Undoubtedly, a large part of the premium cigar industry’s efforts in facing excessive regulations and the various stigmas associated with the passion for fine smokes have focused on education. An educated audience will not only smoke better, but will do so consciously and with a level of discernment that ultimately drives continuous improvement across brands, retail stores, and the industry as a whole.
In this regard, Alejandro Suárez Labastida, founder and director of Cuesta Rey de México—one of the four importing houses operating in Mexico—praised the Premium Cigar Association’s (PCA) decision to host the first edition of PCA Connect in Mexico.
Alejandro recalled that when Ricardo Carioni, PCA’s Director of Education, mentioned the collaboration being developed with Cigar Roller MX to bring a PCA event to the country, Cuesta Rey de México’s natural response was positive, eagerly joining the initiative.
Regarding education across every segment of the premium cigar production and distribution chain, Alejandro views it as an ongoing effort that Cuesta Rey de México has been promoting within the hospitality sector for nearly three decades.
“However, it is crucial that the desire to learn comes from the people themselves, that the passion for training is genuine, and that there is a curiosity to expand one’s knowledge around the service being provided.”
During this first edition of PCA Connect Mexico, taking place from August 23 to 29, Cuesta Rey de México will participate in two distinct capacities: first, as a sponsor for each event through the Perdomo and J.C. Newman brands.
Secondly, as the organizer of the tour’s final two events in collaboration with the Círculo de Sommeliers, fully aligning with the educational focus that everyone involved aims to achieve through an event like PCA Connect Mexico.
This approach engages the hospitality industry by bringing spirits, wine, and tobacco under one roof as one of the country’s most significant commercial activities—especially in the Riviera Maya. “The need to expand into this area had already been discussed among Cuesta Rey de México’s immediate goals, a projection that coincided perfectly with PCA’s plans.”
PCA Connect
The Premium Cigar Association’s PCA Connect initiative, organized in Mexico alongside Cigar Roller MX, is a roadshow that will travel through Mexico City, Querétaro, Guadalajara, and the Riviera Maya. It will feature strategic meetings, brand experiences, and specialized content through The Cigar Academy’s educational offerings.
Its sessions blend education, business development, and networking among brands, importers, retailers, and other key players in the regional ecosystem. Its ultimate goal is to strengthen and safeguard the culture and industry of premium cigars.
In this regard, Alejandro Suárez considers Mexico an emerging powerhouse with dynamic cities that are well-positioned for exciting market growth. Furthermore, it boasts a young demographic eager for knowledge and new experiences—not necessarily looking to consume more, but to consume better. “And that is precisely where the importance of this educational effort lies.”
Finally, he noted that this first edition will leave behind more questions than answers, creating an opportunity to keep the conversation going long after the event concludes, spark interest, and plant a seed that will bear fruit well before a second edition arrives.
