Speaker: 00:00:00

(upbeat rock music)

00:00:29,394 --> 00:00:30,810

(gentle guitar music)

00:00:30,810 --> 00:00:33,630

- There's a story inside every smoke shop,

00:00:33,630 --> 00:00:36,243

with every cigar and with every person.

00:00:37,350 --> 00:00:39,750

Come be a part of the

cigar lifestyle at Boveda.

00:00:40,800 --> 00:00:42,660

This is Box Press.

00:00:42,660 --> 00:00:44,070

- Thanks for having a cigar with me.

00:00:44,070 --> 00:00:45,990

- Well, I have to thank you.

00:00:45,990 --> 00:00:47,790

It's a privilege.

00:00:47,790 --> 00:00:51,120

Sharing those moments

is priceless, I feel.

00:00:51,120 --> 00:00:53,910

- What are you inspired about today?

00:00:53,910 --> 00:00:57,540

What is driving you today with

your pursuits around here?

00:00:57,540 --> 00:00:58,800

You have a lot of relationships

00:00:58,800 --> 00:01:00,810

in the cigar industry, obviously.

00:01:00,810 --> 00:01:03,240

Reconnecting with friends you haven't seen

00:01:03,240 --> 00:01:04,680

perhaps since last year?

00:01:04,680 --> 00:01:05,513

- Absolutely.

00:01:05,513 --> 00:01:08,130

Well, I didn't make it

to the show last year

00:01:08,130 --> 00:01:11,760

because of a family situation at home.

00:01:11,760 --> 00:01:15,330

I'm taking care of my

grandmother. She's 102 now.

00:01:15,330 --> 00:01:18,240

So certain things had to be done.

00:01:18,240 --> 00:01:19,560

I couldn't make it to the show.

00:01:19,560 --> 00:01:22,613

But I was here last two weeks,

00:01:22,613 --> 00:01:25,304

two years ago.

- Two years ago.

00:01:25,304 --> 00:01:27,159

- Two years ago. That's what you call it.

00:01:27,159 --> 00:01:30,780

Sitting down with you

guys. And now we're back.

00:01:30,780 --> 00:01:35,280

So as you said, it is

all about reconnecting,

00:01:35,280 --> 00:01:39,000

seeing people again,

giving everybody a big hug

00:01:39,000 --> 00:01:40,950

and sharing a cigar.

00:01:40,950 --> 00:01:42,810

- Are you as passionate about food

00:01:42,810 --> 00:01:43,643

as you are about cigars?

00:01:43,643 --> 00:01:45,210

- Oh, absolutely. Yeah.

00:01:45,210 --> 00:01:47,170

My earliest childhood memories are

00:01:48,990 --> 00:01:51,720

always around the family table,

00:01:51,720 --> 00:01:54,750

kneading dough with my

grandfather, baking bread.

00:01:54,750 --> 00:01:57,210

I come from a very simple

and poor background.

00:01:57,210 --> 00:01:59,700

So we never had much, but

we had the family table.

00:01:59,700 --> 00:02:01,740

- And tell people where you're from.

00:02:01,740 --> 00:02:03,390

- Austria.

00:02:03,390 --> 00:02:05,190

I was born and raised in Vienna.

00:02:05,190 --> 00:02:07,110

I always say I'm a

classical Viennese mixture,

00:02:07,110 --> 00:02:08,070

a little bit of everything

00:02:08,070 --> 00:02:10,740

that the former Habsburg monarchy,

00:02:10,740 --> 00:02:13,140

Austro-Hungarian Empire had to offer.

00:02:13,140 --> 00:02:17,010

So my name is Slovenian,

but I had mixed influences

00:02:17,010 --> 00:02:19,020

and different parts of the family,

00:02:19,020 --> 00:02:21,633

but true Viennese born and raised.

00:02:22,770 --> 00:02:24,300

I spent most of my life there,

00:02:24,300 --> 00:02:27,243

apart from the time I spent in London.

00:02:28,200 --> 00:02:30,180

I live and work there.

00:02:30,180 --> 00:02:33,300

Always enjoyed London,

consider it my second home.

00:02:33,300 --> 00:02:35,820

And I was working in the

hospitality industry there.

00:02:35,820 --> 00:02:38,790

So I was a bartender at the

American Bar at the Savoy.

00:02:38,790 --> 00:02:40,260

I worked for a consultancy company

00:02:40,260 --> 00:02:42,210

and co-opened a gin craft distillery

00:02:42,210 --> 00:02:43,410

right in the city of London.

00:02:43,410 --> 00:02:45,840

So in fact, the finer things in life,

00:02:45,840 --> 00:02:48,090

food, good drinks,

00:02:48,090 --> 00:02:51,000

that's always been an

integral part of my life

00:02:51,000 --> 00:02:53,460

and what I enjoy the most.

00:02:53,460 --> 00:02:55,105

I have to say, though,

00:02:55,105 --> 00:02:57,205

people in the wine and spirits industry

00:02:57,205 --> 00:02:59,130

and in the food industry,

00:02:59,130 --> 00:03:00,150

they are passionate.

00:03:00,150 --> 00:03:02,310

But I have never experienced anything

00:03:02,310 --> 00:03:05,100

like the premium cigar industry

00:03:05,100 --> 00:03:09,420

when it comes to how people come together,

00:03:09,420 --> 00:03:13,260

how you connect through a humble cigar.

00:03:13,260 --> 00:03:16,083

The conversation that

you're having, it's unique.

00:03:16,980 --> 00:03:18,570

And that's utterly fascinating.

00:03:18,570 --> 00:03:19,953

- I wonder why that is.

00:03:23,220 --> 00:03:27,873

Just one idea of why that

might be the case is,

00:03:30,910 --> 00:03:32,643

it causes you to slow down,

00:03:33,840 --> 00:03:35,310

causes you to be present.

00:03:35,310 --> 00:03:38,950

It's very hard to enjoy a cigar

00:03:40,140 --> 00:03:42,060

if you're not fully engaged

00:03:42,060 --> 00:03:44,880

in the experience of enjoying the cigar.

00:03:44,880 --> 00:03:47,220

- It's not something you do rushed

00:03:47,220 --> 00:03:49,050

whilst you're running from A to B.

00:03:49,050 --> 00:03:51,400

- You don't do it passively.

- Absolutely.

00:03:51,400 --> 00:03:52,233

- I mean, it's not,

00:03:52,233 --> 00:03:53,850

I mean, you may listen to music,

00:03:53,850 --> 00:03:56,130

you may enjoy a meal.

00:03:56,130 --> 00:04:00,600

You know, we had opportunity

to eat a few meals

00:04:00,600 --> 00:04:01,798

together with the team.

00:04:01,798 --> 00:04:06,570

And the complaint among the group is,

00:04:06,570 --> 00:04:09,334

most of the places you eat in Las Vegas,

00:04:09,334 --> 00:04:13,863

you can't enjoy a cigar while eating.

00:04:15,690 --> 00:04:20,690

So, but in a lot of times

previously we've been here,

00:04:20,970 --> 00:04:24,030

we'd go to Ferraro's or

we'd sit out on the patio

00:04:24,030 --> 00:04:27,120

and eat this sumptuous Italian dinner.

00:04:27,120 --> 00:04:31,800

And while we're eating,

during the courses,

00:04:31,800 --> 00:04:35,040

we're enjoying, we had

cigars going during the meal.

00:04:35,040 --> 00:04:40,040

Is that a European thing or is that a-

00:04:40,260 --> 00:04:42,180

- I think it very much is.

00:04:42,180 --> 00:04:45,870

The only downside would be that

00:04:45,870 --> 00:04:47,790

in a lot of European countries,

00:04:47,790 --> 00:04:51,030

given the regulatory framework,

00:04:51,030 --> 00:04:52,830

you don't have that opportunity anymore.

100

00:04:52,830 --> 00:04:55,170

And you don't get the

privilege and pleasure

101

00:04:55,170 --> 00:04:57,360

of enjoying a good meal with a cigar.

102

00:04:57,360 --> 00:04:59,430

In certain countries, it's still possible.

103

00:04:59,430 --> 00:05:00,900

But in Austria, for example,

104

00:05:00,900 --> 00:05:02,850

you wouldn't have that opportunity

105

00:05:02,850 --> 00:05:04,950

because smoking is mostly forbidden

106

00:05:04,950 --> 00:05:06,960

indoors in public places.

107

00:05:06,960 --> 00:05:10,770

So that's a bit of a

challenge and a hurdle.

108

00:05:10,770 --> 00:05:12,870

But there's something very, very special

109

00:05:12,870 --> 00:05:16,590

about that moment when you

share a meal with somebody,

110

00:05:16,590 --> 00:05:18,600

you're breaking bread together

111

00:05:18,600 --> 00:05:19,713

and you share a cigar.

112

00:05:20,628 --> 00:05:23,430

- Well, and typically a

European, in my opinion,

113

00:05:23,430 --> 00:05:28,430

would be inclined to have a

more long course of dinner

114

00:05:29,460 --> 00:05:31,110

than an American.

115

00:05:31,110 --> 00:05:34,950

We're a lot of times obsessed

116

00:05:34,950 --> 00:05:37,350

with getting back to

whatever we were doing.

117

00:05:37,350 --> 00:05:38,980

Or there isn't the time taken and the-

118

00:05:38,980 --> 00:05:41,700

- The hustle and bustle, work,

119

00:05:41,700 --> 00:05:43,290

always being busy.

120

00:05:43,290 --> 00:05:44,123

It's true.

121

00:05:44,123 --> 00:05:45,990

I see more and more of

that internationally,

122

00:05:45,990 --> 00:05:46,823

though, as well.

123

00:05:46,823 --> 00:05:49,440

And I think in the time that we live in,

124

00:05:49,440 --> 00:05:50,760

everything is fast paced.

125

00:05:50,760 --> 00:05:53,190

Everything is digital,

everything is online.

126

00:05:53,190 --> 00:05:55,140

You're constantly available.

127

00:05:55,140 --> 00:05:57,930

And I very much love the,

128

00:05:57,930 --> 00:05:59,190

what you mentioned earlier

129

00:05:59,190 --> 00:06:01,983

and the topic that you

brought up about time.

130

00:06:02,970 --> 00:06:05,640

To me, a cigar is time

131

00:06:05,640 --> 00:06:09,510

and it is also the perfect

product for our current time,

132

00:06:09,510 --> 00:06:14,510

because more than ever, it's

so relevant to slow down,

133

00:06:14,908 --> 00:06:18,960

focus on being present in the moment

134

00:06:18,960 --> 00:06:23,013

and to just enjoy a great conversation,

135

00:06:24,737 --> 00:06:27,933

appreciate the moment for what it is.

136

00:06:29,100 --> 00:06:32,010

And that could also be

just a moment for yourself.

137

00:06:32,010 --> 00:06:34,110

When you sit down with a cigar

138

00:06:34,110 --> 00:06:36,960

and you contemplate, you think about life,

139

00:06:36,960 --> 00:06:40,320

about the day you had, the

conversations you shared

140

00:06:40,320 --> 00:06:42,240

or reading a great book.

141

00:06:42,240 --> 00:06:44,460

So whether it's time for yourself

142

00:06:44,460 --> 00:06:46,920

or time shared with somebody else,

143

00:06:46,920 --> 00:06:49,770

the cigar is kind of

always like the facilitator

144

00:06:49,770 --> 00:06:54,330

that makes the entire

experience unique, I find.

145

00:06:54,330 --> 00:06:57,120

- So in your creative journey

146

00:06:57,120 --> 00:06:59,730

and the things that you've

worked on in your career,

147

00:06:59,730 --> 00:07:04,730

you're known as a creative,

an inspirational creator.

148

00:07:05,490 --> 00:07:08,430

I mean, that's kind of the

reputation that you have,

149

00:07:08,430 --> 00:07:09,900

at least in what I've read about you

150

00:07:09,900 --> 00:07:11,400

and what I've heard about you.

151

00:07:14,310 --> 00:07:16,113

I'm just, I'm curious,

152

00:07:20,280 --> 00:07:23,700

where your work life with,

153

00:07:23,700 --> 00:07:26,350

are you engaged fully in Meerapfel

154

00:07:27,690 --> 00:07:28,808

day in, day out?

155

00:07:28,808 --> 00:07:32,070

- Being the vice president

for Meerapfel Cigar,

156

00:07:32,070 --> 00:07:37,070

that is what I focus on, what

I spend my time, my energy on,

157

00:07:37,410 --> 00:07:40,260

and where I'm delighted and humbled

158

00:07:40,260 --> 00:07:44,040

to attribute and dedicate my time

159

00:07:44,040 --> 00:07:46,353

and resources and my passion.

160

00:07:47,550 --> 00:07:52,550

I had an interesting path

in life and career thus far.

161

00:07:53,580 --> 00:07:56,760

I'm still a young gentleman

with 35 years of age,

162

00:07:56,760 --> 00:08:00,900

but I had the privilege of

exploring different industries

163

00:08:00,900 --> 00:08:03,480

and different fields of expertise.

164

00:08:03,480 --> 00:08:05,100

But as I told you before,

165

00:08:05,100 --> 00:08:06,420

it always kind of evolved

166

00:08:06,420 --> 00:08:11,130

around the inspiration

that I have from my family

167

00:08:11,130 --> 00:08:15,900

and growing up in a humble environment

168

00:08:15,900 --> 00:08:18,450

where the meal was important,

169

00:08:18,450 --> 00:08:20,130

the family table was important,

170

00:08:20,130 --> 00:08:21,830

a good conversation was important,

171

00:08:22,890 --> 00:08:25,173

and it always stayed with me.

172

00:08:26,100 --> 00:08:29,940

I then ventured into a few other things.

173

00:08:29,940 --> 00:08:31,860

I mean, I studied socioeconomics.

174

00:08:31,860 --> 00:08:33,390

I worked with handicapped pupils.

175

00:08:33,390 --> 00:08:35,130

I was a skiing instructor.

176

00:08:35,130 --> 00:08:37,290

I almost became a professional musician.

177

00:08:37,290 --> 00:08:39,600

I'm a drummer and a singer,

178

00:08:39,600 --> 00:08:44,250

but I eventually

reconnected with the things

179

00:08:44,250 --> 00:08:48,570

that inspired me most as a young child.

180

00:08:48,570 --> 00:08:49,830

And that's always been

181

00:08:49,830 --> 00:08:54,603

those simple, honest,

handcrafted products.

182

00:08:56,970 --> 00:09:01,970

Like a great piece of

bread, a wonderful wine,

183

00:09:02,070 --> 00:09:04,653

or a handmade premium cigar.

184

00:09:06,150 --> 00:09:08,280

And so at some point I understood

185

00:09:08,280 --> 00:09:12,450

that this is truly what I would love to do

186

00:09:12,450 --> 00:09:16,018

with the time that I'm given,

that I'm presented with,

187

00:09:16,018 --> 00:09:20,970

is to share experiences with other people

188

00:09:20,970 --> 00:09:25,970

that are somewhat memorable

and meaningful to them.

189

00:09:28,590 --> 00:09:32,820

And doing that through an analog product,

190

00:09:32,820 --> 00:09:35,070

something that is real and tangible,

191

00:09:35,070 --> 00:09:38,280

that you can smell and that you can taste,

192

00:09:38,280 --> 00:09:42,720

for me, is the most impactful

and direct way to do that.

193

00:09:42,720 --> 00:09:45,510

Because it hits you right away.

194

00:09:45,510 --> 00:09:47,190

It does something to you,

195

00:09:47,190 --> 00:09:49,743

especially our senses of smell and taste.

196

00:09:50,790 --> 00:09:52,590

I mean, all our sensory system,

197

00:09:52,590 --> 00:09:55,260

it's so interconnected,

everything's intertwined,

198

00:09:55,260 --> 00:10:00,260

but our senses of smell

and taste are so relevant

199

00:10:02,520 --> 00:10:06,690

in the day-to-day life and

how we perceive the world,

200

00:10:06,690 --> 00:10:08,283

how we think about life.

201

00:10:10,800 --> 00:10:13,023

Also on an emotional level,

202

00:10:13,860 --> 00:10:18,540

it has to do with how our

brain sort of takes in

203

00:10:18,540 --> 00:10:21,690

and works in all these

sensory triggers that we get.

204

00:10:21,690 --> 00:10:26,673

But it immediately links with

our memory, with our emotions.

205

00:10:28,170 --> 00:10:30,210

To give you a simple example,

206

00:10:30,210 --> 00:10:35,100

everybody has a certain scent,

207

00:10:35,100 --> 00:10:38,340

a certain memory of

your grandmother's dish

208

00:10:38,340 --> 00:10:41,100

when you open the door

coming home from school

209

00:10:41,100 --> 00:10:42,660

or after a long day of work.

- Definitely.

210

00:10:42,660 --> 00:10:47,660

- And there's that one meal

that puts you in a place

211

00:10:47,970 --> 00:10:50,993

of tranquility and peace and comfort

212

00:10:50,993 --> 00:10:53,217

where, you know, I'm home.

213

00:10:53,217 --> 00:10:54,870

- No, I'm experiencing it right now

214

00:10:54,870 --> 00:10:55,920

as you're talking about it.

215

00:10:55,920 --> 00:10:59,100

I'm just paging through

memories that I have and-

216

00:10:59,100 --> 00:11:00,150

- And isn't it fascinating

217

00:11:00,150 --> 00:11:01,560

how you can recall those memories?

218

00:11:01,560 --> 00:11:04,140

And I have a taste on my tongue.

219

00:11:04,140 --> 00:11:07,980

I have a scent in my nose

from the potato bread

220

00:11:07,980 --> 00:11:09,693

that my grandfather used to bake.

221

00:11:11,190 --> 00:11:15,270

And that always reminds

me of how important it is

222

00:11:15,270 --> 00:11:16,800

to appreciate those things

223

00:11:16,800 --> 00:11:20,700

and to be more connected with our senses,

224

00:11:20,700 --> 00:11:22,961

with our perception of the world.

225

00:11:22,961 --> 00:11:26,190

- Well, and you could have

stopped the sentence with,

226

00:11:26,190 --> 00:11:28,257

just with "to be more connected."

227

00:11:29,580 --> 00:11:31,356

I was thinking,

228

00:11:31,356 --> 00:11:34,383

I had a conversation

with one of the gentlemen

229

00:11:35,580 --> 00:11:37,230

that runs the Luxury Cigar Club,

230

00:11:37,230 --> 00:11:40,230

and we were talking about

the luxury experience

231

00:11:40,230 --> 00:11:43,675

and how there's almost

an exhibitionist approach

232

00:11:43,675 --> 00:11:48,330

to luxury consumption, at

least in American society,

233

00:11:48,330 --> 00:11:50,760

and with all the social media.

234

00:11:50,760 --> 00:11:53,730

And going back to the simplicity

235

00:11:53,730 --> 00:11:55,080

of when you talk about the bread,

236

00:11:55,080 --> 00:12:00,080

when you talk about the smell

at the door when you walk in,

237

00:12:01,920 --> 00:12:05,160

that connects you to a memory,

238

00:12:05,160 --> 00:12:07,260

that connects you to yourself.

239

00:12:07,260 --> 00:12:10,710

It's conscious living

240

00:12:10,710 --> 00:12:12,900

and the ability of luxury experiences

241

00:12:12,900 --> 00:12:14,340

to impact conscious living

242

00:12:14,340 --> 00:12:17,250

as opposed to being just

strictly looked upon

243

00:12:17,250 --> 00:12:19,620

as a hedonistic escape.

244

00:12:19,620 --> 00:12:20,859

You know, it's,

245

00:12:20,859 --> 00:12:23,970

not to be judgmental

about hedonistic escapes,

246

00:12:23,970 --> 00:12:26,460

but it's like, there's so much more.

247

00:12:26,460 --> 00:12:27,293

- Absolutely.

248

00:12:27,293 --> 00:12:28,347

- About being present in the moment

249

00:12:28,347 --> 00:12:30,060

and it's really getting rather deep.

250

00:12:30,060 --> 00:12:31,683

But I'm rather enjoying it.

251

00:12:32,550 --> 00:12:35,340

- And, you know, that's why we said,

252

00:12:35,340 --> 00:12:38,580

Meerapfel Cigar, we

call it the UberLuxury.

253

00:12:38,580 --> 00:12:41,430

I mean, this cigar has created

254

00:12:41,430 --> 00:12:44,340

the segment of UberLuxury

in the cigar world.

255

00:12:44,340 --> 00:12:47,910

And by that we're not talking

about the price point.

256

00:12:47,910 --> 00:12:50,820

We're talking about the

hedonistic experience.

257

00:12:50,820 --> 00:12:54,993

We're talking about analog,

we're talking about time,

258

00:12:55,830 --> 00:12:57,990

and we're talking about preserving

259

00:12:57,990 --> 00:13:00,540

certain values and traditions

260

00:13:00,540 --> 00:13:04,230

that have been important in the past.

261

00:13:04,230 --> 00:13:09,230

And we probably somehow

forgot some of those things

262

00:13:11,910 --> 00:13:14,850

in these very hectic environments

263

00:13:14,850 --> 00:13:16,500

and in the world that we live in.

264

00:13:17,460 --> 00:13:19,260

And that's also,

265

00:13:19,260 --> 00:13:20,850

and coming back to what we were discussing

266

00:13:20,850 --> 00:13:23,700

about my previous work experiences.

267

00:13:23,700 --> 00:13:25,860

That's where I immediately understood

268

00:13:25,860 --> 00:13:28,230

and realized that the Meerapfel family

269

00:13:28,230 --> 00:13:30,330

has a unique legacy and history,

270

00:13:30,330 --> 00:13:33,060

with 400 years and 11 generations.

271

00:13:33,060 --> 00:13:36,240

And this project, it's a legacy project.

272

00:13:36,240 --> 00:13:41,240

It's a means to share values

and history with people

273

00:13:43,290 --> 00:13:44,763

through an actual cigar.

274

00:13:46,620 --> 00:13:50,520

And that was why I immediately connected

275

00:13:50,520 --> 00:13:53,013

with this idea and with the concept,

276

00:13:53,880 --> 00:13:58,880

besides the fact that I

share a European heritage

277

00:13:58,890 --> 00:14:01,710

and an upbringing like

the Meerapfel family.

278

00:14:01,710 --> 00:14:04,920

So there's certain things

that we have in common

279

00:14:04,920 --> 00:14:08,730

and that we clicked

initially and immediately.

280

00:14:08,730 --> 00:14:11,040

And that's why I'm blessed and grateful

281

00:14:11,040 --> 00:14:14,220

to dedicate my time and resources to this.

282

00:14:14,220 --> 00:14:15,843

- Who smokes that cigar?

283

00:14:20,079 --> 00:14:22,320

- That's a very interesting question.

284

00:14:22,320 --> 00:14:26,250

And without being judgmental

285

00:14:26,250 --> 00:14:30,543

or, you know, stressing

any preconceived notions,

286

00:14:32,790 --> 00:14:36,760

we always wanted Meerapfel Cigar to be

287

00:14:38,970 --> 00:14:42,270

affordable and available

for pretty much anybody.

288

00:14:42,270 --> 00:14:44,820

Yes, this is a luxury

cigar, an UberLuxury cigar

289

00:14:44,820 --> 00:14:47,160

with a certain price point to it.

290

00:14:47,160 --> 00:14:50,400

But everybody should have the opportunity

291

00:14:50,400 --> 00:14:53,823

to enjoy a Meerapfel cigar at least once.

292

00:14:56,430 --> 00:14:58,860

And depending on where you are,

293

00:14:58,860 --> 00:15:01,950

availability, a certain disposable income,

294

00:15:01,950 --> 00:15:05,820

that might be once a month, once a year,

295

00:15:05,820 --> 00:15:10,020

or once in a lifetime.

- Or once in a lifetime.

296

00:15:10,020 --> 00:15:13,920

- But I think this is a product for people

297

00:15:13,920 --> 00:15:18,123

who treasure those

values that we discussed.

298

00:15:19,290 --> 00:15:21,150

People who want to take the time

299

00:15:21,150 --> 00:15:24,870

to reflect on what was important,

300

00:15:24,870 --> 00:15:25,920

what has been important,

301

00:15:25,920 --> 00:15:29,163

what is and will be

important for a long time.

302

00:15:30,540 --> 00:15:33,930

And certainly people who appreciate

303

00:15:33,930 --> 00:15:35,730

the finer things in life, right?

304

00:15:35,730 --> 00:15:37,455

No question about that.

305

00:15:37,455 --> 00:15:38,410

But

306

00:15:43,260 --> 00:15:44,093

I've seen

307

00:15:45,630 --> 00:15:48,120

men and women all around the world

308

00:15:48,120 --> 00:15:49,893

lighting up one of these cigars.

309

00:15:51,900 --> 00:15:54,050

And I can tell you

every single one of them

310

00:15:56,490 --> 00:16:00,870

took a moment, looked

at the cigar, smelled.

311

00:16:00,870 --> 00:16:02,850

- It's a beautiful cigar.

- The ethereal sense,

312

00:16:02,850 --> 00:16:07,850

and had that taste sensation

lingering on the palate.

313

00:16:10,680 --> 00:16:12,898

And there's always something happening.

314

00:16:12,898 --> 00:16:13,731

I see it in the eyes.

315

00:16:13,731 --> 00:16:14,580

I see it when,

316

00:16:14,580 --> 00:16:19,580

it's kind of like that moment

where you stop for a moment

317

00:16:21,660 --> 00:16:24,510

and you realize that something

very special is happening.

318

00:16:26,760 --> 00:16:29,580

And I have that with cigars in general,

319

00:16:29,580 --> 00:16:33,060

where I feel very much

connected with all the people

320

00:16:33,060 --> 00:16:35,850

who invested so much time and energy

321

00:16:35,850 --> 00:16:38,850

into crafting and creating this.

322

00:16:38,850 --> 00:16:43,050

But even more so when you

reflect upon a family history

323

00:16:43,050 --> 00:16:46,800

and a legacy of 11 generations

324

00:16:46,800 --> 00:16:50,580

who have been so heavily

involved with trading tobaccos

325

00:16:50,580 --> 00:16:51,780

all around the world

326

00:16:51,780 --> 00:16:56,520

and shaping the industry

in one way or another,

327

00:16:56,520 --> 00:16:57,990

even though mostly behind the scenes,

328

00:16:57,990 --> 00:17:00,240

because the name Meerapfel,

329

00:17:00,240 --> 00:17:04,140

to many people who enjoy

tobacco and cigars,

330

00:17:04,140 --> 00:17:07,980

might still be rather unknown,

331

00:17:07,980 --> 00:17:11,430

though the family has been

around for such a long time.

332

00:17:11,430 --> 00:17:13,890

And so that's what's

so fascinating for me,

333

00:17:13,890 --> 00:17:15,420

when you see something click,

334

00:17:15,420 --> 00:17:17,100

something happens with the people

335

00:17:17,100 --> 00:17:19,140

where they connect with themselves,

336

00:17:19,140 --> 00:17:22,380

but also with something

that's bigger than themselves

337

00:17:22,380 --> 00:17:23,550

and has meaning.

338

00:17:23,550 --> 00:17:26,553

- Everybody has a first

experience with a cigar.

339

00:17:28,802 --> 00:17:30,330

They're varied.

340

00:17:30,330 --> 00:17:35,330

And a father sharing

something with a son, a buddy,

341

00:17:36,060 --> 00:17:39,164

you know, my recollection of cigars

342

00:17:39,164 --> 00:17:42,090

was playing garage poker

343

00:17:42,090 --> 00:17:45,870

and smoking really cheap,

store-bought, you know,

344

00:17:45,870 --> 00:17:48,330

like convenience store-bought cigars

345

00:17:48,330 --> 00:17:51,090

like a Swisher or a White Owl

346

00:17:51,090 --> 00:17:53,190

or whatever back in high school,

347

00:17:53,190 --> 00:17:55,023

late high school, early college.

348

00:17:57,630 --> 00:18:01,080

Today I take a lot of pleasure

349

00:18:01,080 --> 00:18:03,930

from giving cigars to people.

350

00:18:03,930 --> 00:18:04,800

- Oh yeah.

351

00:18:04,800 --> 00:18:08,790

- Finding someone that

maybe I met at the store

352

00:18:08,790 --> 00:18:11,310

that I visit with regularity

353

00:18:11,310 --> 00:18:12,873

and they were smoking a,

354

00:18:14,370 --> 00:18:16,560

perhaps a infused cigar.

355

00:18:16,560 --> 00:18:18,030

because that's how they got introduced.

356

00:18:18,030 --> 00:18:21,360

And then introducing them

to a Connecticut or a Maduro

357

00:18:21,360 --> 00:18:24,990

or Habana wrapper that I

like, that's approachable

358

00:18:24,990 --> 00:18:27,480

and not gonna put a

dent in their forehead,

359

00:18:27,480 --> 00:18:29,370

that they're gonna have

a decent experience with

360

00:18:29,370 --> 00:18:32,100

to take it to the next level.

361

00:18:32,100 --> 00:18:33,300

What's your experience been

362

00:18:33,300 --> 00:18:35,340

with introducing people to cigars?

363

00:18:35,340 --> 00:18:38,430

Or is that part of your focus

364

00:18:38,430 --> 00:18:41,760

as you look at your Meerapfel experience

365

00:18:41,760 --> 00:18:46,760

in terms of how to engage people?

366

00:18:46,770 --> 00:18:49,720

- I think there's different aspects

367

00:18:51,870 --> 00:18:53,790

how to best answer that question.

368

00:18:53,790 --> 00:18:58,540

One is, I love introducing

people to cigars

369

00:18:59,550 --> 00:19:02,940

when they probably haven't

had that experience before.

370

00:19:02,940 --> 00:19:05,790

And to give them the

opportunity to explore

371

00:19:05,790 --> 00:19:10,110

and experience the unique magic

372

00:19:10,110 --> 00:19:14,283

of a conversation and a cigar

shared with great people.

373

00:19:16,110 --> 00:19:18,990

I wouldn't necessarily present somebody

374

00:19:18,990 --> 00:19:19,950

with a Meerapfel cigar

375

00:19:19,950 --> 00:19:22,263

as their first cigar ever.

376

00:19:24,240 --> 00:19:25,950

But that's the other aspect.

377

00:19:25,950 --> 00:19:30,573

If you meet somebody who is

a seasoned cigar aficionado,

378

00:19:32,310 --> 00:19:34,590

and I have the privilege

of presenting them

379

00:19:34,590 --> 00:19:35,853

with a Meerapfel cigar,

380

00:19:36,750 --> 00:19:39,990

that to me is a very, very special moment.

381

00:19:39,990 --> 00:19:44,430

I mean, you saw that it makes me humble

382

00:19:44,430 --> 00:19:48,330

and I'm very respectful in

the way I treat these cigars.

383

00:19:48,330 --> 00:19:49,170

Because even for me,

384

00:19:49,170 --> 00:19:50,547

it's a rare treat to enjoy one of these.

385

00:19:50,547 --> 00:19:51,930

- Downright reverent.

386

00:19:51,930 --> 00:19:55,980

- But to have the opportunity

to present somebody,

387

00:19:55,980 --> 00:19:58,650

a friend, a fellow, or even a stranger,

388

00:19:58,650 --> 00:20:00,240

with a Meerapfel cigar,

389

00:20:00,240 --> 00:20:02,070

to me is a magical moment.

390

00:20:02,070 --> 00:20:05,820

So it's both the ability

391

00:20:05,820 --> 00:20:10,320

to introduce new people

to the world of cigars

392

00:20:10,320 --> 00:20:13,740

or to introduce people who already had,

393

00:20:13,740 --> 00:20:16,200

who had tipped their toe into the waters

394

00:20:16,200 --> 00:20:17,670

of premium cigars

395

00:20:17,670 --> 00:20:19,855

and then introduce them

to a Meerapfel cigar

396

00:20:19,855 --> 00:20:22,500

are equally special and and beautiful.

397

00:20:22,500 --> 00:20:24,420

- Do you remember your first one?

398

00:20:24,420 --> 00:20:25,410

- My first Meerapfel cigar?

399

00:20:25,410 --> 00:20:27,360

- Yeah.

- Yes, absolutely.

400

00:20:27,360 --> 00:20:28,503

As it were yesterday.

401

00:20:29,520 --> 00:20:31,683

It was together with Jeremiah Meerapfel.

402

00:20:32,820 --> 00:20:35,760

We were in Belgium at a beautiful castle

403

00:20:35,760 --> 00:20:37,150

called Château de Moxhe

404

00:20:39,149 --> 00:20:44,149

and we broke open a box

of Meerapfel cigars.

405

00:20:44,400 --> 00:20:47,050

We visited a very good

friend of the family

406

00:20:47,970 --> 00:20:50,100

and we at the same time

had the opportunity

407

00:20:50,100 --> 00:20:53,523

to shoot some photo and video

content for Meerapfel Cigar.

408

00:20:54,780 --> 00:20:57,580

And it was the first time

that I sat down with Jeremiah.

409

00:21:00,150 --> 00:21:02,280

He presented me with a Meerapfel cigar.

410

00:21:02,280 --> 00:21:05,250

In fact, it was a Meir Pyramid,

411

00:21:05,250 --> 00:21:07,150

same cigar that I'm smoking right now.

412

00:21:09,930 --> 00:21:12,603

And it was like the world stopped.

413

00:21:15,000 --> 00:21:18,390

I didn't think about

time and place anymore.

414

00:21:18,390 --> 00:21:22,830

And I just had that very

moment shared with Jeremiah

415

00:21:22,830 --> 00:21:24,540

and to explore and experience

416

00:21:24,540 --> 00:21:25,990

the cigar for the first time.

417

00:21:29,220 --> 00:21:32,130

- It sounds like a fabulous

setting for that introduction.

418

00:21:32,130 --> 00:21:32,963

- Absolutely.

419

00:21:32,963 --> 00:21:34,860

I couldn't have thought

about a better place

420

00:21:34,860 --> 00:21:38,880

with that gorgeous environment,

surrounded by lovely people

421

00:21:38,880 --> 00:21:41,250

and then getting to share one of these.

422

00:21:41,250 --> 00:21:43,350

- So did the friendship precede

423

00:21:43,350 --> 00:21:45,030

the engagement with the company?

424

00:21:45,030 --> 00:21:46,170

Was there-

- Oh, absolutely.

425

00:21:46,170 --> 00:21:47,610

- For a long length of time?

426

00:21:47,610 --> 00:21:48,903

- Absolutely, yes.

427

00:21:50,130 --> 00:21:55,130

Otherwise, I couldn't be in that place

428

00:21:55,290 --> 00:21:58,795

and I wouldn't want to,

to work on a project

429

00:21:58,795 --> 00:22:02,177

if I don't feel like

430

00:22:02,177 --> 00:22:05,790

it has a special meaning or I belong.

431

00:22:05,790 --> 00:22:09,660

And, you know, I've been

self-employed for 10 years,

432

00:22:09,660 --> 00:22:10,830

running my own company,

433

00:22:10,830 --> 00:22:15,830

and to take the time and

the effort and the passion

434

00:22:16,290 --> 00:22:18,783

to invest myself into a project,

435

00:22:21,060 --> 00:22:22,410

it means a lot to me.

436

00:22:22,410 --> 00:22:26,785

And I couldn't do it for any other,

437

00:22:26,785 --> 00:22:30,213

you know, random project and product.

438

00:22:31,050 --> 00:22:33,240

It took me a while to realize in life,

439

00:22:33,240 --> 00:22:35,790

what's really important

is to love what you do

440

00:22:35,790 --> 00:22:39,720

and to enjoy every single

day, not even going to work.

441

00:22:39,720 --> 00:22:43,050

You know, for me, the whole

concept of work-life balance

442

00:22:43,050 --> 00:22:43,980

doesn't exist,

443

00:22:43,980 --> 00:22:48,450

because there's meaning in

what I get to do for a living.

444

00:22:48,450 --> 00:22:51,600

And I consider it an

integral part of my life.

445

00:22:51,600 --> 00:22:54,720

We all spend most of our time working,

446

00:22:54,720 --> 00:22:58,830

so I never wanted it to feel like work.

447

00:22:58,830 --> 00:23:01,710

So I have to love and enjoy it.

448

00:23:01,710 --> 00:23:04,672

And besides having an

entrepreneurial spirit and mindset,

449

00:23:04,672 --> 00:23:09,150

for me, whichever project I work on,

450

00:23:09,150 --> 00:23:11,643

whichever product I get to work with,

451

00:23:12,780 --> 00:23:14,250

I give it my all.

452

00:23:14,250 --> 00:23:18,630

And I would always treat

it not only with respect,

453

00:23:18,630 --> 00:23:20,313

but as if it were my own.

454

00:23:22,950 --> 00:23:27,030

And that was crucial in the way

455

00:23:27,030 --> 00:23:31,500

the relationship and the

friendship evolved with Jeremiah

456

00:23:31,500 --> 00:23:34,410

and then afterwards with

the whole Meerapfel family

457

00:23:34,410 --> 00:23:36,682

and with our family team,

458

00:23:36,682 --> 00:23:39,870

where it's an integral part

459

00:23:39,870 --> 00:23:43,290

of the way we come

together, we work together.

460

00:23:43,290 --> 00:23:45,630

And what we then get to

share with the outside world.

461

00:23:45,630 --> 00:23:47,550

- You look at statistics and data

462

00:23:47,550 --> 00:23:50,040

that's produced in surveys,

463

00:23:50,040 --> 00:23:51,750

and the vast majority of people

464

00:23:51,750 --> 00:23:53,763

aren't in love with what they do.

465

00:23:54,870 --> 00:23:56,760

What a gift.

466

00:23:56,760 --> 00:24:00,090

- That's why I said I would hope to,

467

00:24:00,090 --> 00:24:01,983

I would love that that's the case.

468

00:24:03,507 --> 00:24:04,340

And I hope

469

00:24:05,580 --> 00:24:08,310

that could serve as an inspiration

to other people as well,

470

00:24:08,310 --> 00:24:13,310

to have the courage to reconsider

471

00:24:17,010 --> 00:24:19,620

what it is they're

passionate about in life

472

00:24:19,620 --> 00:24:22,083

and what they get to do on a daily basis.

473

00:24:24,240 --> 00:24:29,240

At the end of the day, what do

we want to be remembered for?

474

00:24:29,340 --> 00:24:31,530

Or what do we want to think about

475

00:24:31,530 --> 00:24:33,570

and remember ourselves

476

00:24:33,570 --> 00:24:36,390

when eventually things come to an end

477

00:24:36,390 --> 00:24:41,373

or we go onto the next

part of our journey, right?

478

00:24:42,660 --> 00:24:45,930

I would hope that we can say,

479

00:24:45,930 --> 00:24:49,660

with gratitude and with joy, that

480

00:24:52,110 --> 00:24:54,840

we had the opportunity to

do something with our lives

481

00:24:54,840 --> 00:24:57,330

that is meaningful and

that means something

482

00:24:57,330 --> 00:24:58,860

to ourselves and to other people,

483

00:24:58,860 --> 00:25:02,760

and that hopefully we got to share moments

484

00:25:02,760 --> 00:25:05,130

and experience with other people

485

00:25:05,130 --> 00:25:06,603

that are worth remembering.

486

00:25:08,010 --> 00:25:13,010

And you know, you always say,

"Lead by example," right?

487

00:25:13,020 --> 00:25:15,010

And I wouldn't dare say that

488

00:25:16,290 --> 00:25:19,920

we get to influence other people

489

00:25:19,920 --> 00:25:21,660

in what they want to do with their life

490

00:25:21,660 --> 00:25:24,870

or where they're supposed

to end up work-wise.

491

00:25:24,870 --> 00:25:28,890

But I hope that it can be a role model

492

00:25:28,890 --> 00:25:31,833

where other people also think about,

493

00:25:33,750 --> 00:25:36,987

what do we do with the

time that we are given

494

00:25:36,987 --> 00:25:41,070

and that we're presented

with and make it memorable.

495

00:25:41,070 --> 00:25:42,960

- I'm very relaxed all of a sudden.

496

00:25:42,960 --> 00:25:44,467

I've gone from,

497

00:25:44,467 --> 00:25:46,320

"Who's gonna be on the schedule today

498

00:25:46,320 --> 00:25:49,650

and how many people are we

gonna be able to connect with?"

499

00:25:49,650 --> 00:25:54,450

And I'm just in a sort

of a place in the day

500

00:25:54,450 --> 00:25:56,280

where I'm just, I feel really relaxed.

501

00:25:56,280 --> 00:25:57,990

I wanna thank you for that.

502

00:25:57,990 --> 00:25:59,760

- I have to thank you.

- Experience in conversation.

503

00:25:59,760 --> 00:26:02,433

I mean, it's just a lovely experience.

504

00:26:03,390 --> 00:26:05,248

- I wouldn't dare say, like,

505

00:26:05,248 --> 00:26:06,081

you're in a bubble, right?

506

00:26:06,081 --> 00:26:10,080

But it feels like you

become somewhat disconnected

507

00:26:10,080 --> 00:26:12,330

from what's happening around,

508

00:26:12,330 --> 00:26:15,330

from all the hustle and

bustle and, you know,

509

00:26:15,330 --> 00:26:17,310

time and place aren't

that relevant anymore

510

00:26:17,310 --> 00:26:20,700

because you get to share and

enjoy something, an experience.

511

00:26:20,700 --> 00:26:24,600

And that's what cigars,

what great cigars can do,

512

00:26:24,600 --> 00:26:26,490

and what great conversation does.

513

00:26:26,490 --> 00:26:27,810

- Talk about Light 'Em Up.

514

00:26:27,810 --> 00:26:32,553

Talk about your interviewing world.

515

00:26:36,270 --> 00:26:39,813

- I think it comes back to

what we were discussing before.

516

00:26:40,830 --> 00:26:43,050

The whole idea of Light

'Em Up from day one

517

00:26:43,050 --> 00:26:47,700

has been to build bridges,

bring people together,

518

00:26:47,700 --> 00:26:52,530

and provide a safe space and environment

519

00:26:52,530 --> 00:26:56,643

where people can meet and

enjoy a great conversation.

520

00:26:58,830 --> 00:27:01,290

Ever since day one,

521

00:27:01,290 --> 00:27:05,910

Light 'Em Up has been

about the love and respect

522

00:27:05,910 --> 00:27:08,100

for the premium cigar industry,

523

00:27:08,100 --> 00:27:09,900

the people therein,

524

00:27:09,900 --> 00:27:14,430

and how we can share those stories

525

00:27:14,430 --> 00:27:16,500

with the outside world,

526

00:27:16,500 --> 00:27:18,030

whether it's a cigar enthusiast

527

00:27:18,030 --> 00:27:21,450

or people who never enjoyed

and smoked a premium cigar.

528

00:27:21,450 --> 00:27:23,550

We have people joining

from all over the world,

529

00:27:23,550 --> 00:27:24,750

all walks of life,

530

00:27:24,750 --> 00:27:29,750

and everything from a seasoned

cigar enthusiast aficionado,

531

00:27:32,670 --> 00:27:36,690

a once every-now-and-then kind of smoker,

532

00:27:36,690 --> 00:27:39,780

to people who never

enjoyed a premium cigar,

533

00:27:39,780 --> 00:27:41,490

but they love the conversation.

534

00:27:41,490 --> 00:27:44,010

And not once,

535

00:27:44,010 --> 00:27:46,800

but many times I had

people coming up to me

536

00:27:46,800 --> 00:27:49,740

or sending an email, a text message,

537

00:27:49,740 --> 00:27:51,210

or a DM on social media,

538

00:27:51,210 --> 00:27:54,960

that they don't smoke cigars,

539

00:27:54,960 --> 00:27:57,360

they've never tried one in their life,

540

00:27:57,360 --> 00:27:58,530

but they love joining

541

00:27:58,530 --> 00:28:01,520

because they're fascinated

by the conversations

542

00:28:01,520 --> 00:28:03,813

and the stories of these people.

543

00:28:05,130 --> 00:28:07,290

What inspired them, what influenced them,

544

00:28:07,290 --> 00:28:09,990

and what ultimately

brought them to the dance

545

00:28:09,990 --> 00:28:12,030

and to the industry.

546

00:28:12,030 --> 00:28:13,680

And that to me is a true testament

547

00:28:13,680 --> 00:28:16,710

of what we discussed earlier,

548

00:28:16,710 --> 00:28:20,100

the ability of a premium

cigar to bring people together

549

00:28:20,100 --> 00:28:21,990

and to give us an

opportunity to share a moment

550

00:28:21,990 --> 00:28:23,763

and share certain stories.

551

00:28:24,900 --> 00:28:27,421

And so that has always been the nucleus

552

00:28:27,421 --> 00:28:29,460

and the core of Light 'Em Up

553

00:28:29,460 --> 00:28:30,870

And still to this day it is.

554

00:28:30,870 --> 00:28:33,930

And on a weekly basis, every Wednesday,

555

00:28:33,930 --> 00:28:36,576

we get to open our virtual lounge via Zoom

556

00:28:36,576 --> 00:28:38,973

to the people who come and join us.

557

00:28:40,170 --> 00:28:43,680

We have normally a guest, a star guest,

558

00:28:43,680 --> 00:28:48,540

an icon from the cigar industry

to lead the conversation

559

00:28:48,540 --> 00:28:51,720

and to share the interview with me.

560

00:28:51,720 --> 00:28:55,560

And then we have people joining

from all around the world

561

00:28:55,560 --> 00:28:57,720

directly via Zoom at the lounge

562

00:28:57,720 --> 00:28:59,970

or through the live

stream that we put online

563

00:29:00,870 --> 00:29:02,580

and become immersed in that experience

564

00:29:02,580 --> 00:29:03,990

and become part of it.

565

00:29:03,990 --> 00:29:06,240

So it's not like a static format

566

00:29:06,240 --> 00:29:08,700

where you just sit and watch

or you listen to a podcast,

567

00:29:08,700 --> 00:29:11,490

but you can truly become

part of the experience.

568

00:29:11,490 --> 00:29:13,350

And that to me is very important.

569

00:29:13,350 --> 00:29:18,350

It's a different way of

engaging with the conversation

570

00:29:18,930 --> 00:29:21,030

and not to just passively listen,

571

00:29:21,030 --> 00:29:22,683

but to truly be a part of it.

572

00:29:24,090 --> 00:29:29,090

- I've enjoyed the occasion

to interview people

573

00:29:30,030 --> 00:29:34,270

and have conversations that

we've captured on video

574

00:29:35,447 --> 00:29:36,600

for our podcasts

575

00:29:36,600 --> 00:29:41,040

and different events that

we've participated in.

576

00:29:41,040 --> 00:29:44,073

And what I've loved so much about it is,

577

00:29:45,270 --> 00:29:47,760

it's a very parallel reflection

578

00:29:47,760 --> 00:29:49,470

of what Boveda is about as a company.

579

00:29:49,470 --> 00:29:53,583

We're an asterisk on this entire industry.

580

00:29:57,145 --> 00:29:58,770

We're not the star of the show.

581

00:29:58,770 --> 00:30:00,753

We're a supporting actor.

582

00:30:02,400 --> 00:30:07,400

We're committed to helping our customers

583

00:30:07,890 --> 00:30:09,510

enjoy their passions,

584

00:30:09,510 --> 00:30:12,030

maximize their passions.

585

00:30:12,030 --> 00:30:14,700

And there's something,

586

00:30:14,700 --> 00:30:19,050

it's just a privilege to get with people

587

00:30:19,050 --> 00:30:22,560

and give them space to tell their story

588

00:30:22,560 --> 00:30:25,530

or share the notion that

they're fascinated with

589

00:30:25,530 --> 00:30:26,363

in the moment.

590

00:30:28,547 --> 00:30:29,460

It's a real reflection

591

00:30:29,460 --> 00:30:33,420

of what this endeavor has been for me.

592

00:30:33,420 --> 00:30:34,659

That's what I do,

593

00:30:34,659 --> 00:30:37,620

I introduce people to, basically,

594

00:30:37,620 --> 00:30:42,180

to freshness and to maintaining quality

595

00:30:42,180 --> 00:30:43,710

of things that we love.

596

00:30:43,710 --> 00:30:46,470

- It's a beautiful analogy

that you brought up

597

00:30:46,470 --> 00:30:49,620

and I never thought of it that way

598

00:30:49,620 --> 00:30:52,800

in regards to Boveda,

599

00:30:52,800 --> 00:30:57,510

but it is entirely what I have experienced

600

00:30:57,510 --> 00:30:58,410

through Light 'Em Up

601

00:30:58,410 --> 00:31:00,813

and through my journalistic

work in general.

602

00:31:01,860 --> 00:31:03,033

It takes,

603

00:31:06,750 --> 00:31:09,150

I don't know if humility

is the right word,

604

00:31:09,150 --> 00:31:13,893

but the realization

that it's not about you,

605

00:31:15,300 --> 00:31:20,070

it's about providing an

opportunity and a platform

606

00:31:20,070 --> 00:31:22,140

for other people to share their story,

607

00:31:22,140 --> 00:31:23,583

to express themselves,

608

00:31:24,720 --> 00:31:28,470

and for the viewer, the

listener, the participants

609

00:31:28,470 --> 00:31:32,429

to engage and become part of that story.

610

00:31:32,429 --> 00:31:33,510

You have to take a step back.

611

00:31:33,510 --> 00:31:36,630

- It's interest, it's,

612

00:31:36,630 --> 00:31:38,280

people have interest in something

613

00:31:38,280 --> 00:31:40,353

for a variety of motivations.

614

00:31:41,232 --> 00:31:42,240

So I can be interested

615

00:31:42,240 --> 00:31:45,000

because of something you're gonna give me.

616

00:31:45,000 --> 00:31:46,230

I'm going to get paid

617

00:31:46,230 --> 00:31:48,480

because I sold you something, you know,

618

00:31:48,480 --> 00:31:50,940

or you can be interested

619

00:31:50,940 --> 00:31:53,013

for the sake of being interested,

620

00:31:54,420 --> 00:31:56,400

to genuinely-

- And funnily enough,

621

00:31:56,400 --> 00:32:00,720

I think everything else then

is a natural progression

622

00:32:00,720 --> 00:32:02,403

or is a natural result of that.

623

00:32:03,480 --> 00:32:06,210

I never believed in sales

624

00:32:06,210 --> 00:32:08,677

or being salesy for the sake of,

625

00:32:08,677 --> 00:32:10,650

"I'm trying to talk you into,

626

00:32:10,650 --> 00:32:14,157

this is the best thing

ever since sliced bread."

627

00:32:15,780 --> 00:32:20,010

If we genuinely get

together, share a story

628

00:32:20,010 --> 00:32:22,980

and share the interest

with the other person

629

00:32:22,980 --> 00:32:27,980

so that I get to know you and

learn what you are all about,

630

00:32:28,350 --> 00:32:31,020

what the company or the product

631

00:32:31,020 --> 00:32:33,931

that you work for and with is all about,

632

00:32:33,931 --> 00:32:35,583

everything else will follow.

633

00:32:37,830 --> 00:32:42,150

And so I think you hit

the nail on the head

634

00:32:42,150 --> 00:32:44,553

and you phrased it perfectly.

635

00:32:45,750 --> 00:32:48,120

It's the genuine interest

for the other person.

636

00:32:48,120 --> 00:32:52,653

And then we come together and suddenly,

637

00:32:54,060 --> 00:32:56,460

one plus one equals-

638

00:32:56,460 --> 00:32:58,530

- Way more than two.

- Absolutely.

639

00:32:58,530 --> 00:33:02,250

There's a cigar for every

moment and every occasion.

640

00:33:02,250 --> 00:33:05,794

And that could be

different things, you know?

641

00:33:05,794 --> 00:33:09,630

Similar to aromas and flavors

642

00:33:09,630 --> 00:33:11,190

being different for everybody

643

00:33:11,190 --> 00:33:13,770

based on your sensory experiences

644

00:33:13,770 --> 00:33:18,330

and the database of aromaticity and tastes

645

00:33:18,330 --> 00:33:19,770

that you have built for yourself,

646

00:33:19,770 --> 00:33:23,959

the references that you

have for certain triggers

647

00:33:23,959 --> 00:33:26,490

that hit your sensory system, right?

648

00:33:26,490 --> 00:33:31,470

So I don't necessarily

like to talk all too much

649

00:33:31,470 --> 00:33:35,220

about, "The cigar tastes like X, Y, Z,"

650

00:33:35,220 --> 00:33:37,350

because it might be

different for everybody.

651

00:33:37,350 --> 00:33:38,472

- Yeah. Go experience it yourself.

652

00:33:38,472 --> 00:33:40,680

- And who am I to tell you that,

653

00:33:40,680 --> 00:33:43,770

you know, this has a note of

frankincense in it, right?

654

00:33:43,770 --> 00:33:45,360

It might be different for you,

655

00:33:45,360 --> 00:33:49,800

but we can talk about it.

656

00:33:49,800 --> 00:33:52,590

And there again, the cigar

becomes a door opener

657

00:33:52,590 --> 00:33:54,810

to a great conversation

658

00:33:54,810 --> 00:33:57,570

and a whole journey beyond that.

659

00:33:57,570 --> 00:33:59,703

- Reinhardt, I wanna thank

you for the conversation.

660

00:33:59,703 --> 00:34:00,750

(gentle music)

- Thank you very much.

661

00:34:00,750 --> 00:34:02,340

It's been an absolute pleasure for me.

662

00:34:02,340 --> 00:34:03,630

- It was a treat. I hope

we get to do it again.

663

00:34:03,630 --> 00:34:05,700

- I look forward to that.

Thank you very much.

664

00:34:05,700 --> 00:34:06,928

- Yeah.

665

00:34:06,928 --> 00:34:10,345

(gentle music fades out)