Heinrich Villiger at the Light ‘em Up Lounge

1 hour video

Aug 18

Heinrich Villiger has been in the cigar business for more than seven decades, steering Villiger through the post-war years, industry consolidation, and the rise of both machine-made and premium hand-rolled cigars. From the early days in the family business to expanding into international markets, his guiding principles have always been quality, consistency, and adaptability. He has seen trends come and go, political landscapes shift, and consumer tastes evolve, but his commitment to producing cigars that carry the Villiger name with pride has never wavered.

How did you first enter the cigar business?

I joined the family business in 1950, after my father passed away unexpectedly. I was only 23, but I had grown up around the company and understood its operations. Taking over so young was a challenge, but I knew it was my responsibility to continue what my grandfather had started in 1888.

What were the early years like?

The post-war years were difficult. Tobacco supply was limited, and transportation infrastructure in Europe was still recovering. We had to be resourceful, sourcing tobacco wherever we could and maintaining production despite shortages. Those years taught me resilience and the importance of building strong supplier relationships.

How did you grow Villiger into an international brand?

In the 1950s and 1960s, I focused on building export markets. From Switzerland, we expanded into Germany, Austria, and later across Europe. By the 1980s, we were shipping to over 60 countries. The key was adapting blends to local tastes without compromising on quality.

How do you view the difference between machine-made and handmade cigars?

I believe both have their place. Machine-made cigars allowed us to reach a broader audience and offer consistency at scale. Handmade cigars, on the other hand, are about craftsmanship, tradition, and complexity. At Villiger, we do both because each appeals to a different smoker’s preferences.

What is your approach to tobacco sourcing?

Quality starts with tobacco. I’ve always insisted on personally visiting growing regions—Cuba, the Dominican Republic, Nicaragua, Brazil, Indonesia—to understand the conditions and build relationships with farmers. Tobacco is an agricultural product; you cannot manage it from behind a desk.

How has the cigar industry changed over your lifetime?

It’s more global now. In my early years, most companies worked with local markets. Today, a brand’s reputation depends on how it performs worldwide. Consumer tastes have shifted too—there’s greater demand for premium hand-rolled cigars, and smokers are more educated than ever.

How do you maintain quality across such a large operation?

It comes down to training, consistency, and not cutting corners. Whether we’re making millions of machine-made cigars or a limited batch of premium handmades, the Villiger name must stand for quality. If that means rejecting a batch of tobacco or slowing production, we do it.

What role does tradition play in your business decisions?

Tradition is our foundation, but it must coexist with innovation. We still follow many of the same principles my grandfather established, but we also embrace new markets, technologies, and blends that reflect today’s consumer preferences.

What do you consider Villiger’s greatest achievement?

Longevity. Very few companies in this industry can say they’ve been around for more than 130 years and remain family-owned. That continuity is a source of pride for me and a responsibility to the generations who will follow.

How do you approach succession?

I’ve worked to ensure the next generation understands both the history and the demands of this business. Running a cigar company is not about prestige—it’s about hard work, patience, and a respect for the product and the people who make it possible.

What advice would you give to new cigar smokers?

Take your time. Cigars are meant to be enjoyed slowly. Experiment with different blends, origins, and strengths until you find what you like. And never forget that behind every cigar is the work of many skilled hands.

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It was with great pleasure and honor that we welcomed Heinrich Villiger on the show as our special guest.

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Light em up,

Reinhard