Don Hermann: “Nature Is Not an Excuse.”

Many cigar makers explain inconsistencies by pointing to the fact that tobacco is a natural product. Don Hermann disagrees. In this conversation, he talks about reproducible quality, radical selection, aging without myths and why luxury today needs less show and more consistency.

“A Good Cigar Has Direction”

Interviewer: Don Hermann, do you remember the cigar that “changed everything” for you?

Don Hermann: Yes. Not because of the brand, but because of the moment. The first draw felt like a handshake: guided, clear, calm. That’s when I understood something: if I make something like that, it has to be reliable. Not magnificent once and then “pretty okay” the rest of the time.

Interviewer: What do you look for in the first two minutes to know whether a cigar has class?

Don Hermann: The draw: free, but not empty. The opening aroma: clear or blurred. And the feel of the smoke. Many people underestimate that. If the smoke arrives sharp or “dirty,” something often went wrong earlier. A good cigar feels stable from the start, as if it has direction.

Interviewer: Many say, “Cigars are natural products; variation is part of it.” You disagree.

Don Hermann: Nature is real. But nature is not an excuse. If someone buys ten cigars, they shouldn’t get ten different personalities. Variation happens, yes. The question is how much you accept—and how much you can prevent through clean, consistent work.

Interviewer: You often talk about “reproducibility.” Why is that so central?Don

Hermann: Because the aficionado isn’t paying for words; he’s paying for a result. Reproducibility doesn’t mean killing tobacco. It means mastering the variables that can be mastered. Premium has to deliver—not only on a good day.

“Passion Is Often Discipline”

Interviewer: A core of your method is the exact cut: you deliberately use only the best part of the leaf and discard a lot. Why?

Don Hermann: Because otherwise I don’t get true consistency. The central part is often more reliable in structure and behavior. If every filler leaf has an identical format, I can build blends precisely. That’s radical and expensive. But I’d rather pay that price myself than have the smoker pay it—through variation, harshness, or unrest.

Interviewer: That sounds strict. Where is the passion?

Don Hermann: Passion isn’t always romantic. Passion is often discipline. I don’t want to sell the image of craftsmanship. I want someone to light up at night and, after a few draws, notice: this holds. This is coherent.

Interviewer: What is the most moving moment for you in production?

Don Hermann: The marrying of the tobaccos. When individual parts become a single unit over time. Tobacco is honest. It shows you whether you understood it.

Interviewer: You speak about principles, but not about every fine detail. Why draw boundaries?

Don Hermann: Because there is explanation, and there is know-how. I explain the principle and the result—that’s part of trust. But certain fine adjustments are trade secrets. The smoker doesn’t need to know every screw. He needs to feel that it’s right.

Interviewer: Aging: what is fact, what is myth?

Don Hermann: The myth is: time makes everything better. Time doesn’t make things better; time makes things more honest. If the foundation isn’t right, at best it becomes milder. If the foundation is right, edges round off, harmony forms, depth grows. But for that you need clean storage and patience—and patience costs.

Interviewer: Many associate premium with the classic wooden box. You take a different route and package individually. What do you say to traditionalists?

Don Hermann: I understand the ritual—truly. But I ask: what matters more, ritual or integrity? Individual packaging protects better against foreign aromas and logistical stress. And yes, we want to conserve resources. Luxury today has responsibility. For me that isn’t marketing; it’s consistency.

Interviewer: Strength: many chase it, some confuse it with aggression. How do you define strength?

Don Hermann: Strength is body, not hardness. Weight, depth, length. It can be present, but it has to remain elegant. Aggression is often imbalance: too young, too edgy, not integrated.

Interviewer: You work in limited quantities and with selected partners. Why not “more, broader, louder”?

Don Hermann: Premium doesn’t scale like a mass product. If I grow, I don’t want to lose control. Storage, handling, advice—everything has to be right. That’s why we work with selected authorized partners. I’d rather have a few strong relationships than be everywhere and, in the end, pay with a loss of quality.

Interviewer: Your ideal moment: an aficionado, late at night, perhaps alone. What should your cigar do for him?

Don Hermann: Give calm without being boring. Depth without feeling heavy. And that feeling: this is finished. Coherent. If, at the end, someone thinks, “there was a hand in this,” then I’m satisfied.

Interviewer: One line that stays. Not an advertising slogan, but a stance.

Don Hermann: Enjoyment is only luxury when it is reliable. Reliability doesn’t come from promises; it comes from work. YOU KNOW THE DIFFERENCE!