When dedication to a quality product meets innate marketing talent and a well-established local surname, the result is a recipe for success. Such is the case with Carlos Brugal and Federico Núñez, childhood friends who created a brand rooted in the elegance and glamour of the act of smoking.
Carlos Brugal Cigars is synonymous with status and offers every smoker the opportunity to find pleasure in moments of camaraderie, regardless of their preferences. With two blends—ranging from medium to full strength and mild to medium—the brand caters to every palate.
Friendship and Partnership
Carlos Alberto Brugal Naranjo and Federico Núñez Tejada met during their teenage years, grew up just a few meters apart, and were raised watching their fathers savor tobacco, its aromas, and flavors.
Their deep connection to their roots—now as business partners—led them to incorporate distinctive elements of their heritage into the cigar band design: palm trees representing the coconut groves of Puerto Plata, a monument symbolizing the province of María Trinidad Sánchez, and historical coins from the Dominican Republic.
As life often goes, their paths diverged as they grew older. Carlos ventured into real estate, while Federico pursued marketing and law. Yet, Nagua remained a common meeting point for both.
Answering his mother’s call, Federico returned to his hometown to manage the family farms, where he would often host Carlos for conversations over a cigar. Over time, these gatherings refined their palates, opening their senses to the vast possibilities of tobacco.
Like Carlos, Federico didn’t start smoking until he reached adulthood. “I remember one morning, at 18, asking my father to teach me how to light a cigar. Instead of scolding me, he handed me a tasting,” he recalls.
At Federico’s home, tobacco was never in short supply, thanks to his uncle Rafael Basilio, who worked with his wife at a prominent cigar factory and made sure to gift at least one box of cigars every month.
Meanwhile, Carlos continued to thrive in real estate, a prosperous and comfortable business with ample opportunities and the flexibility to work from home. In 2019, during a trip to Cuba, he immersed himself in the world of tobacco and pairings, sparking a deep interest in the leaf and its pleasures.
It was during these moments, surrounded by an extensive selection of cigars and endless afternoons of sharing, that what began as a casual gathering of friends enjoying cigars and conversation evolved, over a decade later, into the creation of a brand and a business opportunity rooted in their own enjoyment.
A Tribute to Family
Committed to crafting a product of the highest quality, the idea “aged” for three to four years, with its ups and downs, as is typical in any business. Their goal was to create one of the finest cigars on the market, one that would satisfy consumers and leave them fulfilled with every puff.
The first step was visiting various factories in Tamboril—the World Capital of Cigars—to select one known for its craftsmanship. “Every time we visited a factory, we’d sample an arsenal of cigars… It was 7 a.m., with nothing but water and coffee in our stomachs—a real punch, but it was the way to learn,” Federico recalls, before developing their blend.
The team already had the band and box designs, elegant pieces in a blue hue chosen for its association with peace and tranquility. What they needed was a master blender who could translate their vision into the perfect cigar blend. “We tried many proposals, but it wasn’t until 8 out of 10 people in the focus group gave positive feedback that we chose the winners,” Federico explains.
According to Carlos, naming the brand Carlos Brugal Cigars is a tribute to his father’s memory, a recognition that continues with their first production line, Don Carlos Brugal. This line features a Connecticut wrapper in a Double Toro vitola, with a mild-to-medium strength, and a Habano Toro, with a medium-to-full strength. “My family inspired me when they founded the Brugal Rum distillery, which today is a symbol of Dominican identity,” Carlos shares.
Market Entry
The idea for the brand emerged in 2020, and by December 2024, the cigars were available in the Dominican market, reaching cities like Santo Domingo, Punta Cana, Santiago, Nagua, Cap Cana, San Cristóbal, and Bávaro. The first production of their Habano wrapper has already sold out, with only a few Connecticut-wrapped cigars remaining.
The secret to this duo’s success lies in Federico’s natural marketing talent, the years invested in developing the blend and the brand, and a striking name and identity. “The game is called patience. Our cigars are aged for nearly two years after rolling, and that waiting period adds quality.”
Although the brand entered the market in December, the official launch is set for February 8 at the Cap Cana Marina, in the Bohemian Cap Cana Cigar Lounge. This event will kick off street and television advertising campaigns.
With smart business decisions, the first batch of cigars was limited. After achieving over 90% market acceptance, Carlos and Federico decided to release a larger shipment, which will soon complete its aging process and be offered to the public.
What sets their product apart is their marketing approach. According to Carlos and Federico, while most people sell their cigars in plain boxes, they focus on a unique blend of premium tobacco, presented in an elegant box that adds brand value. “Some clients don’t even ask about the price—they just want to own it.”
And when love doesn’t happen at first sight, they employ a face-to-face sales strategy, visiting cigar lounges in Punta Cana, La Terrera, Samaná, and other locations to engage directly with clients, who often place orders after the first puff.
Winning Over the Customer
In the near future, Carlos Brugal Cigars has clear objectives. Within a couple of months, they aim to fully cover the Dominican market before expanding to the United States, starting with Florida. They also plan to introduce a second line called C. Brugal, in honor of Carlos.
The brand’s steady growth is evident. “We launched on December 9, and as of January 25, we’ve seen more movement in the cigar business than in real estate,” Carlos shares with satisfaction.
But it’s not all about money. The long-term goal is to maintain the business as a 100% family-owned legacy, something to pass down to their children, grandchildren, and future generations. “Creating a company to get rich? No, we want to leave something behind, to establish a foundation that allows us to give back part of our profits,” Federico emphasizes.
Carlos Brugal Cigars aims to win over consumers with their first two blends, starting slow but steady, until both partners can dedicate themselves entirely to the tobacco business. “Every entrepreneur faces challenges, but fortunately, we have strong families supporting us to keep moving forward.”
Finally, Carlos and Federico agree that the greatest satisfaction comes when clients welcome them warmly, make time in their schedules, and show genuine affection. “That level of acceptance motivates us to keep working toward creating an epic, unique product that leaves people in awe, with every puff complemented by a ‘wow!’”
