In this exclusive interview, Lincoln Salazar, Founder and CEO of Enthusiast Report Magazine, sits down with James Brown, the innovative owner of Black Label Trading Company. With a background as a sommelier, James brings a unique perspective to the world of premium cigars. Over the past decade, he has grown his brand into a significant player in the industry, known for its bold and creative blends. Join us as James shares insights into his brand’s history, the creative process behind his cigars, and the future of Black Label Trading Company. Discover how his journey from wine to cigars has shaped his approach to crafting exceptional smoking experiences.
Lincoln Salazar (LS): I’m sitting here with James from Black Label Trading Company. James, can you tell us a little bit about your brand history and the inspiration?
James Brown (JB): We have an interesting story because I approached cigar making differently than most people. A previous business allowed me to spend a lot of time in Nicaragua. As a cigar smoker, I noticed a disconnect between the tobacco I encountered in Nicaragua and the cigars available in shops. This inspired me to create cigars that highlighted what I loved about Nicaraguan tobacco—big, bold, intense flavors with a gritty, rough-around-the-edges profile.
When I started, I knew no one in the cigar industry, especially in the U.S., since I had been living abroad for almost a decade. I didn’t have a core group of cigar-smoking friends. However, I fell in love with the cigar-making process, being in the factories and fields. Initially, it was just an idea to start a small brand as a side project. We went for it without any outside influence, and it worked out, proving that sometimes ignorance is bliss.
LS: What got you into cigars?
JB: When I was a teenager, I started smoking cigarettes early and continued for a long time. In my 20s, I became interested in wine and went to school to become a sommelier. I had to quit smoking cigarettes for my palate. My dad was a pipe smoker, but that wasn’t for me. Eventually, I stumbled upon cigars and enjoyed them, though I didn’t know much about them.
One of my jobs as a sommelier took me to Arizona, where I worked at a restaurant called Anthony’s in the Catalinas. The owner also owned Anthony’s Cigar Stores in Tucson. He opened my eyes to the complexities of cigars, deepening my interest.
LS: Do you remember your first cigar?
JB: I don’t remember my very first cigar, but I do remember the first one that stood out. It was about 25 years ago—the Ashton Cabinet VSG. That cigar opened my eyes; it was much stronger and more unique than anything I had before, which sparked my interest.
LS: How did you come up with the brand Black Label Trading Company?
JB: We wanted to create something cult-like, high-status, and small-scale, akin to the fashion industry. I’m very into fashion, and brands like Ralph Lauren’s Purple Label inspired us. The gothic theme and high-end positioning made sense for us.
LS: Tell us about your production process and the number of different SKUs you have.
JB: We started Black Label in late 2012, focusing on big, bold profiles. Over the past ten years, we’ve expanded to include medium-bodied cigars and Connecticut wrappers, creating a broad portfolio. For me, blending is about making the most unique and complex cigars. While we work with heavier, bolder tobaccos, my focus is always on flavor and complexity rather than strength.
We’re unique because we’re one of the few brands our size that owns its factory. My wife and I have been in Nicaragua for the last decade, running the factory. This control allows us to be creative and do what we want without restrictions. This independence has enabled our brand to evolve and do unique things. We also have Black Works Studio, which grew from our desire to create unique and interesting cigars. Our focus is always on doing something different and producing the best quality cigars.
LS: Tell us a little bit about the factory in Nicaragua. Can you paint a picture of it for us? Do you offer tours there, and do you make cigars for other brands, or is it strictly Black Label Trading Company?
JB: We opened the factory in 2015. It was crucial for us to control every step of our process after a few bad experiences with another factory. Since 2015, the factory has tripled in size. We treat it very much like an art space, a studio for creativity and new ideas. The factory has a unique feel, different from anywhere else in Estelí or any other cigar factory I’ve seen.
We want our staff to embody that creative mindset, understanding the brand’s essence. We’ve been fortunate to have an incredible team, with most employees staying with us since the beginning and a low turnover rate. The factory is a fantastic showpiece for both brands, with a great lounge. We offer tours three or four times a year between January and March, allowing visitors to experience and understand the entire cigar-making process. Visitors not only gain respect for what we and other factories do but also fall in love with Nicaragua, its people, and its culture.
LS: In your 10-11 years in the industry, what do you think has been one of the biggest hurdles in the premium cigar industry for you? Also, what has been one of the most positive experiences for you personally?
JB: Coming into this industry with no previous experience, I didn’t know what to expect. One of the biggest surprises has been how difficult it is to continually get your name out there and build your retail base. The hustle never stops, even ten years in, which was surprising to me. It’s not necessarily negative, but it’s a constant effort.
On the positive side, it’s exciting to see a younger generation of cigar smokers interested in brands like ours. They seek more information, wanting to know why they should smoke a particular cigar, who makes it, and all the details. This enthusiasm extends to a younger retailer base as well, with new, innovative shops opening. The industry will look and feel different in the coming years, and I’m excited about that.
LS: What is your opinion on newer cigar brands compared to traditional ones?
JB: It’s hard to say definitively, but I believe everything has its place in this industry. If a brand is around, it’s because it’s doing something right. This is a tough industry, and only those who meet expectations survive. I respect all layers of the business, from the biggest brands to the smallest ones, because they all contribute to the industry’s fabric.
I love seeing what new companies come up with, as there’s still much to explore in the world of cigars. The classic brands have their place and are beloved for what they offer, while new brands can bring fresh perspectives and innovation.
LS: What is your brand philosophy?
JB: Our philosophy is to be ourselves and be different. I know I’m far from the stereotypical cigar maker, which can be a hurdle with very traditional retailers. But our brand is what it is—love it or hate it. We don’t make cigars for people who don’t connect with our brand.
We make the cigars that I want to make, and thankfully, many people enjoy them too. The name of our factory, Oveja Negra, or “The Black Sheep,” reflects this. We do what we do and are who we are, and we won’t change for anyone. The cigar industry is traditionally conservative, and I think it benefits from a little shake-up now and then, which is what we aim to provide.
LS: Wonderful. So, you were a sommelier in the past as well?
JB: I was, yes.
LS: What are some of your go-to pairings with any of your cigars and a spirit?
JB: I always recommend something that’s not too bitter or acidic. In the world of spirits, I suggest something with a bit of sweetness and a hint of sugar on the finish. Bourbons work well, but I particularly enjoy pairing dark rums with the style of cigars we predominantly make. Ultimately, the cigar dictates the best pairing. From my experience with wine tasting, a touch of sweetness helps reinvigorate your palate, keeping things awake and moving. So, I recommend going with something that has that hint of sweetness.
LS: Wonderful. Do you have any new releases coming out this year? Tell us about some of the new releases or limited editions you have planned.
JB: Yes, we typically do several limited releases each year. Sometimes they’re annual releases, coming out every year or every other year, and we also mix in some new stuff. This year, we’ve already had two new cigars. At PCA in March, we launched the Paper Crane for Black Works Studio and the Orthodox for Black Label Trading Company.
We have the Bishop’s Blend coming back for its ninth year, followed by another Black Works Studio cigar, the Intergalactic, which we did a couple of years ago. This time, the Intergalactic is coming in a Pennsylvania Broadleaf wrapper instead of Sumatra. We also have a new addition to the Black Label core line called Coffin Nails, a small 40 by 5 1/2 cigar that comes in a cool 10-pack cigarette-style box. We’re finishing the year with a special release of Morphine for its 10-year anniversary, which was our first limited release back in 2014. We’re excited about the 10-year release and have some cool plans for it.
LS: To close out, James, what are some of the future plans for Black Label Trading Company? And what legacy would you like to leave behind with the company?
JB: Over the last 10 years, our brand has grown significantly, sometimes in unexpected ways. We’ve always tried to grow as organically as possible, and we’ll continue on that path. Our goal is to get our products to as many people as possible, in as many places as possible, while sticking to our philosophy of organic growth and introducing new and interesting cigars.
As for our legacy, I hope people remember us as the little brand that could. We’ve worked hard to build our brand and to do something different. I hope we’re remembered for being one of the early brands that pushed boundaries and made people think differently about cigars.
LS: Wonderful. James, thank you so much for your time today. It was fantastic speaking with you!
Photo Credit:Justin | Photographer @theowlandcigars