PCA 2025: Room101

Room101 was one of several brands featured by Forged Cigar Company at the 2025 Premium Cigar Association (PCA) Trade Show. For as long as Cigar Coop has been coming to the PCA/IPCPR Trade Show, Matt Booth and his Room101 brand have been present. This year was a year where Booth and the Room101 brand could reflect on some accomplishments. First, Room101 is celebrating 15 years in the cigar industry, and second, Room101 is celebrating ten years of one of its popular brands – Johnny Tobacconaut.

While Room101 officially launched in 2009, in cigar industry fashion, the 15th anniversary is this year. The Room101 15th Anniversary humidor was one of the stars of the show. The humidor features 21 cigars from the six Room101 Anniversary releases (10th through 15th), totaling 126 cigars. These include 20 Toro-sized cigars. In addition, the humidor features a culebra blend for each of the anniversary releases.

Pricing for each unit is $2,500,00. A total of 101 humidors were produced.

Next up is the Room101 Johnny Tobacconaut 10th Anniversary. Johnny Tobacconaut first debuted in 2015, when Davidoff produced Room101. When brand founder Matt Booth “retired” and relaunched Room101 Cigars, Johnny Tobacconaut went on hiatus until 2021. Then, it was revived as an exclusive for the Luxury Cigar Club. Finally, after Room101 was acquired by Scandinavian Tobacco Group (STG, parent company of Forged) in 2022, the following year, Johnny Tobacconaut was relaunched as a core line within the portfolio.

Johnny Tobacconaut 10th Anniversary features an all-new blend, a Nicaraguan puro. Presented in 20-count boxes, the 10th Anniversary comes in one size – a 6 x 52 Toro. Pricing comes in at an SRP of $11.99 per cigar. Forged Cigar Company has said the recent fire at AJ Fernandez’s factory is impacting when the cigars will ship.