PCA 2024: Drew Estate

The 2024 Premium Cigar Association (PCA) Trade Show marked the return of Drew Estate to the Trade Show. Drew Estate certainly didn’t miss a beat when it came to the Trade Show. The booth was chock full of excitement, traffic, and loud music. However, this was still a very different trade show for Drew Estate. In the past, Drew Estate was known for launching a slew of new product offerings at the PCA Show. This year, Drew Estate only came into PCA 2024 with one new product, the Blackened S84 Shade to Black. Despite it being only one product, this year still had all the energy of the days when Drew Estate would launch many new products. In fact, for a large company launching only one new product, I cannot remember any company doing it in a grander way,

Consequently, it should not be concluded that the company is slowing down in terms of innovation. During the years Drew Estate was out, the company moved toward more in the way of consumer engagement. It has used its Freestyle Live concept to roll out these innovations. Even though Drew Estate is back at the Trade Show, I wouldn’t expect them to sacrifice the success of Freestyle Live, either. As a result, I expect trade shows and consumer engagement to be the parallel mechanisms for launching new products.

Another exciting thing is that a recording studio was set up right in the Drew Estate booth. Jonathan Drew and Freestyle Live’s Izola Woods used it to interview visitors, including retailers and media. It was indeed a unique attraction in the booth.

Blackened S84 Shade to Black is the second collaborative release under the Blackened brand. Once again, James Hatfield of Metallica, Rob Dietrich of Sweet Amber Distilling, and Jonathan Drew come together. This time, it’s a new Connecticut Shade offering under Blackened. S84 Shade to Black was released as an unbanded Freestyle Live Mystery cigar in January as part of its sixth Freestyle Mystery Pack. The S84 pays homage to Metallica’s second album, Ride the Lightning. Shade to Black is an ode to the song Fade to Black. The “S” references the (Ecuadorian) Connecticut Shade wrapper used.

In addition to the Shade wrapper, the S84 Shade to Black uses a Connecticut River Valley Broadleaf Maduro binder. The fillers are a combination of Nicaraguan Maduro and Pennsylvania Broadleaf Maduro leaves. Presented in 20-count boxes, the Blackened S84 Shade to Black” by Drew Estate is available in the same sizes as M81: Robusto Toro, Corona Doble, and Corona. The cigar shipped to retailers immediately after the show.