Recently, we launched "Puffery" - an amazing new podcast telling you "Why ADVentura." Episode one, More Than Smoke, is live now, and available for you to watch!
For those who would prefer to read, please find a transcript here.
I’m Nicole Knobel, and I’m happy to welcome you on this treasure hunt, where the map is written after we’ve paved a path, and the treasure is banded by and ADV shield.
Today’s episode, titled "More Than Smoke," a glimpse into how we navigate our way through a crowded and competitive industry, and the “guns’ that we stick to when it comes to branding, and gettin’ the word out. So, grab your favorite ADV blend, and get comfy, as we uncover why ADV is more than smoke.
ADV does not sell direct to consumer, we only sell through retail partners, and when we prospect or open a new retailer, we like to share our cadence of “Why ADV.” This cadence goes through the reasons why we are a good partner, what it means to be boutique, our blending philosophy and the benefits of having a brand with an exclusive factory, all the essentials to be a good partner and grow our businesses together.
And while preparing these presentations, and talking points, and really thinking about what differentiates us from other brands, I started thinking would be great to share these nuggets and aha moments with those that would potentially be asking for our brand in our retail partners, and we were actually inspired by our Pirates group on Facebook, to give everyone more “why’s” and show that by choosing to smoke ADV has a ripple affect of great things that happen.
So, that’s how “Puffery” was born. And in an industry and like many others where relationships are what makes the difference, being able to scale that worldwide but authentically is our goal when trying to grow as a team and brand and the reason why we do what we do everyday.
So HOW DO WE NAVIGATE through this crowded industry, and pun absolutely intended this podcast will be full of them.
Let’s start with getting the story straight.
Something I think Marcel and Henderson have done exceptionally well from the beginning is staying very clear on the message, the look, and the quality of ADVentura. This unwavering clarity and consistency are the cornerstones of effective branding—it's how a brand becomes recognized, remembered, and respected for exactly what it stands for. When you're a young brand, this is no easy task. The pressure to gain traction quickly can lead to compromises or scattered messaging, which only dilutes the identity you're trying to build. Branding is more than a logo or packaging; it’s about creating a cohesive experience that resonates with your audience and communicates who we are at every touchpoint.
For a young brand, every choice—design, storytelling, product quality—becomes part of a larger narrative. And once the decision and investment are made, the clock starts ticking. Suddenly, you're doing everything you can to reach your market, even jokingly convincing your grandma she needs to start smoking cigars, just to create momentum. But it’s that dedication to staying true to a vision, even when it’s tempting to stray, that builds trust, recognition, and loyalty over time."
But for us, when it came to truly defining who we are as a brand, we knew it wasn’t enough to have a catchy tagline or a one-off theme. We needed a story with depth, one that could evolve and grow with us—a narrative that allowed each line we created to feel like a chapter in a much larger journey. This approach ensures that every blend we produce is more than just a product; it’s part of an ongoing dialogue with our audience. Each line becomes a continuation of the story before it, a nod to the origin of the product itself, and a reflection of the people behind it. By doing this, we aren’t just selling cigars; we’re inviting people to join us on an adventure—where every detail, from the blend to the packaging, is infused with meaning and intention.
The intention of this approach is to keep the brand dynamic and relevant, allowing our fans to connect with us on a deeper level as they become part of the unfolding story.
Essentially these are the bumpers in our bowling lane. Now, that doesn’t me we can’t change the approach in which we throw the ball, the color, the weight, the technique, but at the end of the day we need to knock down some pins.
So having very clear brand standards is like building a house. I’m sure there are people that can build houses without a set of plans, but having blue print sure as hell helps determine a more predictable outcome with a higher chance of standards and expectations being realized.
The other benefit of having bumpers and blue prints, is in an industry where the whole goal is to provide people something that allows you to “take time” slow down, experience, and enjoy,…. if what we launch isn’t a hit right off the bat, it can make you 2nd guess yourself, you think you need to go back and change everything. But we try to remind our selves to reserve self doubt only as a tool to refine something we’re working on, not an anchor that turns our ship into a submarine.
I am on fire with these puns today…
So when we’re sitting in our weekly meeting and reviewing our long and short lists and reflecting on what worked and didn’t… One thing that always stands out is, it’s MUCH EASIER to be a critic, than it is to be a DIRECTOR. So as hard as it is to shut out the noise and focus on the plan, we stay the course, and it’s this discipline that results in consistency and recognition over time.
But staying the course does not mean we don’t change the sails when the wind is blowing east and we’re trying to go west, being nimble and responsive is a must when you rely on so many outside sources to create a single cigar. Adaptability is not a choice- it’s a necessary.
Bottom line, if you start a brand, it helps to have no expectations, and a steady source of income.
So now that we’ve got our story straight, how do we get the message out? We may have a great story, great product, great distribution, but no ones knows who we are or gives a damn?
In our case we started small. Small like in a country where the entire population could fit inside New York City, small. Small like, you could drive from one side to the other country in less than 5 hours small. But this small country has strong legs in terms of a smoking culture. This small country still has restaurants where after the meal you are guided to enjoy a cigar and a drink in the lounge. Where if you can’t smoke inside, there is definitely a place outside to enjoy. Where cigar ash trays are as common as cigarette ash trays. Where a cigar retailer simply wanted a house blend for his shop, and 5,000 cigars turned into 500,000 cigars 9 years later. It started with Switzerland.
I will say starting in Europe forces you to get even more honed in on your story because you have to appeal to so many different cultures and languages, and have the people be able to resonate and find commonality. Thankfully cigars are a universal language, so then appealing to an audience as to why yours is worth a try becomes the target. This gave us a couple great years of exploring and developing best practices.
Then in 2018 we set sail for America, and that’s when we were reminded, and I’ll quote Rick Rubin who wrote, “Beware of the assumption that they way you work is the best way simply because it’s the way you’ve done it before.”
Having boots on the ground (and in the beginning, we had a total of 4 boots on the ground (Adrian Acosta, and Henderson) and we will absolutely pay tribute to the grind these guys put in a later episode, but thankfully there was also an equaliser that gave us a fighting chance called Social Media.
What we quickly recognised with the opportunity of social media is global reach at minimum cost, direct connection with consumers, and being able to share our story directly from the source.
What social media that has done for brands like ours is essentially level the playing field no matter what size brand you are. We’re able to be made aware of to the same audience in the same format as the big guys. How you formulate that and curate that is the tricky part. Recognising the opportunity is one thing, but again none of that matters if you don’t know have your story straight.
I’m sure many of you know that social media is also a bit tricky in our industry, and there are certain things we can and cannot share because of that wonderful raw material we use. There are numerous things to navigate to avoid being put into social media jail, and changing of algorithms etc.. and it’s also a platform that if you don’t get to point immediately, the audience is onto the next in literally less than a blink of an eye.
If Instagram were like dating, it’d skip the coffee, the dinner, and even the 'meeting the parents' stage—going straight to planning the wedding and naming the kids. And while I can appreciate the art of a perfectly edited, snappy post that says a lot without actually saying much, let’s be real—we’re in an industry where the entire point is to slow down and savor the moment. Kind of ironic, isn’t it? The fastest platform promoting the slowest pastime.
That contrast is something we think about often. Social media thrives on speed, instant gratification, and constant stimulation. But cigars, by their very nature, ask you to do the exact opposite. They demand that you pause, take your time, and truly experience the moment. And therein lies the challenge: how do you convey the richness, depth, and soul of a cigar—a product that’s born out of years of cultivation, blending, aging, and craftsmanship—in a format where you have seconds to capture someone’s attention?
That’s why, for us, storytelling plays such an essential role. Instagram might be fast, but it’s also powerful when it comes to planting seeds—sparking curiosity and inviting people to slow down and dive deeper. The artistry of a good post isn’t just about looking polished; it’s about hinting at the layers beneath, creating intrigue, and reminding people that there’s a story worth savoring behind every blend. After all, cigars aren’t just about smoking—they’re about the journey, the connection, and the moments they create. So yes, the irony is thick, but maybe that’s exactly why it works."
Nevertheless, we approach each platform with great care, tailoring our content to maximize its effectiveness while staying true to our core philosophy: slow down and enjoy. We understand that each social media platform has its own unique rhythm and audience, but Instagram is undoubtedly the loudest voice when it comes to exposure. It’s the stage where first impressions are made, and for that reason, we spend a significant amount of time curating what our presence looks and feels like. Every post, story, and reel is an opportunity to reflect our brand’s values while capturing the attention of an audience accustomed to scrolling at the speed of light.
And also why, amidst the polished photography and thoughtfully crafted captions, we also make a point to highlight genuine user content. Sharing the real experiences of cigar enthusiasts not only shows that we appreciate their support, but it also emphasizes the value of third-party recommendations. There’s something authentic and relatable about seeing our cigars enjoyed in the wild—whether it’s on a mountaintop, at a backyard barbecue, or paired with a great spirit. Speaking of spirits, shout out to some pirates for a minute. Can we just talk about the pics from Jon Brassington and Dennis Hasselmann with those spirit pairings.. holy moly. when I see them, I’m like, I know it’s 7am, but those look pretty tasty. Or Nikki’s cigar and coffee mug shots, or Louis’ collection of ADV swag. And I’m utterly blown away by how Jason and Chad always have the exclusives that I never even got to try. Oh, and I’m so thankful Mr. Pruitt decided to photograph his shoe collection with his cigar collection to show my husband, that one can never have enough shoes. Mark, our ADVentura Saturday advocate, never fails. Mike, Marcus, Phil… I could on and on. We are so grateful those posts. It gives people a glimpse into how our blends are woven into the lives of others and invites them to imagine their own moments with ADVentura. So cool to see.
So, the power of third-party recommendation is something we truly believe in: When others speak to your efforts and celebrate your accomplishments, it carries weight. It’s more meaningful when someone outside your circle acknowledges the hard work that goes into something you’re proud of. In a way, that's what Puffery is for Henderson Ventura and Marcel Knobel—it’s our chance to let the world in on our story and show the passion, the work, and the collaboration that go into creating every single cigar.
As we wrap up today’s episode of Puffery: A Fresh Perspective on Why Adventura, I hope you’ve walked away with a deeper understanding of what makes our brand more than just smoke. ADVentura isn’t just a name on a box; it’s a collaboration of very distinct skillsets, perspectives, and experiences that come together to create something greater than the sum of its parts.—a brand that’s as much about the people behind it as it is about the cigars themselves.
And we hope you have a couple more reasons of “Why ADV,” it’s about the stories, the people, and the intentional choices that shape every aspect of what we do. And this journey is one we’re excited to share with you, one episode at a time.
Next time, we’ll dive deeper into the art of blending, where precision meets passion, and uncover how Marcel and Henderson are not just the names behind ADVentura—they are a living, breathing reflection of the journey we’ve taken. Trust me, you won’t want to miss. Stay tuned for a deeper look at what it takes to create the perfect blend—and why it’s all part of a bigger adventure.
Thank you for joining me on the start of this treasure hunt. Until next time, may your cigars be smooth, your moments intentional, and your perspective ever fresh.
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