Session 1: The Digital Humidor – Where Social Media Meets the Modern Consumer

THE MODERN CIGAR CONSUMER SERIES WITH MECHELLE MERKERSON

This session explores how digital platforms and social media are reshaping the way consumers discover, engage with, and develop loyalty toward premium cigar brands. It examines how online communities, content creation, and digital influence are redefining visibility and consumer behavior within the industry.

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What defines the modern cigar consumer and how is the industry evolving in response?

At InterTabac 2026, International Cigar Education Specialist, Mechelle Merkerson presents a three-part masterclass series offering a contemporary, consumer-led perspective on the premium cigar landscape.

Across three sessions on 15, 16, and 17 September 2026, Merkerson invites participants into a considered exploration of how cigars are experienced, interpreted, and valued in today’s market.

Each session examines a distinct dimension of the modern cigar consumer experience: the impact of digital platforms,  the growing influence of women as consumers, leaders, and contributors to the industry’s expansion; and the enduring power of storytelling in shaping identity, and emotional connection to brands.

Together, these sessions provide a broader understanding of how consumers engage with the category in a rapidly evolving environment, where influence is increasingly shaped online, communities are more diverse than ever, and meaning plays a central role in brand loyalty.

This series offers attendees insight on how to understand not only who the modern cigar consumer is, but how they think, connect, and choose in today’s market. 

Date: 15, 16 & 17 September 2026
Time: 11:30 a.m. – 12:30 p.m.
Location: Newsroom 1+2, Conference Area 
Language: English
Participation: Limited capacity of 25; prior registration required.

Registration