This past year saw Quality Importers Trading Company (QI) return to having its own premium cigar brand, Conspiracy Cigars.  Some may remember that several years ago, CEO and founder Michael Giordano had a brand called Cult Cigars. On Episode 318 of the Prime Time Show, Michael Giordano (CEO), Alex Goldman (COO/President), Michael Giannini (Chief of Consumer Engagement), and Michael Boswell (Sales Director) discussed the project.

Quality Importers had been looking to get back into having its own premium cigar brand for a few years. When Goldman and Giannini joined Quality Importers, it gave the team some experienced players in this area.While at Swisher, Goldman led Royal Gold Cigars and was a key player in the Drew Estate acquisition. Giannini’s premium cigar experience spans El Credito, General Cigar, and Ventura Cigar Company.

To produce the Conspiracy line, QI turned to Casa Carrillo and Ernesto Perez-Carrillo. Giannini has a long relationship with Perez-Carrillo, going back to his El Credito days. There are two blends, each with a different wrapper: Ecuadorian Connecticut and San Andres Maduro. There are three sizes (Robusto, Toro, and Gordo). Pricing ranges between $10.99 and $14.99.

Quality Importers knew they could not bring a cigar brand to market with a traditional go-to-market approach. If they did, then they would appear just like anyone else wanting to have a cigar brand. Instead, the company adopted its Swagstorm approach and tied it to its core competencies. We see in the market many cigar companies use accessories to sell cigars. In the case of the Swagstorm, Quality Imported would use the cigars and tie it back into its other value proposition areas – namely its accessories and its customization arm, the Swag Bunker.

Here is the Prime Time Episode 318, where Michael Giordano and the QI team talk about Conspiracy Cigars

Video Credit: Cigar Coop