Tatuaje at the Light ‘em Up Lounge
Pete Johnson, founder of Tatuaje Cigars, joined the Light ’em Up Lounge to talk about building a brand that’s become a modern classic in the premium cigar world. Known for his bold blends, creative packaging, and collaborations with the García family in Nicaragua, Johnson shared his journey, his philosophy, and how he balances tradition with innovation.
How did you get started in the cigar industry?
I was working in the music business in Los Angeles in the mid-90s when I fell in love with cigars. That passion eventually pulled me into the industry, starting on the retail side before deciding to create my own brand in 2003.
What inspired the creation of Tatuaje Cigars?
I wanted to make cigars that reminded me of the classic Cuban profiles I admired—balanced, flavorful, and elegant. The name “Tatuaje,” which means “tattoo” in Spanish, reflects my personal style and the idea of putting your mark on something.
How did your relationship with the García family begin?
Through mutual friends, I was introduced to José “Pepín” García, who had recently moved from Cuba to Miami. We hit it off immediately, and I started working with him on blends. When the García family moved to Nicaragua, I followed, and we’ve been partners ever since.
What defines the Tatuaje style?
We aim for full flavor without overwhelming strength. Every blend is about balance—body, flavor, and aroma working together. Presentation is also important; I want the bands, boxes, and overall look to complement the smoking experience.
How do you approach creating new blends?
Sometimes inspiration comes from a specific tobacco; other times it’s about marking an anniversary or telling a story. I like working within constraints—certain seed types, specific vintages—and letting those parameters guide the blend.
How has the industry changed since you started?
There’s more competition now, especially from boutique brands. Social media has made it easier for new companies to get attention, but it’s also raised consumer expectations. People want authenticity and transparency more than ever.
What role does authenticity play in your brand?
It’s everything. I make cigars I personally want to smoke, and I’m honest about what they are and where they come from. Consumers can tell when something’s genuine—it builds trust and loyalty over time.
How do you balance tradition with innovation?
I respect the old Cuban methods—fermentation, rolling techniques, aging—but I’m not afraid to experiment with different sizes, shapes, and packaging concepts. The key is keeping the core philosophy intact while exploring new ideas.
Which Tatuaje cigars are you most proud of?
The Brown Label line will always be special—it was our first and still defines what Tatuaje is about. Limited editions like the Monster Series have also been a fun way to push creative boundaries while offering something collectors can get excited about.
The Light ‘em Up Humidor also features Tatuaje cigars – find out if we have the Brown Label line available here.
What’s next for Tatuaje Cigars?
We’re working on anniversary releases and continuing to refine our core lines. My goal is to keep the quality high, stay connected with consumers, and ensure Tatuaje remains a brand that cigar smokers trust and respect.
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 Pete Johnson 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
