The second round of this year started in early August. What is the Brand Ambassador Tour about? We asked Felix Wallenhorst, our brand ambassador, a few questions about this.
Hello Felix. The VILLIGER Brand Ambassador Tour is back in full swing. You travel through many cities of different sizes in Germany and meet numerous aficionados. Tell us about it. What exactly are you doing there?
“The VILLIGER Brand Ambassador Tour is a series of events I designed according to how I have always imagined the perfect cigar event – lots of fun and entertainment, plenty of interesting facts, and experiences for all the senses.
As a result, we have decided to switch up how we do VILLIGER tastings. Early in the planning stage, we deliberately focused on the different aspects of an event. For example, when choosing the cigars for sampling, we do not change the country or the brand. Only the length and ring gauge of the cigar change – this fact is new to many. We delve deeper into a cigar brand and show how differently the blend comes into its own within a series. We show how these sensory differences are even more distinct when paired with a 10-year-old tawny port wine (Van Zellers & Co) throughout the evening. However, the drink does not change. Instead, it forms a constant in the pairing. The gustatory differences between the two cigars can be experienced even more distinctly, as each cigar delivers unique moments with this port wine.
Later, we also talk about tobacco cultivation and serve raw tobacco from all primings (filler, binder, wrapper) of the tobacco plant for illustration purposes. On such an evening, all guests learn how time-consuming, complex, and cost-intensive it is to create a new blend and make a cigar from it.
The highlight comes at the end: All guests receive their Ambassador goodie bag, filled with four cigars. Two cigars are anonymous cigar samples that have a neutral band. These two samples can be smoked in peace and quiet away from the event and evaluated afterwards using a digital questionnaire. The aim is to ensure that the future blend is tailored to the tastes of connoisseurs. Thanks to their input, we can get as close as possible to their ideas.
The two other cigars are exclusive imports from VILLIGER North America, based in Miami. These cigars are unavailable on the German market but given exclusively to guests attending the VILLIGER Brand Ambassador Tour 2024. These two cigars can also be rated to determine whether the cigars are being enjoyed in Germany.”
That sounds interesting. How did the idea for the tour come about, and when did it start?
“The idea developed over my four years in the field. Retailers and connoisseurs have repeatedly expressed their wishes about what could make our cigars even better. For example, they should look different, taste different, and sometimes have a different price.
We have taken these wishes to heart and asked ourselves the following. ‘What is the best way to collect as many voices as possible and create a cigar based on the results?’ All other tour content was created during the organization process with the help of numerous colleagues. Ultimately, my initially relatively small series of events turned into this extensive VILLIGER Brand Ambassador Tour with 16 dates.
The tour took place for the first time in 2023.”
What is VILLIGER’s goal with this? Why not conduct an online survey to determine preferences?
“We aim to find the VILLIGER cigar blend of the future together with all participants. That’s why a joint event is significant – we want to create a common understanding for everyone. We do not want to and cannot turn anyone into an expert in one evening. However, we can ensure that everyone feels sufficiently informed to answer our questionnaire.
An online survey has the advantage of allowing you to gather information very quickly. However, it lacks personality and direct contact with people. Moreover, a questionnaire may not always provide the most valuable answers. Instead, it is the feedback I receive from the numerous guests on such an evening. Here, I can get the best sense of the emotions and have time to listen to each person individually.”
What are customers asked about? How are the results then used?
“The questionnaire is divided into two parts. Some questions can be answered in writing. These answers offer the advantage that the respondents can express themselves in their own words. Such results provide more depth and often leave room for kind and complimentary words about the event and the cigars – which always delights me.
However, we need data for fundamental questions that are crucial to us and need to be assessed objectively (e.g., draw, burn, and development of the cigar). These ratings are an unvarnished reflection of whether the cigar has met the taste of the guests or not. We then make our decision based on these results.
Last year, for example, the secret blend D. 23 was voted one of the top three best Tour cigars. This result encouraged us to continue working on this cigar after initially establishing whether we should launch it. On August 1, 2024, the VILLIGER 1888 Nicaragua Perfecto appeared on the swiss and german market – the test cigar D. 23 from last year.”
Do you see any particular trends as you develop new flavors or formats?
“The short smoke – a short cigar, but sometimes with a considerable ring gauge – is gaining importance again. We have already been busy in this segment and have expanded our variety with the La Libertad Gordito (4x60) and the NICAROMA 4x56 (swiss and german market).”
What is most important to you when it comes to enjoying a cigar?
“As my job allows me to smoke cigars more often than many others, and I frequently do this in connection with events, I enjoy cigars in smaller groups in my free time. I like it when it’s quiet, and everyone can relax. It is also a time when cell phones and social media can play no role for a while.”
Last two questions: What made you decide to work in the cigar industry back then, and what do you particularly like about it today?
“I originally come from the restaurant trade, where the cigar also sometimes played a central role for me. I found the cigar and its etiquette extremely exciting from a very early age. I took over the cigar service in a restaurant where I worked. It allowed me to perfect the presentation of the cigars and, at the same time, learn a lot about the guests and how they enjoy them. The next step was my first humidor.
I then put my dedication to cigars on hold for a few years, as is sometimes the case. Later, I rediscovered it, and with it came the opportunity to gain a foothold at VILLIGER. Now, I’ve been with the company since 2018, and I’ve been given a position as a brand ambassador for which I couldn’t be more grateful.”
Thank you, dear Felix, for this exciting insight into the Brand Ambassador Tour and your work as a VILLIGER brand ambassador. We wish you and, of course, the participants many more exciting and enjoyable experiences.