Michael Herklots joins Light ‘em Up
The quintessential New York gentleman, Michael Herklots has become a most respected figure of the premium cigar world. Michael Herklots, drummer-turned-premium-cigar entrepreneur, joined the Light ’em Up Lounge to discuss his career, the launch of Ferrio Tego, and what it takes to thrive in both art and business. His answers offer rare insight into blending passion with precision.
If your life were a drumbeat, what would it be?
It would be the opening prologue of a Broadway show—snippets of every tune before the curtain rises. My career has been a medley of experiences, and in the past 15 months, it’s felt like theater: everything happening at once. Historically, I’m more of a swing-groove person, but right now, it’s all about variety and momentum.
How do you look back on the closure of Nat Sherman and the start of Ferrio Tego?
Some moments feel like yesterday; others seem a lifetime ago. The months leading up to the closure were about getting a deal done—not forward-looking work. Now, every day is filled with planning, creating, and moving forward. Ferrio Tego is a startup, but I’m also reviving legacy brands I’ve relaunched before, so there’s déjà vu. The difference: this one’s mine.
Did you always want to build your own company?
Not exactly, but I’ve always been entrepreneurial—starting from my music career, where you have to hustle for gigs. At Davidoff and Nat Sherman, I applied that mindset for the benefit of the owners. Now, after 21 years in cigars, I’m finally a principal in my own family business.
How did your time in music and hospitality shape your cigar career?
Jazz taught me discipline, nuance, and how to connect an audience to an experience. Hospitality taught me the value of detail—how every little thing affects how someone feels. Those lessons translate directly to cigars: from blend creation to the way a band looks on the cigar, it’s all part of a multi-sensory presentation.
What role did New York City play in your evolution?
I grew up in a small town, but New York is where I truly “grew up” as the person I am today. It’s a city of energy, struggle, and opportunity. It shaped my professional identity and my view on lifestyle—but when my kids came along, priorities shifted, and I moved to New Jersey.
What happened to the New York City cigar lifestyle?
Regulations, taxes, and the pandemic have hit it hard. In 2002, you could smoke in steakhouses and bars; now, only a handful of lounges survive. Those that remain—like Club Macanudo—have the chance to redefine the city’s cigar culture.
Do we over-romanticize the cigar industry?
No. The romance is essential. The risk is confusing passion with expertise. True experts know there’s always more to learn. We should keep amplifying the passion while distinguishing between enthusiasts and seasoned professionals.
How do you balance analog tradition with digital engagement?
COVID forced us to find new ways to connect without constant travel. Virtual events can’t replace lighting up together, but they can complement it—making in-person encounters rarer and more valuable. This “new normal” benefits both business and family life.
Would you have launched Ferrio Tego without acquiring the Nat Sherman brands?
Yes. The original plan was to create Ferrio Tego as a new brand. Acquiring the legacy lines was an unexpected opportunity to honor and restore products we’d spent a decade building.
Will Ferrio Tego expand internationally?
Yes, but first we’ll restore our U.S. presence. Once that’s solid, we’ll target markets with strong demand for “new world” cigars.
How do you see non-Cuban cigars in traditional Cuban markets?
Non-Cuban cigars now offer world-class quality and unmatched consistency. If given the same forgiveness consumers show Cuban brands, they could push Cuba to improve.
What inspires your blend creation?
It’s all about feel—like music, wine, or fine dining. A cigar must taste right, burn right, and look right. The presentation, from the band to the box, shapes the entire experience before the first puff.
How can brick-and-mortar shops compete with online sales?
Offer what can’t be done on a smartphone. I tell retailers: “What do you provide that I can’t get while sitting on the toilet?” The in-store experience—connection, atmosphere, hospitality—is the differentiator.
Will you keep working with your established factory partners?
Absolutely. Consistency comes from the people who’ve made these blends for decades. Ferrio Tego’s debut blends will be made with our longtime partners at Quesada and Plasencia.
Light em up, where the good life has a voice!
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
