Josh Scarver and Re’Bekah Lustig are not only a happily married couple but also business partners with a shared mission to improve their community and bring people together through their love for cigars, whiskey, and charitable giving. Their journey into the world of cigars and whiskey is as unique as their partnership itself, and it reflects a blend of personal passions, professional growth, and a desire to make a difference.
Read in the magazine (rotate your device for a better reading experience):
What was your journey into the cigar world & whiskey world?
Joshua Scarver: My journey actually started from a music and a lifestyle brand ownership; cigars and whiskey were something that I always found interesting. My background is not a story of reminiscing about family members enjoying cigars or whiskey or teaching me how to enjoy these things. It honestly was something I saw in Mafia movies, Winston Churchill documentaries, Hip Hop music and magazines that made me interested in trying them. It appeared as something gentlemanly and sophisticated that appealed to me. The first images that comes to mind was the album cover of Jay-Z’s “Reasonable Doubt” and Suge Knight from Death Row Records on the cover of the The Source with a red suit smoking a cigar in front of Rolls Royces that made me want to smoke cigars when I was old enough to do so.
Bekah Lustig: Raised in a family-owned business as a distributor of professional beauty supplies, I acquired a variety of transferable skills, and it only felt natural to work with my husband as a business partner. When Josh expressed that he was interested in premium cigars, we went to our local cigar lounge and spoke to the seasoned tobacconist on duty. So many to choose from, who knows?! Finally, he settled on a Padron 64 Natural. Here was an interest that we could participate as a couple. Date night at a cigar lounge Josh smoking his cigar while I enjoyed a cocktail. Like many interests, we learn, our palates mature, and we find ourselves networking with other like-minded people.
Eventually my cocktails turned into an interest in Bourbon. We took a trip to Louisville, KY and discovered a fantastic tour at Maker’s Mark! Since my “day” job is in Manufacturing and Consumer Product labeling, I related that experience to the distilling production environment and labeling. Other passions of mine are horseback riding and gardening. With an interest in gardening from seed, weather and soil conditions and crop rotation, the growing of tobacco was also highly relatable and interesting. What qualified as a wrapper and the blending of that with filler and binder. Maybe it is just the artisan handmade aspect, the love of farming with horses and the interest of agriculture that I find cigars so interesting.
What are your roles in your business partnership? How do your individual strengths complement each other in the cigar and whiskey industries?
Josh: As a person who has been a consumer of cigars for 16 years, I have attended cigar events and festivals, studied industry brands along with their history. During my smoking journey, whiskey became a natural pairing for me. Traveling throughout my home state, and a few other places such as Colorado, Iowa, Kentucky, Ohio visiting distilleries allowed me to gain knowledge and speak with Master Distillers learning about tasting notes. Over the past 4 years I have shared this knowledge with about 10k followers on my Instagram page by expressing my thoughts on cigars and whiskey. I consider myself a connector of brands and sharer of information. On my personal social platform, I have had the opportunity to interview different cigar brand owners and on the flipside as an Ambassador of some of these brands I have been a Podcast Guest to share my insights. Basically, I try to do it all, because nothing beats experience. All this exposure has evolved into an opportunity to sell cigars to cigar lounges. My role in our business partnership is salesmanship, knowledge and experience.
A music and brand ownership background gives me some unique insight on what makes people support a brand in this age of social media. I use this tool to reach new consumers or potential future cigar smokers. With this digital platform, I meet and interact with consumers where and when they are available. There will always be the traditional way in which a tobacconist can lead the consumer to a cigar brand, but brand awareness can also be pushed at the consumer level through virtual communities. If the 2020 pandemic taught us anything, it taught us that people will go online to have a human connection.
Bekah: I enjoy working with Josh. When it is possible, we travel together. We bounce ideas off each other (some good and some bad), and I feel we complement each other. Typically, I handle imagery, any graphics that are needed. As an in-house graphic designer, I have set up many tradeshows, so events come second nature. I consider Josh the initial contact and take care of the Sales aspect, where I am just play the supporting role.
What are some of the biggest challenges and rewards of working together as a couple in this industry?
Josh: Cigar sales remain to be a male dominated industry, although I see that turning in the past few years. I would not consider this a challenge, but it is unusual to see a husband-and-wife team selling cigars. Even though most of the independent companies are owned and operated based on a family business model. From brands like E.P. Carrillo, Fuente, Padron to even most cigar shops and lounges are family owned and operated in some capacity. Hopefully we can help to break the stereotypical thoughts of cigar sales and cigar enjoyment.
As an independent cigar broker, what do you believe sets you apart in the industry? What unique value do you bring to the brands you represent?
Josh: As an independent cigar broker, what do you believe sets you apart in the industry? What unique value do you bring to the brands you represent? I consider myself unique when it comes to owning and operating a small boutique cigar brokerage business. My beginnings did not start by working in a lounge nor had anyone in the industry conduct a “ride along” in the field or coached me through the sales processes. Much of it was self-taught and trial and error. It does help being a cigar nerd/enthusiast myself. I go by the old adage, “treat people how you would like to be treated”, with respect and straightforward honesty. I will say it is not an easy industry, so I respect and admire any cigar brand that can stand the tests of time to build a business. It may seem glamorous in pictures, but it takes a lot of work, time and money to be successful in the cigar world.
What makes you passionate about reviewing whiskey and working as a cigar broker? How do you manage both roles, and what’s the magic behind pairing whiskey with cigars?
Josh: Whiskey and cigars are based on stories and flavors, and I believe they are a match made in heaven. Much like food, all our palates are diverse and there is truly something for everyone. As someone who enjoys trying new things, I urge people to mix it up and encounter what they enjoy for their own palate. The different notes of whiskey flavors and aromas along with the nuances of tobacco is something that I could talk about at length, but it is best to experience it. As far as managing them both, I feel like it is just something that is continual. It will forever be a part of a lifelong journey of learning, gaining new knowledge and skills throughout life, both personally and professionally.
Bekah, you’ve organized cigar events with Josh where the profits went to organizations supporting children and those in need. What inspired you to use these events for charitable causes?
Bekah: Back when Josh was in the music industry, we developed a charity, dwydgives, that collected gently used books and new toys. As he changed industries, the charity remained but instead we set-up a fund and collected monetarily online at dwydgives.com site. Most of our donations go to the Milwaukee Child Advocacy Center fund. This benefits neglected and abused children. While this is a topic that many do not want to talk about, the Milwaukee Child Advocacy Center helps over 5,000 children in our area. Monetary funds are only approved for the purchase of toys, books, clothing, health care items, weighted blankets, anything directly used by the children serviced. I do not think there was any specific inspiration, just the desire to bring positive change to the children in our city. Possibly being the voice for those that don’t have one.
What are your next plans for hosting cigar events or other initiatives to support charitable causes?
We currently do not have any plans to host charitable events, but we continue to donate throughout our network, again to create positive change wherever we can.
As a couple who are also business partners, what is your shared vision for the future of your work together in the cigar industry? How do you see your partnership evolving over time?
Bekah: My personal vision is for Josh to grow and develop in both the Cigar and Spirits industries and if we can do that together full-time, it is just icing on the cake.
Josh: Our partnership is entrepreneurial; being passionate about building, growing and learning about each aspect of the cigar industry. We desire to keep traveling and making connections through a good pour and an excellent smoking experience.
