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Determination and Dignity: Fueling Alec Bradley's Future content main image

Determination and Dignity: Fueling Alec Bradley's Future

Back To Cigar Culture & Community

The cigar industry emphasizes the importance of tradition, and with tradition often comes familial ties to the trade. There haven’t been many new, successful brands spawned in the last 50 years – the field narrows even more when discussing brands who have no longstanding generational connection to tobacco. Enter Alec Bradley: the highest rated, award-winning portfolio born less than 30 years ago in 1996. 

Alec Bradley is named for two brothers, Alec and Bradley Rubin. They grew up in tandem with their namesake business, working in every aspect of the trade to learn all the details that go into making and marketing premium cigars. The brand was born with the goal of making life better one hour at a time, and both Alec and Bradley take this mission very seriously. One could argue they are in a unique position as second-generation cigar makers, as they don’t have to contend with 100+ years of family history influencing their judgment, and instead can act like a bridge between worlds old and new. Now bolstered by the resources of Scandinavian Tobacco Group (STG), the future of the Alec Bradley brand is brighter than ever.

They’re Similar, Yet Different

With only three years between them, Alec and Bradley have a close bond. They have similar opinions and philosophies at a high level, but if you dig deeper, their individual preferences function like yin and yang. According to the marketing-minded Alec, “there’s so much more to come when it comes to bringing Alec Bradley cigars to life through brand partnerships.” Referring to 2024’s Uncut Series which couples their cigars and top spirits brands, Alec knows there are many like him who have a shared passion for both categories, and he believes this is one way to keep his brand at the top of its game. 

True to his Brand Ambassador role, Bradley uses his personality and pride in the portfolio to forge stronger bonds between himself, customers, and retail partners alike. “I’m now working with the team at STG to come up with innovative new blends that honor the brand’s past and move it forward with thoughtful innovation,” says the younger Rubin. “When I say thoughtful innovation, I mean that we’re not moving away from what makes Alec Bradley special, we’re building on it. “

Talking Tobacco

Discussing tobacco preferences can be a minefield for those of us in the industry, but even more so when you’re at the helm of a brand with numerous ‘90’+ ratings from Cigar Aficionado. True to the company’s roots, the two brothers both speak highly of Honduran and Nicaraguan crops, continuing to work with the factories and tobaccos that brought the Alec Bradley brand its fame.

Alec prefers blends such as Kintsugi, Gatekeeper, and Coyol meaning he enjoys Jamastran and Trojes (Honduras) and Jalapa and Estelí (Nicaragua) crops. There’s pragmatism to the way he speaks about these tobaccos, believing they can act as the capstone for a host of rich handmades which possess a lot of range. Bradley, on the other hand, specifically pinpoints Honduran Criollo 98 and rightfully so, as this naturally sweet varietal is a key element in many Alec Bradley cigars. As he’s gaining exposure to more tobacco types working with various Master Blenders, he quickly admits that his preferences could change from one year to the next. Bradley may begin to sound more like his big brother as time marches on, learning how individual leaves must combine to create the harmony and balance befitting of a memorable smoking experience.

Knowing Their Place

“We approach cigar making with the smoker in mind,” a succinct statement on Bradley’s part. The brothers take their responsibilities seriously and are always grateful when an enthusiast selects an Alec Bradley cigar to highlight his or her day. “When you look at the uniqueness of our cigars, range of profiles, the look of our packaging, and the ratings we’ve received, I don’t think there is a brand or combination of brands that matches our approach to cigar making,” says Alec. Together they feel poised and confident to continue growing their namesake brand both here and abroad, thanks to their mutual goal of crafting memorable experiences.

Innovation + Engagement = The Future

I’ll let you in on a little secret: I asked Alec and Bradley the same questions but spoke with them separately. They’re a united front, but I was so curious as to where they differed and where they remained the same. The shared adjectives and energy when it came to discussing the future was heartwarming, as they each centered on two concepts: innovation and engagement. Alec very much speaks of branding, focusing on the interplay between blends and their packaging; Bradley was keen on ensuring that upcoming projects satisfy their longtime fans while simultaneously attracting newcomers. 

Both men have an innate desire to connect with cigar lovers on a deeper level, something they plan on doing via events, media, and expanding the company portfolio. They each used “legacy” in explaining their thoughts and opinions, showcasing an understanding of the impact their award-winning blends continue to have on the cigar industry. 

*                *              *

While it’s impossible to accurately predict the future, the combination of intelligence, humility, and determination certainly act as a positive springboard for Alec and Bradley Rubin. Both are excited at the road which lay before them, knowing that their access to STG’s tobacco library and additional resources will allow for endless possibilities.


Determination and Dignity: Fueling Alec Bradley's Future content main image

Determination and Dignity: Fueling Alec Bradley's Future

Back To Cigar Culture & Community

The cigar industry emphasizes the importance of tradition, and with tradition often comes familial ties to the trade. There haven’t been many new, successful brands spawned in the last 50 years – the field narrows even more when discussing brands who have no longstanding generational connection to tobacco. Enter Alec Bradley: the highest rated, award-winning portfolio born less than 30 years ago in 1996. 

Alec Bradley is named for two brothers, Alec and Bradley Rubin. They grew up in tandem with their namesake business, working in every aspect of the trade to learn all the details that go into making and marketing premium cigars. The brand was born with the goal of making life better one hour at a time, and both Alec and Bradley take this mission very seriously. One could argue they are in a unique position as second-generation cigar makers, as they don’t have to contend with 100+ years of family history influencing their judgment, and instead can act like a bridge between worlds old and new. Now bolstered by the resources of Scandinavian Tobacco Group (STG), the future of the Alec Bradley brand is brighter than ever.

They’re Similar, Yet Different

With only three years between them, Alec and Bradley have a close bond. They have similar opinions and philosophies at a high level, but if you dig deeper, their individual preferences function like yin and yang. According to the marketing-minded Alec, “there’s so much more to come when it comes to bringing Alec Bradley cigars to life through brand partnerships.” Referring to 2024’s Uncut Series which couples their cigars and top spirits brands, Alec knows there are many like him who have a shared passion for both categories, and he believes this is one way to keep his brand at the top of its game. 

True to his Brand Ambassador role, Bradley uses his personality and pride in the portfolio to forge stronger bonds between himself, customers, and retail partners alike. “I’m now working with the team at STG to come up with innovative new blends that honor the brand’s past and move it forward with thoughtful innovation,” says the younger Rubin. “When I say thoughtful innovation, I mean that we’re not moving away from what makes Alec Bradley special, we’re building on it. “

Talking Tobacco

Discussing tobacco preferences can be a minefield for those of us in the industry, but even more so when you’re at the helm of a brand with numerous ‘90’+ ratings from Cigar Aficionado. True to the company’s roots, the two brothers both speak highly of Honduran and Nicaraguan crops, continuing to work with the factories and tobaccos that brought the Alec Bradley brand its fame.

Alec prefers blends such as Kintsugi, Gatekeeper, and Coyol meaning he enjoys Jamastran and Trojes (Honduras) and Jalapa and Estelí (Nicaragua) crops. There’s pragmatism to the way he speaks about these tobaccos, believing they can act as the capstone for a host of rich handmades which possess a lot of range. Bradley, on the other hand, specifically pinpoints Honduran Criollo 98 and rightfully so, as this naturally sweet varietal is a key element in many Alec Bradley cigars. As he’s gaining exposure to more tobacco types working with various Master Blenders, he quickly admits that his preferences could change from one year to the next. Bradley may begin to sound more like his big brother as time marches on, learning how individual leaves must combine to create the harmony and balance befitting of a memorable smoking experience.

Knowing Their Place

“We approach cigar making with the smoker in mind,” a succinct statement on Bradley’s part. The brothers take their responsibilities seriously and are always grateful when an enthusiast selects an Alec Bradley cigar to highlight his or her day. “When you look at the uniqueness of our cigars, range of profiles, the look of our packaging, and the ratings we’ve received, I don’t think there is a brand or combination of brands that matches our approach to cigar making,” says Alec. Together they feel poised and confident to continue growing their namesake brand both here and abroad, thanks to their mutual goal of crafting memorable experiences.

Innovation + Engagement = The Future

I’ll let you in on a little secret: I asked Alec and Bradley the same questions but spoke with them separately. They’re a united front, but I was so curious as to where they differed and where they remained the same. The shared adjectives and energy when it came to discussing the future was heartwarming, as they each centered on two concepts: innovation and engagement. Alec very much speaks of branding, focusing on the interplay between blends and their packaging; Bradley was keen on ensuring that upcoming projects satisfy their longtime fans while simultaneously attracting newcomers. 

Both men have an innate desire to connect with cigar lovers on a deeper level, something they plan on doing via events, media, and expanding the company portfolio. They each used “legacy” in explaining their thoughts and opinions, showcasing an understanding of the impact their award-winning blends continue to have on the cigar industry. 

*                *              *

While it’s impossible to accurately predict the future, the combination of intelligence, humility, and determination certainly act as a positive springboard for Alec and Bradley Rubin. Both are excited at the road which lay before them, knowing that their access to STG’s tobacco library and additional resources will allow for endless possibilities.