Commentary: Once Upon a Time in Mexico
15 Mar
Only a couple years ago, Mexican tobacco was quite the rage. It seemed you couldn’t pick up a cigar magazine or check out a new brand without wading through the hype. Features about the Turrents, Mexico’s leading cigar family, and San Andreas morrón wrapper were as common as Black & Mild displays at a 7-Eleven.
Mexican tobacco, the declaration went, was breaking out, no longer consigned to the New York cabbie smoke, Te-Amo. Well, maybe not. I wouldn’t rank the effort with the failed public relations campaigns behind, say, New Coke or Ford’s Edsel. But I also would call it far from successful.
I couldn’t help but recall all this the other day when I was flipping through a reprint of Cigar Journal’s Finest 25 Cigars of 2011. The intro mentioned how impressed the tasting panel was with the number of countries where the cigars’ tobacco originated, including Mexico.
Looking through the list, though, I couldn’t find any that included Mexican tobacco, though there were two with “secret†filler components. So, maybe the Journal knows those are Mexican or, since it was a reprint, the lead-in referred to other cigars in the full issue.
Next, I went through Cigar Aficionado’s top cigars list for 2011 and quickly found one: La Aroma de Cuba Mi Amor Belicoso with that San Andreas wrapper in the second slot. But that was it. Nothing Mexican was listed in the other 24.
When I went back to CA’s list the year before, there were four in the top 25 with Mexican wrappers, including another size of the La Aroma de Cuba Mi Amor.
What does all this prove? I’m not sure. I’d posit that it’s another indication that cigar smokers are discerning, generally make up their own minds, and aren’t particularly swayed by advertising or promotion.
I also think my opinion of Mexican tobacco is probably similar to that of many smokers. I routinely find it to have what I can best describe as an unpleasant dry, dirt taste that more often spoils, rather than enhances, a blend. And while I wouldn’t automatically reject a cigar because it had Mexican tobacco, it likely would drop in consideration.
Sometimes I’m surprised to discover that a cigar I enjoyed contains Mexican tobacco; more often, I find it’s in a stick I didn’t particularly like.
What do you think?
photo credit: Ben Miller

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