After my 15 years working in the premium cigar industry, I’ve seen many people, brands, and cigars come and go. I’ve also witnessed numerous changes in regulations, some of which are quite unreasonable, and a prolonged fight with the FDA that has lasted years. As the industry continues to evolve, I had the opportunity to speak with Brian Desind today, the owner of Privada Cigars. Desind is one of the more controversial figures in the cigar industry, known for his loud and outspoken opinions and early contentious relationships with industry leaders like Carlito Fuente from Arturo Fuente Cigars.
Desind has often spoken about the need for the industry to modernize and reach a younger adult demographic. In his early days, he attracted considerable attention by releasing cigars themed around popular culture, such as the “Cookie Monster” cigar, which featured a Sesame Street character. This move drew not only consumer interest but also significant scrutiny from industry leaders. Me, (Lincoln Salazar) as a staunch advocate for the premium cigar industry and a supporter of the movement to keep the FDA out of our humidors, I believe Desind’s decision to launch a cigar with such a theme was not the wisest move for the industry as a whole. At that time, we were in the midst of fighting to prove that premium cigars are not marketed to children—a claim that Desind was not trying to counteract. Premium cigars are not marketed to kids, nor are they in the same category as marijuana, vape, or cigarettes. I think it’s safe to say you’ll never see underage kids behind the school smoking $50 Cohibas with their friends. Nevertheless, Desind’s marketing strategy with these cigars was effective for his business.
I’ve followed Privada Cigars for several years now and have observed many changes in their business plans and overall demeanor in the cigar industry. Recently, Privada has taken down all its Instagram posts, replacing them with messages stating, “DO NOT JOIN PRIVADA,” leaving many consumers wondering what’s happening. As a veteran of over 20 years in marketing and advertising, I was intrigued by this bold move and decided to speak with Desind about his unconventional marketing strategy. He continues to be a disruptor in the industry, even within his own business.
During our conversation today, I found Desind to be more mature, focused, and genuinely passionate about premium cigars. In today’s digital age, many things, including cigar groups, are online. In fact, I smoke cigars with about three of my friends on FaceTime at least a couple of times a week, even though they’re in another state. There’s no denying that Desind is building an online presence that many others aren’t yet tapping into. Today, Privada announced it will be making its club members-only. To become a member, you must join their club at a minimum cost of $28.99 per month for three premium cigars. Desind explained, “We are not the next Cigars International or JR Cigars, nor did we aspire to be. We are the first the only Privada Cigar Club, carved from out own vision, singular creation”
Whether you agree with Privada’s practices or not, the proof is in their actions. Based on Desind’s numbers, Privada Cigar Club has had over 70,000 members in the last five years, selling upwards of 24,000 boxes a month and generating over $50 million in revenue during that time. Regarding the recent changes at Privada, Desind said, “Privada Cigar Club took a traditional, sometimes stale industry and brought it into the modern era with a fresh, exciting approach. We started with a massive collection of almost 4 million cigars, each one carefully aged and crafted by master blenders. As the word got out, people couldn’t get enough, and our cigars started flying off the shelves. Now, with less than 2 million cigars left in our collection, we’ve had to make things members-only to keep the experience special and maintain the rarity of what we offer. This shift has made Privada even more sought after, with our cigars often selling out quickly, creating a buzz that has cigar enthusiasts eager to join and stay a part of something truly unique.” 
Whether you love Privada or hate them, it seems that Desind and his “army of Privadans” are here to stay as the premium cigar industry continues to evolve in a digital world. Some may ask if he’s the “Joker” of the industry, a villain looking to destroy the brick-and-mortar cigar shops from his secret lair, or if he’s the “Batman,” bringing a new, unique approach to attract younger adults to the camaraderie of becoming cigar enthusiasts. Keep in mind, Desind also has the Limited Cigar Association (LCA), which works with over 500 brick-and-mortar shops nationwide, and many of these shops have praised the program for bringing new cigar enthusiasts to their stores and lounges.
Today, Desind spoke about his desire to support the premium cigar industry and mentioned that he has become more humble after some of his past controversial statements to his peers in the industry. He plans to continue building Privada by offering unique, collaborative cigars crafted by master blenders for his private members, ensuring that both current and new members will be satisfied.
Let us know your thoughts on the evolving premium cigar industry and Privada Cigars. Email us at info@enthusiastreport.com.
By Publisher – Lincoln Salazar