Casa 1910 at the Light ‘em Up Lounge
In this Light ’em Up Lounge conversation, Jaime and Manolo from Casa 1910 shared how their brand is redefining perceptions of Mexican premium cigars. They discussed their inspiration, the challenges of building a new cigar company, and their mission to showcase the quality and character of Mexican tobacco on a global stage.
How did Casa 1910 get started?
We launched Casa 1910 in 2021 with the goal of putting Mexican premium cigars on the map. The name honors the start of the Mexican Revolution—1910—a moment of national pride and transformation. Our vision was to create cigars that embody Mexican culture, history, and craftsmanship.
What makes Mexican tobacco unique?
Mexico’s San Andrés Valley produces some of the richest, most flavorful wrapper leaves in the world. The volcanic soil and humid climate give the tobacco a distinct sweetness and earthiness. While Mexican wrappers are well known, we also want to highlight the quality of Mexican binder and filler tobaccos.
How do you approach blending?
We start with the story we want the cigar to tell. From there, we select tobaccos—mostly from Mexico, but also from other regions—that bring the desired flavor profile to life. We work closely with experienced blenders to ensure the cigar’s balance, complexity, and construction meet our standards.
What has been the biggest challenge so far?
Introducing a new brand in an industry that values tradition is never easy. Many consumers still think of Mexican tobacco only as a wrapper leaf, so we’ve had to educate people about its versatility and quality. The response at events and trade shows has been incredibly encouraging.
How has the market reacted to Casa 1910?
We’ve been humbled by the positive feedback. Retailers and smokers are excited to try something different, and they appreciate the storytelling behind the brand. Our focus on quality and authenticity has helped us stand out quickly.
What are your main product lines?
Our Revolutionary Edition showcases 100% Mexican tobaccos, including San Andrés negro wrapper, binder, and filler. We also have newer lines that combine Mexican leaves with tobaccos from Nicaragua and other countries, offering different flavor experiences while keeping Mexico at the heart of each blend.
How do you share the Mexican cigar story with the world?
Events are key. We travel extensively to festivals, trade shows, and cigar lounges to connect directly with consumers. We also collaborate with partners in different countries to ensure our story—and our cigars—reach the right audience.
What’s next for Casa 1910?
We’re focused on growing our presence in key international markets and expanding our portfolio with new blends. But our mission stays the same: to celebrate Mexican heritage and prove that Mexico can produce world-class premium cigars.
Discover Premium Cigars
The values discussed—balance, tradition, and intention—are reflected in the collection available at Light ’em Up Humidor. For those seeking more than just a smoke, this is where craftsmanship lives.
Browse the curated selection of premium cigars
It was with great pleasure and honor that we welcomed Casa 1910 on the show as our special guest.
If you like our live sessions, please sign up and get personal invitations to our upcoming shows, where we light em up with some of the industry’s greatest.
Light em up,
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
