on novelties, i.e. cigars that you don't know yet, vitolas that usually cost 30% to 100% more and the matching accessories as goodies, the customer has something in their home that they can't buy anywhere else.

What new products did the subscriber receive in 2023?

The November 23 subscription cigar was the Villa Casdagli Pigasus. A very special format from Jeremy Casdagli, who I had the pleasure of meeting at an event. A figurado, made in Costa Rica, with a wrapper and binder from Ecuador and a filler made from 4 types of tobacco. When it comes to wine, you would say: a wonderful cuvée. It has a bit of a Cuban aura.

Always new and always a surprise.

The December 23 subscription cigar was the «My Father Don Pepin Garcia Invictos VC». Basically the original Don Pepin cigar - but reworked for the American market in 2022. There it scored 92 and 93 points in the tastings. It only arrived in Europe at the beginning of December 23 and our subscribers were the first to enjoy it.

Do you already know what new products will be available in 2024?

Yes.

Yes? And why don't you tell us what the new products will be? My goodness...

Because that's nobody's business 😅 Seriously, of course I know the one from January 24, it will be the new one Be a Casa Magna Connecticut Robusto.

From February 24, I'm open to many other surprises again. At some point a new Victor Calvo will arrive - only we and the importer sell them. An excellent cigar, but as is often the case with deliveries from the Caribbean or South America, you don't know what's coming until it's hanging around in the bonded warehouse.

If you want to be well informed, you either read regularly our blog - or subscribe to our newsletter - Hehehehm or even the cigar subscription, then he doesn't have to worry about anything. Customers just have to puff themselves.

Let's come back to the subscription model. Does the customer pay for a year in advance or monthly?

You buy 3, 6 or 12 months and pay in advance. Or you get it for free. I think our initial success has a lot to do with that. It costs 50 francs a month. So at least CHF 150, but it has a much higher value. When it expires, we will ask once (once) if you want to extend it. We want to make customers happy, not annoy them.

How does he cancel the subscription?

He doesn't respond to the one email, which makes us cry, or he politely cancels, which still evaporates a few salty drops in our eyes. But we take it in good humour, you can never please everyone and there may be other reasons not to renew the subscription.

The questions were a bit mean. Or were they?

Yes and no. Because you haven't even asked the nastiest question yet.

Which one?

Is it worth it for Fumar.ch?.

I don't want to know. Yes, wait! And? Is it worth it?

Ask again in a year.... The subscription itself doesn't have to pay off for us or generate a big return. It is primarily a measure to offer the Fumaristis (as we call our customers) something that others do not. Another differentiating feature.

We live from the cigars, tobaccos, pipes and accessories that our competitors also offer. Mass and habitual orders. But we differentiate ourselves with products and services that only we offer, that arouse curiosity and encourage people to visit us from time to time. From the beginning of February, even physically - at a castle.

What does that mean again?

“Grin. Vasilij, have a look at the photo above, where you can see me smoking a cigar and grinning contentedly. What can you read there?

It says there: Photo: Ulrike Sommer

Oh dear, there's more... 🙄

(Vasilij looks at the photo again). Okay, I've got it. Kreuzlingen, Brunnegg Castle. Wow, very cool!

👏👍 You can read after all... 

Resources on the topic

Cigar subscription from fumar.ch

I hope you enjoyed my latest article and found the information it contained interesting. I am very excited to hear your views and look forward to reading your comments 🤗