"Is a Cigar Just a Cigar? A Glimpse at the New-Age Cigar Consumer"

Academy of Marketing Science Review,  2003  by LaTour, Michael S,  Henthorne, Tony L,  Braun-LaTour, Kathryn A
 
"This continuing and once again growing demand for high-quality cigars has profound social connotations."
 
According to an interesting report by the Academy of Marketing and Science, cigar consumption has persistently occupied the attention of the popular press and entertainment industry including such celebrities as Jay-Z, Raquel Welch, Demi Moore, Tom Seleck and many others. Cigar Aficionado has consistently featured high profile Aficionados on the cover and glamorized the message "It seems as though cigar smoking has become a symbol of good times and good fortune (Schultz 2000)."
 
The report was lengthy at over 17 pages including Bibliography, lets talk about what concerns my adventure!

Among my many "sing a longs" has been; If you haven't noticed the drastic increase in women smoking cigars - you haven't been paying attention!

 "Between 1993 and 1997, cigar consumption increased more than 47%, and consumption of large cigars increased a remarkable 68% (Feit 2001). Similarly, in 1996 alone, the growth of imported cigars showed an astounding 67% increase (Savona 1997). From a level of approximately 100 million premium cigars imported annually into the U.S. between the years 1980 and 1992, the market stood at almost 200 million by the end of 1999 (Ackerman 1999). Overall, during the last half of the 1990s, cigar sales and consumption increased by over 50% (Wenger, Malone, and Bero 2001). Today, following several years of declining or flat sales, cigar consumption has returned to those lofty levels. During the first ten months of 2002, handmade cigar imports rose from 179 million to 195 million (Savona 2003), with like increase expected for the final two months of the year."  

Cigar production and consumption in North America has seen a tremendous resurgence in cigar sales. Reports have all recognized the importance of women in the increase of retail cigar sales.  The study into the resurgence of the cigar by Social Scientists, sets out to discover the different attitudes of the male and female cigar smokers.

When men were asked to comment on what they thought about women smoking cigars, the authors received two main responses: "some thought it was sexy - "titillating" according to one participant; others thought it was "cool" and showed the women were not high maintenance."  

Women thought that by smoking they were entering the men's club, men did not view it in that manner. When men discussed camaraderie, for instance, they associated smoking with other men, using the cigar as an instigator for the conversation. Men typically mentioned the imagery of Hemingway, Cuba, and the "glory days" of cigar smoking associated with bygone eras. Women, on the other hand, only mentioned smoking a cigar in the presence of a man; there was no mention of "girls night" out featuring cigars.

When men acknowledged women in their cigar circle it was usually in the form of a romantic encounter, where the two shared cigars together.   I found "Matt", a college student and youngest participant of this study, his view to be far more progressive. Contrary to other older male subjects, he indicates that he was more open to the idea of including women: "Actually some of my girlfriends from college do smoke cigars with us every once in awhile. It is a select few, but we're always proud to be with them." How encouraging is this new age attitude!  

In many ways cigars have become the fashion accessory?   I would agree with the statement "Women have taken a particular pleasure in transgressing the taboo against feminine smoking." And would add, more particularly, we have found it most relaxing, enjoyable to the taste, and most of us relish the historical background attached to the cigar. The scandalous pleasure found in the spectacle of "women smoking fat cigars" while lounging on leather chairs, and questioned by the social scientists: "Why is this happening? What is the meaning of all of this? How have the self-concepts of upscale individuals changed so as to find favor with cigars? What do fancy cigars mean and symbolize in the lives of the men and women who consume them?" 

The answer is simple, and like I've said before: 

 Women smoke cigars because of the camaraderie, community and culture - And we smoke cigars because we can...
    

Visit the Cigar Bar360