(upbeat rock music) (gentle guitar music) - There's a story inside every smoke shop, with every cigar and with every person. Come be a part of the cigar lifestyle at Boveda. This is Box Press. - Thanks for having a cigar with me. - Well, I have to thank you. It's a privilege. Sharing those moments is priceless, I feel. - What are you inspired about today? What is driving you today with your pursuits around here? You have a lot of relationships in the cigar industry, obviously.
Reconnecting with friends you haven't seen perhaps since last year? - Absolutely. Well, I didn't make it to the show last year because of a family situation at home. I'm taking care of my grandmother. She's 102 now. So certain things had to be done. I couldn't make it to the show. But I was here last two weeks, two years ago. - Two years ago. - Two years ago. That's what you call it. Sitting down with you guys. And now we're back.
So as you said, it is all about reconnecting, seeing people again, giving everybody a big hug and sharing a cigar. - Are you as passionate about food as you are about cigars? - Oh, absolutely. Yeah. My earliest childhood memories are always around the family table, kneading dough with my grandfather, baking bread. I come from a very simple and poor background. So we never had much, but we had the family table. - And tell people where you're from. - Austria. I was born and raised in Vienna.
I always say I'm a classical Viennese mixture, a little bit of everything that the former Habsburg monarchy, Austro-Hungarian Empire had to offer. So my name is Slovenian, but I had mixed influences and different parts of the family, but true Viennese born and raised. I spent most of my life there, apart from the time I spent in London. I live and work there. Always enjoyed London, consider it my second home. And I was working in the hospitality industry there.
So I was a bartender at the American Bar at the Savoy. I worked for a consultancy company and co-opened a gin craft distillery right in the city of London. So in fact, the finer things in life, food, good drinks, that's always been an integral part of my life and what I enjoy the most. I have to say, though, people in the wine and spirits industry and in the food industry, they are passionate.
But I have never experienced anything like the premium cigar industry when it comes to how people come together, how you connect through a humble cigar. The conversation that you're having, it's unique. And that's utterly fascinating. - I wonder why that is. Just one idea of why that might be the case is, it causes you to slow down, causes you to be present. It's very hard to enjoy a cigar if you're not fully engaged in the experience of enjoying the cigar.
- It's not something you do rushed whilst you're running from A to B. - You don't do it passively. - Absolutely. - I mean, it's not, I mean, you may listen to music, you may enjoy a meal. You know, we had opportunity to eat a few meals together with the team. And the complaint among the group is, most of the places you eat in Las Vegas, you can't enjoy a cigar while eating.
So, but in a lot of times previously we've been here, we'd go to Ferraro's or we'd sit out on the patio and eat this sumptuous Italian dinner. And while we're eating, during the courses, we're enjoying, we had cigars going during the meal. Is that a European thing or is that a- - I think it very much is. The only downside would be that in a lot of European countries, given the regulatory framework, you don't have that opportunity anymore.
And you don't get the privilege and pleasure of enjoying a good meal with a cigar. In certain countries, it's still possible. But in Austria, for example, you wouldn't have that opportunity because smoking is mostly forbidden indoors in public places. So that's a bit of a challenge and a hurdle. But there's something very, very special about that moment when you share a meal with somebody, you're breaking bread together and you share a cigar.
- Well, and typically a European, in my opinion, would be inclined to have a more long course of dinner than an American. We're a lot of times obsessed with getting back to whatever we were doing. Or there isn't the time taken and the- - The hustle and bustle, work, always being busy. It's true. I see more and more of that internationally, though, as well. And I think in the time that we live in, everything is fast paced. Everything is digital, everything is online. You're constantly available.
And I very much love the, what you mentioned earlier and the topic that you brought up about time. To me, a cigar is time and it is also the perfect product for our current time, because more than ever, it's so relevant to slow down, focus on being present in the moment and to just enjoy a great conversation, appreciate the moment for what it is. And that could also be just a moment for yourself.
When you sit down with a cigar and you contemplate, you think about life, about the day you had, the conversations you shared or reading a great book. So whether it's time for yourself or time shared with somebody else, the cigar is kind of always like the facilitator that makes the entire experience unique, I find. - So in your creative journey and the things that you've worked on in your career, you're known as a creative, an inspirational creator.
I mean, that's kind of the reputation that you have, at least in what I've read about you and what I've heard about you. I'm just, I'm curious, where your work life with, are you engaged fully in Meerapfel day in, day out? - Being the vice president for Meerapfel Cigar, that is what I focus on, what I spend my time, my energy on, and where I'm delighted and humbled to attribute and dedicate my time and resources and my passion. I had an interesting path in life and career thus far.
I'm still a young gentleman with 35 years of age, but I had the privilege of exploring different industries and different fields of expertise. But as I told you before, it always kind of evolved around the inspiration that I have from my family and growing up in a humble environment where the meal was important, the family table was important, a good conversation was important, and it always stayed with me. I then ventured into a few other things. I mean, I studied socioeconomics.
I worked with handicapped pupils. I was a skiing instructor. I almost became a professional musician. I'm a drummer and a singer, but I eventually reconnected with the things that inspired me most as a young child. And that's always been those simple, honest, handcrafted products. Like a great piece of bread, a wonderful wine, or a handmade premium cigar.
And so at some point I understood that this is truly what I would love to do with the time that I'm given, that I'm presented with, is to share experiences with other people that are somewhat memorable and meaningful to them. And doing that through an analog product, something that is real and tangible, that you can smell and that you can taste, for me, is the most impactful and direct way to do that. Because it hits you right away.
It does something to you, especially our senses of smell and taste. I mean, all our sensory system, it's so interconnected, everything's intertwined, but our senses of smell and taste are so relevant in the day-to-day life and how we perceive the world, how we think about life. Also on an emotional level, it has to do with how our brain sort of takes in and works in all these sensory triggers that we get. But it immediately links with our memory, with our emotions.
To give you a simple example, everybody has a certain scent, a certain memory of your grandmother's dish when you open the door coming home from school or after a long day of work. - Definitely. - And there's that one meal that puts you in a place of tranquility and peace and comfort where, you know, I'm home. - No, I'm experiencing it right now as you're talking about it. I'm just paging through memories that I have and- - And isn't it fascinating how you can recall those memories?
And I have a taste on my tongue. I have a scent in my nose from the potato bread that my grandfather used to bake. And that always reminds me of how important it is to appreciate those things and to be more connected with our senses, with our perception of the world. - Well, and you could have stopped the sentence with, just with "to be more connected."
I was thinking, I had a conversation with one of the gentlemen that runs the Luxury Cigar Club, and we were talking about the luxury experience and how there's almost an exhibitionist approach to luxury consumption, at least in American society, and with all the social media. And going back to the simplicity of when you talk about the bread, when you talk about the smell at the door when you walk in, that connects you to a memory, that connects you to yourself.
It's conscious living and the ability of luxury experiences to impact conscious living as opposed to being just strictly looked upon as a hedonistic escape. You know, it's, not to be judgmental about hedonistic escapes, but it's like, there's so much more. - Absolutely. - About being present in the moment and it's really getting rather deep. But I'm rather enjoying it. - And, you know, that's why we said, Meerapfel Cigar, we call it the UberLuxury.
I mean, this cigar has created the segment of UberLuxury in the cigar world. And by that we're not talking about the price point. We're talking about the hedonistic experience. We're talking about analog, we're talking about time, and we're talking about preserving certain values and traditions that have been important in the past. And we probably somehow forgot some of those things in these very hectic environments and in the world that we live in.
And that's also, and coming back to what we were discussing about my previous work experiences. That's where I immediately understood and realized that the Meerapfel family has a unique legacy and history, with 400 years and 11 generations. And this project, it's a legacy project. It's a means to share values and history with people through an actual cigar.
And that was why I immediately connected with this idea and with the concept, besides the fact that I share a European heritage and an upbringing like the Meerapfel family. So there's certain things that we have in common and that we clicked initially and immediately. And that's why I'm blessed and grateful to dedicate my time and resources to this. - Who smokes that cigar? - That's a very interesting question.
And without being judgmental or, you know, stressing any preconceived notions, we always wanted Meerapfel Cigar to be affordable and available for pretty much anybody. Yes, this is a luxury cigar, an UberLuxury cigar with a certain price point to it. But everybody should have the opportunity to enjoy a Meerapfel cigar at least once. And depending on where you are, availability, a certain disposable income, that might be once a month, once a year, or once in a lifetime. - Or once in a lifetime.
- But I think this is a product for people who treasure those values that we discussed. People who want to take the time to reflect on what was important, what has been important, what is and will be important for a long time. And certainly people who appreciate the finer things in life, right? No question about that. But I've seen men and women all around the world lighting up one of these cigars. And I can tell you every single one of them took a moment, looked at the cigar, smelled.
- It's a beautiful cigar. - The ethereal sense, and had that taste sensation lingering on the palate. And there's always something happening. I see it in the eyes. I see it when, it's kind of like that moment where you stop for a moment and you realize that something very special is happening. And I have that with cigars in general, where I feel very much connected with all the people who invested so much time and energy into crafting and creating this.
But even more so when you reflect upon a family history and a legacy of 11 generations who have been so heavily involved with trading tobaccos all around the world and shaping the industry in one way or another, even though mostly behind the scenes, because the name Meerapfel, to many people who enjoy tobacco and cigars, might still be rather unknown, though the family has been around for such a long time.
And so that's what's so fascinating for me, when you see something click, something happens with the people where they connect with themselves, but also with something that's bigger than themselves and has meaning. - Everybody has a first experience with a cigar. They're varied.
And a father sharing something with a son, a buddy, you know, my recollection of cigars was playing garage poker and smoking really cheap, store-bought, you know, like convenience store-bought cigars like a Swisher or a White Owl or whatever back in high school, late high school, early college. Today I take a lot of pleasure from giving cigars to people. - Oh yeah. - Finding someone that maybe I met at the store that I visit with regularity and they were smoking a, perhaps a infused cigar.
because that's how they got introduced. And then introducing them to a Connecticut or a Maduro or Habana wrapper that I like, that's approachable and not gonna put a dent in their forehead, that they're gonna have a decent experience with to take it to the next level. What's your experience been with introducing people to cigars? Or is that part of your focus as you look at your Meerapfel experience in terms of how to engage people?
- I think there's different aspects how to best answer that question. One is, I love introducing people to cigars when they probably haven't had that experience before. And to give them the opportunity to explore and experience the unique magic of a conversation and a cigar shared with great people. I wouldn't necessarily present somebody with a Meerapfel cigar as their first cigar ever. But that's the other aspect.
If you meet somebody who is a seasoned cigar aficionado, and I have the privilege of presenting them with a Meerapfel cigar, that to me is a very, very special moment. I mean, you saw that it makes me humble and I'm very respectful in the way I treat these cigars. Because even for me, it's a rare treat to enjoy one of these. - Downright reverent. - But to have the opportunity to present somebody, a friend, a fellow, or even a stranger, with a Meerapfel cigar, to me is a magical moment.
So it's both the ability to introduce new people to the world of cigars or to introduce people who already had, who had tipped their toe into the waters of premium cigars and then introduce them to a Meerapfel cigar are equally special and and beautiful. - Do you remember your first one? - My first Meerapfel cigar? - Yeah. - Yes, absolutely. As it were yesterday. It was together with Jeremiah Meerapfel.
We were in Belgium at a beautiful castle called Château de Moxhe and we broke open a box of Meerapfel cigars. We visited a very good friend of the family and we at the same time had the opportunity to shoot some photo and video content for Meerapfel Cigar. And it was the first time that I sat down with Jeremiah. He presented me with a Meerapfel cigar. In fact, it was a Meir Pyramid, same cigar that I'm smoking right now. And it was like the world stopped.
I didn't think about time and place anymore. And I just had that very moment shared with Jeremiah and to explore and experience the cigar for the first time. - It sounds like a fabulous setting for that introduction. - Absolutely. I couldn't have thought about a better place with that gorgeous environment, surrounded by lovely people and then getting to share one of these. - So did the friendship precede the engagement with the company? Was there- - Oh, absolutely. - For a long length of time?
- Absolutely, yes. Otherwise, I couldn't be in that place and I wouldn't want to, to work on a project if I don't feel like it has a special meaning or I belong. And, you know, I've been self-employed for 10 years, running my own company, and to take the time and the effort and the passion to invest myself into a project, it means a lot to me. And I couldn't do it for any other, you know, random project and product.
It took me a while to realize in life, what's really important is to love what you do and to enjoy every single day, not even going to work. You know, for me, the whole concept of work-life balance doesn't exist, because there's meaning in what I get to do for a living. And I consider it an integral part of my life. We all spend most of our time working, so I never wanted it to feel like work. So I have to love and enjoy it.
And besides having an entrepreneurial spirit and mindset, for me, whichever project I work on, whichever product I get to work with, I give it my all. And I would always treat it not only with respect, but as if it were my own. And that was crucial in the way the relationship and the friendship evolved with Jeremiah and then afterwards with the whole Meerapfel family and with our family team, where it's an integral part of the way we come together, we work together.
And what we then get to share with the outside world. - You look at statistics and data that's produced in surveys, and the vast majority of people aren't in love with what they do. What a gift. - That's why I said I would hope to, I would love that that's the case. And I hope that could serve as an inspiration to other people as well, to have the courage to reconsider what it is they're passionate about in life and what they get to do on a daily basis.
At the end of the day, what do we want to be remembered for? Or what do we want to think about and remember ourselves when eventually things come to an end or we go onto the next part of our journey, right?
I would hope that we can say, with gratitude and with joy, that we had the opportunity to do something with our lives that is meaningful and that means something to ourselves and to other people, and that hopefully we got to share moments and experience with other people that are worth remembering. And you know, you always say, "Lead by example," right?
And I wouldn't dare say that we get to influence other people in what they want to do with their life or where they're supposed to end up work-wise. But I hope that it can be a role model where other people also think about, what do we do with the time that we are given and that we're presented with and make it memorable. - I'm very relaxed all of a sudden.
I've gone from, "Who's gonna be on the schedule today and how many people are we gonna be able to connect with?" And I'm just in a sort of a place in the day where I'm just, I feel really relaxed. I wanna thank you for that. - I have to thank you. - Experience in conversation. I mean, it's just a lovely experience. - I wouldn't dare say, like, you're in a bubble, right?
But it feels like you become somewhat disconnected from what's happening around, from all the hustle and bustle and, you know, time and place aren't that relevant anymore because you get to share and enjoy something, an experience. And that's what cigars, what great cigars can do, and what great conversation does. - Talk about Light 'Em Up. Talk about your interviewing world. - I think it comes back to what we were discussing before.
The whole idea of Light 'Em Up from day one has been to build bridges, bring people together, and provide a safe space and environment where people can meet and enjoy a great conversation. Ever since day one, Light 'Em Up has been about the love and respect for the premium cigar industry, the people therein, and how we can share those stories with the outside world, whether it's a cigar enthusiast or people who never enjoyed and smoked a premium cigar.
We have people joining from all over the world, all walks of life, and everything from a seasoned cigar enthusiast aficionado, a once every-now-and-then kind of smoker, to people who never enjoyed a premium cigar, but they love the conversation.
And not once, but many times I had people coming up to me or sending an email, a text message, or a DM on social media, that they don't smoke cigars, they've never tried one in their life, but they love joining because they're fascinated by the conversations and the stories of these people. What inspired them, what influenced them, and what ultimately brought them to the dance and to the industry.
And that to me is a true testament of what we discussed earlier, the ability of a premium cigar to bring people together and to give us an opportunity to share a moment and share certain stories. And so that has always been the nucleus and the core of Light 'Em Up And still to this day it is. And on a weekly basis, every Wednesday, we get to open our virtual lounge via Zoom to the people who come and join us.
We have normally a guest, a star guest, an icon from the cigar industry to lead the conversation and to share the interview with me. And then we have people joining from all around the world directly via Zoom at the lounge or through the live stream that we put online and become immersed in that experience and become part of it. So it's not like a static format where you just sit and watch or you listen to a podcast, but you can truly become part of the experience.
And that to me is very important. It's a different way of engaging with the conversation and not to just passively listen, but to truly be a part of it. - I've enjoyed the occasion to interview people and have conversations that we've captured on video for our podcasts and different events that we've participated in. And what I've loved so much about it is, it's a very parallel reflection of what Boveda is about as a company. We're an asterisk on this entire industry.
We're not the star of the show. We're a supporting actor. We're committed to helping our customers enjoy their passions, maximize their passions. And there's something, it's just a privilege to get with people and give them space to tell their story or share the notion that they're fascinated with in the moment. It's a real reflection of what this endeavor has been for me. That's what I do, I introduce people to, basically, to freshness and to maintaining quality of things that we love.
- It's a beautiful analogy that you brought up and I never thought of it that way in regards to Boveda, but it is entirely what I have experienced through Light 'Em Up and through my journalistic work in general.
It takes, I don't know if humility is the right word, but the realization that it's not about you, it's about providing an opportunity and a platform for other people to share their story, to express themselves, and for the viewer, the listener, the participants to engage and become part of that story. You have to take a step back. - It's interest, it's, people have interest in something for a variety of motivations. So I can be interested because of something you're gonna give me.
I'm going to get paid because I sold you something, you know, or you can be interested for the sake of being interested, to genuinely- - And funnily enough, I think everything else then is a natural progression or is a natural result of that. I never believed in sales or being salesy for the sake of, "I'm trying to talk you into, this is the best thing ever since sliced bread."
If we genuinely get together, share a story and share the interest with the other person so that I get to know you and learn what you are all about, what the company or the product that you work for and with is all about, everything else will follow. And so I think you hit the nail on the head and you phrased it perfectly. It's the genuine interest for the other person. And then we come together and suddenly, one plus one equals- - Way more than two. - Absolutely.
There's a cigar for every moment and every occasion. And that could be different things, you know? Similar to aromas and flavors being different for everybody based on your sensory experiences and the database of aromaticity and tastes that you have built for yourself, the references that you have for certain triggers that hit your sensory system, right? So I don't necessarily like to talk all too much about, "The cigar tastes like X, Y, Z," because it might be different for everybody.
- Yeah. Go experience it yourself. - And who am I to tell you that, you know, this has a note of frankincense in it, right? It might be different for you, but we can talk about it. And there again, the cigar becomes a door opener to a great conversation and a whole journey beyond that. - Reinhardt, I wanna thank you for the conversation. (gentle music) - Thank you very much. It's been an absolute pleasure for me. - It was a treat. I hope we get to do it again.
- I look forward to that. Thank you very much. - Yeah. (gentle music fades out)