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Secure your ticket now for the Cigar Culture Summit & Reception on 14 September 2026 and enjoy exclusive insights, high-calibre discussions and special moments of indulgence.

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Cigar Culture Summit – Your meeting place for knowledge, exchange, and new ideas

On September 14, 2026, the second Cigar Culture Summit will take place, bringing together the most important market topics in a concentrated professional format for the second time after last year’s successful premiere. When the who’s who of the global cigar world comes together on the evening before the start of the trade fair, a space for dialogue is created that goes far beyond mere ordering business. The Cigar Culture Summit has established itself in the industry: This is where manufacturers, leading specialist retailers, media representatives, and industry strategists come together to set the course for the coming financial year.

The program focuses on the important trends in market development under the motto “New Products. New Markets. New Execution.” Participants can expect an in-depth analysis of global trends, regulatory challenges, and innovative distribution channels.

The summit combines this high-caliber expert input with an exclusive evening reception. This provides the ideal setting to strengthen existing partnerships in a professional environment and discuss new market potential with the minds that shape the industry globally. The Cigar Culture Summit is supported by international partners such as ECMA, ITGA, and PCA.

Participants not only start the trade fair week with a clear knowledge advantage, but also become part of a network that promotes cigar culture economically and strategically. Experience has shown that tickets sell out quickly, so hurry to the ticket shop while they are still available.

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The STREAMS of the cigar culture summit

PROGRAM
September 14, 2026, 12:00 p.m. – 6:00 p.m. Entrance North 

Welcome SpeechSabine Loos (Managing Director Messe Dortmund)

Host: Jorge Tapies, Cigar Journal

  • Eric Piras, Founder Cigraal
  • Norio Hattori, Founder Ingenium Conseils
  • Antoine Riberet, General Manager Cigraal
  • Ronald Lau Ho Tung, Chief Editor & Brand Embassador TIME

A sales-driven view on Asia’s handmade cigar opportunities

  • Greater China, Japan, South Korea, Southeast Asia
  • Taste preferences, price tolerance, gifting culture
  • Distribution models that work
  • Role of lounges, exclusivity & limited editions
  • Typical Western brand mistakes

Learnings

  • Identify real revenue vs. image markets
  • Structure assortments for Asian buyers
  • Enter Asia without overinvesting
  • Improve distributor negotiations

Host: Koenraad Cappon, AromaG

  • Ahmed Zaidan , Casa DR
  • Ra’ed Saqfelhait, Co-Founder & Managing Partner The Leaf Master
  • Dr. Amr Fenais, Co-Founder & Partner ThreeLeaf
  • Jean-Michel Louis, De Los Reyes

Understanding hospitality-driven sales and luxury positioning in the GCC

  • UAE, Saudi Arabia, Qatar, Kuwait
  • Stronger blends, luxury storytelling, price logic
  • Hospitality channels (lounges, hotels, private clubs)
  • Distributor structures & decision paths
  • Why some brands scale fast

Learnings

  • Position cigars as true luxury products
  • Optimize product selection for the region
  • Scale volume without losing exclusivity
  • Work effectively with regional partners

Ra’ed Saqfelhait, Co-Founder & Managing Partner The Leaf Master

When crisis strikes, every business has a choice: react, adapt, or lead–or risk being left behind.

In this deeply personal session, Ra’ed W. Saqfelhait, Managing Partner of The Leaf Master, shares the unfiltered story of navigating one of the most challenging periods in recent history while leading a premium cigar business in the Middle East.

More than a business presentation, this is an honest account of resilience under pressure—covering the difficult decisions that had to be made, the operational disruptions that tested every process, the financial realities, the emotional toll on leadership and teams, and the importance of drawing on the hard-earned lessons from the COVID-19 pandemic.

The session also explores the power of true partnerships. While some suppliers and brands stood beside their partners with understanding and flexibility, others revealed the difference between doing business and being a genuine business partner.

Learnings

  • Leading with clarity when certainty disappears.
  • Making swift, high-impact decisions under pressure.
  • Protecting your team while maintaining business continuity.
  • Applying the lessons of COVID-19 to a new global crisis.
  • Understanding the true value of resilient partnerships.
  • Turning adversity into a stronger, more prepared organization.

This is not a story about cigars—it is a story about leadership, resilience, and the human side of business when the world changes overnight.

Coffee Break

Host: Claudio Sgroi, CST Consulting

  • Kamal Moukheiber, Bongani Cigars
  • Devan Pather, Director Cuban Connection
  • Thomas Gryson, VCF
  • Pedro Ramos, Director Amano Cigars, Co-Founder Los Amigos Cigars, Director Cigars.co.za, Director PedroPortia Cigar Lounge

A pragmatic look at Africa as the next handmade cigar frontier

  • South Africa, Nigeria, Kenya, Morocco, Angola
  • Market size vs. growth potential
  • Distribution & infrastructure realities
  • Urban premium consumers & lounges
  • Timing: when entry makes sense

Learnings

  • Identify early-mover opportunities
  • Test markets with limited risk
  • Avoid unrealistic expectations
  • Build long-term presence strategically

Host: Erik Calvino, Cigar Snob Magazine

  • Paul Varakas, Director General ECMA
  • Luc Hyvernat, Director General Maya Selva Cigars
  • Carlos Zúñiga, Vice President Charatan London
  • Vivian M. Eiroa, International Business Director JRE Tobacco

Understanding how to navigate regulation, distribution structures and market expectations when entering Europe

  • Structured but complex premium market
  • Country-specific taxation and regulation
  • Fragmented distribution landscape
  • Requires strong local partners
  • Long-term market commitment essential

Learnings

  • Understand Europe’s market structure
  • Navigate key regulatory requirements
  • Choose the right distribution model
  • Anticipate tax and packaging impacts
  • Avoid costly entry mistakes

Host: Charlie Minato, Halfwheel

  • Frederik Vandermarliere, CEO VCF – Vandermarliere Cigar Family
  • Niels Frederiksen, President & CEO Scandinavian Tobacco Group A/S

Exploring the technological, agricultural and commercial trends that will shape the handmade cigar industry in the years ahead

  • Changing consumer expectations in handmade categories
  • Innovation in tobacco varieties and cultivation methods
  • Climate change and long-term tobacco supply challenges
  • Technology and data in production and quality control
  • The evolving role of lounges, experiences and community

Learnings

  • Identify long-term trends influencing product development
  • Understand how climate and supply will affect the industry
  • Anticipate shifts in consumer expectations and experiences
  • Recognize opportunities for innovation in production and branding
  • Prepare strategically for the next phase of industry growth

Welcome Speech at Main Stage | Entrance North

Sabine Loos (Managing Director Messe Dortmund)

Host: Erik Calvino, Cigar Snob Magazine

  • Christian Eiroa, CLE Cigars
  • Claudio Sgroi, CST Consulting
  • Gerardo Turrent, Board Member / COO, Tabacalera Turrent
  • Nirka Reyes, De Los Reyes

Understanding how new tobacco developments create differentiation and influence future supply

  • New seed & varietal developments in Nicaragua, Honduras, DR
  • Differences vs. classic tobaccos (flavor, strength, consistency)
  • When innovation adds value – and when it confuses the market
  • Risks of experimental tobacco
  • Market readiness vs. technical innovation

Learnings

  • Differentiate portfolios beyond branding
  • Identify commercially viable innovations
  • Position innovation clearly to distributors & retailers
  • Avoid costly over-experimentation

Host: Jorge Tapies, Cigar Journal

  • Maya Selva, Maya Selva Cigars
  • Aldo Puncioni, JC Newman
  • Jennifer Barreda, Corporate & Commercial Relations | Brand Representative Barreda Cigars
  • Billy Fakih, Founder Artesano del Tobacco, LLC

Understanding how fermentation and aging shape flavor profiles and ensure product consistency

  • How fermentation strategy supports brand identity
  • How to scale without compromising consistency
  • Where standardization strengthens quality
  • Why consistency builds distributor trust
  • How quality perception drives repeat business

Learnings

  • Protect brand identity through quality control
  • Scale without losing consistency
  • Balance craft and efficiency
  • Build distributor trust through reliability

Henk Nota, Managing Director Vrijdag
Stephan Qarimi, International Sales Manager Vrijdag

Questions about your cigar branding? Drop by for a personal consultation with Vrijdag’s expert on banderole design, identity, and strategy.


Coffee Break

Host: Ricardo Carioni, PCA

  • Emily Sahakian, Chateau Diadem
  • Luciano Mereilles, Luciano Cigars
  • Massimo Biondo, Manifatture Sigaro Toscano
  • Henk Nota, Managing Director Vrijdag

Growing production while preserving authenticity and exclusivity.

  • How to increase volume without diluting positioning
  • When limited editions strengthen a brand
  • How capacity planning supports market expansion
  • How growth impacts long-term brand equity
  • Why overexpansion can weaken premium perception

Learnings

  • Increase volume without dilution
  • Align capacity with expansion
  • Use limited editions strategically
  • Protect long-term brand equity

Host: Aaron Sigmund, Mad/Dash Press

  • Ettore Gabriele Moraschinelli, CEO EGM Cigars/CHAVETA S.A.
  • Juan Ignacio Martinez, Executive President JOYA DE NICARAGUA
  • Woody Ghsoubi, Owner Club Mareva Beirut, Hand Rolled SAL
  • Joshua Habursky, PCA
  • Scott Vines, Managing Director TOR Imports

Choosing the right sales channels and activation models

  • Specialty retail vs. lounges vs. hotels vs. duty free
  • Channel profitability & volume potential
  • Activation tools (events, staff training, sampling rules)
  • Channel conflicts & solutions
  • Common route-to-market mistakes

Learnings

  • Select the right channels per market
  • Drive rotation, not just listings
  • Align brand & distributor incentives
  • Activate demand beyond launch

The Future of Handmade Cigars – Trends Shaping the Next Decade

Host: Charlie Minato, Halfwheel

  • Frederik Vandermarliere, CEO VCF – Vandermarliere Cigar Family
  • Niels Frederiksen, President & CEO Scandinavian Tobacco Group A/S

Welcome Speech at Main Stage | Entrance North

Sabine Loos (Managing Director Messe Dortmund)

Bodo Mehrlein, Geschäftsführer Bundesverband der Zigarrenindustrie

Bodo Mehrlein – Geschäftsführer Bundesverband der Zigarrenindustrie – wird über die Herausforderungen der Branche informieren. Auch wenn es sich bei Zigarren und Zigarillos um eine Kultur- und Genussgut handelt, stehen diese Produkte kontinuierlich auf dem Prüfstand für neue Regulierungen in Berlin, Brüssel und anderen Ländern. Diese regulatorische Änderungen werden das Geschäftsfeld der Zigarrenunternehmen aber auch der Einzelhändler betreffen, deswegen ist es sinnvoll sich schon heute zu informieren und Gedanken über mögliche Anpassungen zu machen.

Der Tabakwarenfachhandel als Gourmetadresse

Mike Aßmann, smokerspress publishing house

Wie kann sich der Tabakwarenfachhandel auch in herausfordernden Zeiten erfolgreich positionieren? Der Vortrag zeigt, wie Händler den Wandel aktiv gestalten, neue Chancen erkennen und sich als kompetente Gourmetadresse für Genussprodukte profilieren können. Inspirierende Impulse und praxisnahe Denkanstöße machen Mut, die Zukunft des Fachhandels selbstbewusst zu gestalten.How quality perception drives repeat business

Jelena Mölter, Adorini

Wie lagere ich meine Zigarren dauerhaft, sodass sie ihr volles Potenzial entfalten? Inklusive Vintage Tasting.

KAFFEEPAUSE

Martin Zurek und David Philippe, Zurek & Philippe EtwasGenuss GbR

Der stationäre Zigarrenhandel lebt traditionell von Beratung, Atmosphäre und persönlicher Beziehung zum Kunden. Gleichzeitig verändert sich das Kaufverhalten deutlich:

  1. Kunden informieren sich zunehmend online über Marken, Formate und Bewertungen
  2. Jüngere Zielgruppen entdecken Zigarren häufig über Social Media, YouTube oder Blogs
  3. Verfügbarkeit und Bequemlichkeit spielen eine immer größere Rolle

Kernaussage:

Social Media sind nicht nur bunte Bildchen, die den Fachhandel übergehen wollen – es erweitert ihn.

Stationäre Zigarrenhändler haben einen entscheidenden Vorteil, den sie für Social Media nutzen können: Expertise, Persönlichkeit und Community.

Social Media kann das Werkzeug sein, um genau diese Stärken über den eigenen Standort hinaus sichtbar zu machen.

Prof. Dr. Peter Ruess LL.M. IP (GWU, Washington), Rechtsanwalt / Fachanwalt für Gewerblichen Rechtsschutz

Moderation: Mike Aßmann, smokerspress publishing house

Welche Chancen bietet Social Media? Wo liegen die rechtlichen Grenzen? 

Zum Abschluss werden die wichtigsten Erkenntnisse aus beiden Vorträgen zusammengeführt. Nutzen Sie die Gelegenheit, Ihre Fragen direkt an die Experten zu stellen und praxisnahe Antworten für den Fachhandel mitzunehmen. 

The Future of Handmade Cigars – Trends Shaping the Next Decade

Host: Charlie Minato, Halfwheel

  • Frederik Vandermarliere, CEO VCF – Vandermarliere Cigar Family
  • Niels Frederiksen, President & CEO Scandinavian Tobacco Group A/S

Conference Speaker

7:30 p.m. – Cigar Reception: Where new connections are made

The cigar reception—one of the most anticipated highlights of the summit—offers an exclusive networking and entertainment experience that facilitates both relaxed conversation and valuable professional connections.

Look forward to the perfect blend of fine cigars, premium beverages, great company, and inspiring conversations. Meet industry leaders, aficionados, and experts to exchange ideas, develop new concepts, and celebrate cigar culture in style.

Don’t miss this unique opportunity to make valuable contacts, promote cooperation, and enjoy an unforgettable evening!

cigar culture Summit 2026

Maximize your impact by organizing an exclusive course or pairing experience and benefit from one of our sponsorship packages. Position your brand for the future and secure your place at this premier industry summit!

Gold sponsors

Silver Sponsors

Bronze Sponsors

Cigars of the Evening

Spirits

Knowledge Partner

Partner and Media Partner

Interested in the Cigar Culture Summit 2026?

Would you like to actively participate in the event and act as a sponsor? We look forward to hearing from you!

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Katrin Fischer

Project Director

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Stream 1: Emerging Markets & How to Enter Them

New markets offer significant growth opportunities—if approached with the right strategy. This stream explores international expansion across Asia, the Middle East, Africa, and Europe, highlighting successful market entry strategies, regional dynamics, and the key factors for sustainable growth.

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Stream 3: Specialist Cigar and Pipe Retailers (DACH Region)

Designed exclusively for specialist cigar and pipe retailers, this stream delivers practical insights into the key challenges and opportunities facing today’s retail market. Topics include regulation, retail strategies, social media, legal developments, and expert knowledge on cigar storage and ageing. A valuable update for retailers looking to strengthen and future-proof their business. Please note: All sessions in this stream will be held in German.

Save up to 15% – Limited-Time Offer

Book your ticket for the InterTabac World Alternative Awards by August 23 and save 10% with the code ITWAA10.

Planning to book an 8-seat table? Get 15% off instead—just email InterTabac@messe-dortmund.de to claim your exclusive group discount.