BOTL - I gotta throw in my .02 here...
"What makes Tatuaje cigars special?" In my opinion, everybody that is in business today--who is considered "boutique"--owes a great deal to Pete Johnson and what he's created with Tatuaje. I don't think any one person single-handedly has changed the face of the premium business over the last dozen or so years, more than Pete/Tatuaje. Before Tatuaje, I'd argue that there was no such thing as "boutique." Prior to 2003, brands like CAO(!) or Rocky Patel were considered the 'boutique' brands (lol). Back then, there was no Illusione, Warped, RomaCraft, Crowned Heads, etc., and Drew Estate was still known for 'infused' cigars only.
Allow me to share a true story with you all. It was 2003 in Nashville, TN, and we were at the annual RTDA (what is now the IPCPR) trade show. As I'd done for the past 7 years (I first met Pete at the Cinncy RTDA in '96), I sought out Pete to see what "was good out there" (to smoke). Pete actually had 2 cabs of un-banded cigars...he handed one to me and said, "dude, try this--it's MY cigar." The moment I lit it and got into it, I literally thought to myself, "GAME-CHANGER." The blend was what would become Tatuaje (brown label). And it was AMAZING--unlike anything I'd smoked to that point in my young career in the premium cigar industry.
Now think about this: Tatuaje came out at a time when there was no twitter, instagram, Facebook, etc.--the only way you got your word out there was via Cigar Aficionado magazine (and then Cigar Insider). Further, the brand launched with pretty much zero advertising--at a high (for the time) price point--with a brand name most people could not even pronounce--and with very understated packaging. The success of Tatuaje built rapidly and SOLELY by word of mouth. It was THAT good.
And for my money, it is STILL that good. Hats off to my brother-from-another-mother, i.e., Mr. Pete H. Johnson. Bravo bro.
Cheers.
Jon Huber
Crowned Heads