In this episode of Deep Cuts Live with host Antoine Reid, George Rico shares how he expresses his creativity through making cigars. George’s father worked in the cigar industry and soon after the famed ’90s cigar boom, George decided to launch his own boutique cigar brand. He decided early on his brand’s unique selling point would be the story behind each blend and the different approach to branding, such as using a flower as inspiration for the Gran Habano’s popular Black Dahlia cigar. Learn how George marketed his brand, how he convinced retailers to carry his brand, and why running his company with a “boutique” mindset has kept him in business for over 20 years.
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