Passionate about literature, swimming, solo travel, and ceramics –not to mention dogs– Katja Gnann, the Editor-in-Chief of Cigar Journal since 2010 (though she has contributed to the magazine for over two decades), is a leading figure in the world of premium cigars, backed by her deep knowledge of the industry.
Read in the magazine (rotate your device for a better reading experience):
She began her journalism career at a regional newspaper but later worked for the German magazine Der Spiegel from Rome. Her academic background includes studies in Art History and Romanticism in Heidelberg, Palermo, and Rome, where she lived for several years.
Among the challenging experiences she recalls, Katja shares that when she first started at Cigar Journal, she traveled to London to interview actor Christopher Lee, as the magazine often featured stories about famous smokers on its cover at the time. “So, after meeting him at his hotel, I learned that he was convinced that granting me the interview required me to bring him a box of Montecristo No. 1.
“I was inexperienced and thought that saying no would ruin the trip and the story, so I’d have to go buy what he expected. But then his agent arrived and sorted things out, as he had brought the box with him, and apparently, Christopher had set up this supposed deal. What I can say is that it’s amazing how cigars can appease difficult people.”
On the other hand, she has had many pleasant and emotional moments, “including some interviews where I was on the verge of tears…” Among them was her return from the Dominican Republic in 2019 after working in a cigar factory for five weeks: “A very important experience for me, very educational, as I felt very close to the people I lived and worked with.”
The Future of the Industry
Over time, Katja has observed that cigar companies have become more internationalized and closer to the end consumer, so they better understand what customers want or expect. Unfortunately, in parallel, there is a trend of family-owned businesses being sold to corporations, “and I think every sale is a shame.”
As for cigar enthusiasts, they are becoming more open, curious, and aware, while also more relaxed and passionate… “I only see positive things in the younger generation of cigar smokers, both men and women.”
Regarding the role of women, she affirms that it has evolved significantly. Before, you could count on one hand the number of women who had a role in the industry. Now there are many more, and the environment is becoming increasingly mixed. “It’s wonderful, though a bit more feminine power would be even better. Many smokers and cigar makers I know would also like to see this.”
She believes that the image of cigars as a status symbol will soon be a thing of the past. There is room for all cigars that are good and offer the right quality-price ratio, as well as consistency, because smokers are becoming more educated on the subject.
In addition to the above, “for various reasons, New World cigars will continue to conquer the market. Smoking will remain a trend and a tradition, a passion, no matter what prohibitions arise. Finally, traditional companies will remain stable, but there will be room for newcomers.”
