Scott Vines and Ricardo Carioni of Tor Imports live at the Light 'em Up Lounge

Topic: Celebrating 30 Years of Tor Imports and the Rise of New World Cigars 🔥 Episode Overview Reinhard welcomes Scott Vines and Ricardo Carioni of Tor Imports to celebrate the company’s 30th anniversary. The trio discusses the evolution of the UK cigar market, the strategic rebranding of "New World" cigars, the importance of education for both retailers and consumers, and the unique challenges and opportunities within the international distribution landscape. 🧭 Key Discussion Highlights 1. The Evolution of Tor Imports Founded in 1992 in a small Devon fishing town, the business was taken over by Scott in 2012. Transitioned from a struggling operation to a leading UK distributor with a team that has grown from 7 to 16 members. Built success through "rolling up sleeves," traveling across the UK, and hosting grassroots consumer events with retailers. Focuses on a culture of transparency, honesty, and reinvesting profits into inventory and high-quality staff. 2. Defining "New World" Cigars Created the "New World" trademark to provide an umbrella identity for non-Cuban cigars, similar to the wine industry. Aimed to break the mental barrier that cigars must be Cuban to be premium or non-Cuban to be "cheap." Successfully shifted the UK market from roughly 95% Cuban dominance a decade ago to a more balanced 60/40 split in many regions. London remains the final bastion of Cuban dominance, while the rest of the UK is rapidly embracing Nicaraguan, Dominican, and Honduran blends. 3. The Role of the Importer and Distributor Acts as the manufacturer’s "trademark arm" in the local market, handling legislation, marketing, and events. Selection process for partners involves "romancing" and due diligence on ethics, staff treatment, and medical provisions. Responsibility includes managing complex UK legislation, such as Track and Trace systems and restrictive packaging laws. Value is added by ensuring consistent supply and providing deep product education to retail and hospitality staff. 4. Shifting Market Demographics The age profile of enthusiasts is getting younger, with a significant surge in smokers aged 25 to 40. Diversity is increasing through a notable rise in female smokers and a broader range of cultural and racial backgrounds participating in events. Consumers are becoming more discerning, seeking detailed information on filler, binder, wrapper, and specific aging processes. Higher UK taxation makes every cigar a "major purchase," leading consumers to demand higher levels of knowledge and construction quality. 5. Challenges and the Future of the Industry Legislation remains the biggest threat, including "smoke-free" government policies and draconian packaging requirements. Human capital in manufacturing nations like Nicaragua is a concern, as emigration impacts the availability of skilled labor for the labor-intensive rolling process. Future growth lies in "regional editions" for the UK and structured education programs similar to the Habano Sommelier title. A positive outlook suggests the industry may eventually return to its roots, focusing on cigars and pipes as cigarettes and other tobacco products decline. 💬 Final Thought Success in the cigar industry is built on a "handshake mentality" and the understanding that your word is your currency. As the "New World" continues to gain ground, the future of the leaf rests on transparency, education, and mutual respect between all origins. With that — light ’em up.