Steve Saka at the Light ‘em Up Lounge
In this insightful conversation, Steve Saka shares hard-earned wisdom from decades in the cigar industry. He discusses the difference between making good cigars and building a successful cigar company, his philosophy around blending and product development, and the importance of authenticity in today’s market. Saka reflects on the industry’s challenges, the influence of cigar media, and his deeply personal approach to quality and consumer connection. The interview offers an honest, unapologetic look into what it takes to stay true to one’s vision in the premium cigar world.
The Evolution from Maker to Brand Builder
Steve Saka draws a sharp distinction between making good cigars and running a successful cigar business. Many skilled craftsmen can produce excellent blends, but turning that passion into a sustainable brand is a different challenge altogether. It requires consistency, storytelling, financial management, and building trust with consumers over time. Saka reflects on his time at Drew Estate and the lessons he carried into founding Dunbarton Tobacco & Trust. For him, being a great blender was never enough — he had to become a communicator, an operator, and a strategist. That shift, he admits, was not always comfortable but absolutely necessary.
Philosophy on Blending and Creativity
Saka doesn’t believe in creating cigars to fill marketing gaps or price points. Every blend he releases must serve a purpose. He starts with a specific flavor experience in mind — a deliberate intention — and works backward from that vision. It’s a deeply personal and creative process, rooted in instinct and refined by years of experimentation. He acknowledges that he’s often obsessive in pursuit of the right blend and doesn’t hesitate to discard promising projects if they don’t fully meet his internal standards. For Saka, the blend must speak for itself, and no amount of branding can save a cigar that doesn’t perform on the palate.
How Social Media and Cigar Media Shape the Industry
While acknowledging the power of cigar reviewers, bloggers, and YouTube channels, Saka is cautious about how much influence they should have. He notes that some reviewers lack real-world blending experience or commercial insight, and yet they shape consumer perception significantly. That said, he respects content creators who approach cigars thoughtfully and help expand the market. The key, in his view, is for consumers to develop their own palates instead of chasing every trending review. Saka appreciates honest feedback but remains unmoved by popularity metrics — he designs cigars for complexity and longevity, not for quick viral praise.
The Role of Authenticity and Consumer Trust
Authenticity is the foundation of Saka’s philosophy. He refuses to market something he doesn’t personally believe in and often takes paths that are harder but more honest. He shares that consumers today are savvy and value transparency more than ever. Trust is earned by delivering consistent experiences and being upfront about what a product is — and what it isn’t. At Dunbarton, every cigar is a direct reflection of his taste and standards. If it carries his name, he wants customers to know it wasn’t designed by a committee or manufactured for mass appeal — it was crafted with deliberate intention and personal accountability.
Why Not All Popular Cigars Are Good Cigars
Saka doesn’t mince words when discussing the disconnect between commercial success and product quality. Some of the best-selling cigars in the world, he argues, are mediocre at best. This happens because marketing budgets and distribution power often outweigh craftsmanship. He encourages cigar lovers to be skeptical of hype and to focus instead on flavor, construction, and consistency. In his view, the industry would be better served if more attention were paid to the product itself rather than the image surrounding it. His own cigars may not always be mainstream bestsellers, but they’re built to stand the test of time in the humidor and on the palate.
What Drives the Creation of Dunbarton Cigars
Each Dunbarton cigar begins with a concept — not a demographic or a pricing strategy. Saka creates blends based on what he personally wants to smoke, even if it means appealing to a smaller segment of the market. He describes some cigars as “chef’s table” projects — niche, uncompromising, and unapologetically complex. At the same time, he is mindful of consistency and performance across different production years. He’d rather release fewer cigars that meet his exacting standards than flood the market with SKUs. That’s why fans of his brand tend to be fiercely loyal: they know that when a Dunbarton cigar lands, it’s the result of long, careful development.
Staying Relevant in a Changing Market
Saka is acutely aware of how tastes are evolving, especially among newer cigar smokers. Yet he refuses to chase trends. Relevance, for him, doesn’t mean pandering — it means staying rooted in purpose and trusting that authenticity resonates long-term. He is open to innovation but insists that every new project must feel like a natural extension of his philosophy. While others may dilute their identity to reach broader audiences, Saka prefers to go deeper into what makes his cigars unique. That conviction — to create for depth rather than breadth — is what allows his brand to grow without losing its soul.
It was with great pleasure and honor that we welcomed Steve Saka on the show as our special guest.
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.
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Light em up,
Reinhard
Sensory expert, cigar passionado, and host of the Light ‘em Up Lounge
