By: Lindsay Heller, Lead Merchant
While there’s no shortage of cigar brands from which to choose, the longer you fancy yourself a connoisseur, the more aware you are of marketing tactics that try and influence your buying habits. What is interesting, however, is that there are those who certainly can brag yet choose not to, and it’s that “quiet confidence” which makes their handmades that much more appealing. If you peel back the layers on Glen Case and his Kristoff brand, you’ll see why passion and humility are at the heart of this twenty-year-old business.
The Birth of a Brand
Although a casual enthusiast for years, it was Glen’s wife who worked in the cigar business before him, operating as a broker. He ended his 19-year career in financial services and the two successfully teamed up before one of the largest manufacturers they serviced commended them on a job well done, but still severed ties. Unhappy with that level of volatility, Case told his wife he was going to start his own brand, and in 2004, he met Rolando Villamil – his mentor and close friend – and the rest, as they say, is history.
“I knew nothing about manufacturing premium, handmade cigars,” said Glen, when I asked about his early days in the business. Gushing about all the important lessons Rolando taught him, it was evident that Rolando was more than a mentor – he was a guru for Glen. From harvesting, to curing, fermenting, blending, construction, and how to achieve consistency, it became easier to comprehend why Case remains so passionate about his business, but also why he remains humble. Although Rolando passed away in 2022, Villamil’s humility combined with a desire to teach those who wanted to learn were two hallmarks of his personality. The influence on Kristoff’s entire philosophy became abundantly clear, and it made me eager to learn more.
The Kristoff Difference
The ‘why’ in the marketing of a cigar blend is predicated on the ‘who’, ‘what’, ‘when’, and ‘where’; however, most brands spin the narrative to fit a specific product. When it comes to Kristoff, the desire for consistency and quality are such driving forces, that their entire portfolio contains specific hallmarks: each tobacco component is double or triple-fermented, all handmades are rolled in the classic Cuban entubado style, and each cigar is individually draw tested so Kristoff enthusiasts can always expect a perfect draw.
Case’s blending philosophy reflects his sensibilities, as it’s “all about smoothness and balance, without the bite, bitterness and after-taste.” He goes on to preface he’s “not a fan of big pepper and huge spice notes,” but rather a complex, rich experience for the palate. A question I like to ask anyone involved in blending are preferred countries of origin or even something as niche as specific varietals, but Glen doesn’t fall for my trap. “My favorite varietals is [sic] like asking someone, ‘Who is your favorite child?’. I love all my blends for different reasons.” I spun the question around again, this time asking if there was a varietal not utilized by Kristoff but on Glen’s radar, and he said that despite constant experimentation, hybrid tobaccos are something increasingly capturing his interest.
Brand Evolution
Given Kristoff’s 20-year tenure in the industry, many of you may remember their signature look: rough-cut cedar boxes with loose tobacco cradling the cigars inside. It was very much the cigar equivalent of farm-to-table within the food industry, and it certainly set the brand apart from its competitors for years. Now in their second decade, however, Kristoff is amid a total rebranding which they aim to complete in time for the 2025 PCA trade show in New Orleans. “We are transitioning to a much more sophisticated look with lacquer boxes, hot stamped foils bands and box labels, and foil cliches to present a much more traditional and elegant look,” said Case. And with this new look comes newer blends, such as ‘90’ rated Tres Compadres and Twentieth Anniversary, each inspired by pivotal people and points within the brand’s history.
Dedication Fueled by Passion
During Kristoff’s first decade, Glen was on the road 200 -220 days a year. Long-time enthusiasts can attest that something special happens when you meet the maker, as there’s a deeper level of kinship when it comes to a shared passion for premium tobacco. In fact, this social connection is something Case waxes poetic about, knowing that availability of high-quality handmades results in fellow aficionados helping to keep the traditional trade alive.
Although highly motivated by his love for the industry and the art of the cigar, Glen Case is also a proud family man. The name for Kristoff was inspired by his son, Christopher, and the Kristania blend was inspired by his daughter, Brittany. He proudly proclaims his two children are successful in their respective careers, and therefore Glen is happy to continue building the business with a team lead by two men who are equally as passionate: Jarrid Trudeau (Executive Vice President) and Ward Hall (Chief Operating Officer). The three are often photographed together for major events and promotional materials, which tells me that Glen thinks of his employees more like family than simply “just employees”.
Great Expectations
There’s something refreshing about Glen Case, because while he takes his work very seriously, he has more of a light-hearted approach to himself as an individual. On his interactions with customers, he’s quick to quip, “I always say, it makes perfect sense… I’m a gringo, living in Chicago, making cigars for a living.” The sincerity with which he owns his gringo nature in a business whose roots lie within First Nations and popularized by Spanish-speaking countries is something which should endear you toward Kristoff; however, if that doesn’t do the trick, listening to Glen talk to enthusiasts about which blend is ideal for them will.
For those newer to cigars, his first recommendation is always Kristoff Connecticut: ‘90’ rated by Cigar Aficionado, it’s mellow yet full-flavored. Featuring an Ecuador Connecticut wrapper, Nicaraguan binder, and four Dominican long-fillers, the spicy-sweet nuances punctuated by vanilla and roasted nuts pairs as well with coffee as it does with cognac. According to Glen, when speaking to experienced enthusiasts, “all bets are off,” as he’d want to know if someone has wrapper preferences, strength preferences, etc. He wants to have a conversation as he’s designed the Kristoff portfolio to have something for everyone, including those who enjoy deceptively strong cigars like the Pistoff Kristoff, where despite its smooth nature it still packs quite a punch.
* * *
Glen Case will refer to a cigar as an “equalizer” – and that mindset is very important. If you’ve ever entered a lounge before, you’ll know that those from all walks of life are there just like you, looking for a reprieve from the hustle and bustle, and some quality time fueled by a premium cigar. Focusing on the thing which unites us rather than what may divide us is good enough reason for me to pick up my preferred, ‘90’ rated Kristoff Sumatra, so which Kristoff will you be enjoying today?
