Charlie Minato from Halfwheel at the Light ‘em Up Lounge
Charlie Minato, co-founder and editor of Halfwheel, joined the Light ’em Up Lounge to discuss his journey in cigar media, the challenges of independent reporting, and his views on where the industry is heading. Known for his meticulous reviews and deep coverage of the business side of cigars, Minato shared candid insights into the craft of journalism in the premium tobacco world.
How did you get started in cigar media?
I began writing about cigars as a hobby in college. That passion grew into more structured work, and eventually I co-founded Halfwheel in 2012. The idea was to combine detailed reviews with in-depth industry coverage—something we felt was missing at the time.
What makes Halfwheel different from other cigar media outlets?
We take a more analytical approach. It’s not just about smoking and rating cigars; we also cover legislation, trade shows, and business developments. We aim to be as factual and transparent as possible, which means publishing news that isn’t always flattering but is important for the industry to know.
How do you maintain independence in your reporting?
We don’t accept free ads in exchange for coverage, and we try to keep a strict line between editorial and advertising. That can be tricky in a niche industry, but credibility is everything. If readers can’t trust what we write, we have no value.
How has the cigar industry changed since you started?
The rise of social media has changed how brands connect with consumers. There’s also been a surge in boutique brands and limited editions. At the same time, regulation has increased, making it harder for new companies to break in.
What role does the PCA trade show play today?
It’s still the biggest gathering for the premium cigar industry in the U.S., but its role has evolved. Some companies use it for major launches, while others focus on relationship building. The pandemic and the withdrawal of some large exhibitors have forced the PCA to rethink how it delivers value.
How do you approach reviewing a cigar?
We smoke multiple samples over time and in different conditions to get a fair impression. Notes are taken on construction, flavor, and overall balance. The goal is consistency—both in how we review and how we communicate our findings to readers.
What are the biggest challenges for cigar media right now?
Balancing depth with accessibility. Hardcore enthusiasts want detailed analysis, but casual smokers may be turned off by too much technical jargon. Finding that middle ground is key. There’s also the ongoing challenge of monetization without compromising integrity.
Where do you see the premium cigar industry in five years?
I think we’ll see continued consolidation among large companies, more creativity from smaller brands, and a stronger international presence for Nicaraguan and Dominican cigars. Regulation will remain a major factor, but consumer demand for high-quality cigars will stay strong.
What advice would you give to new cigar media creators?
Be consistent, be honest, and know your audience. It’s easy to get caught up chasing likes and followers, but in the long run, credibility matters more than anything else.
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 Charlie Minato on the show as our special guest.
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Light em up,
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
