Drew Estate is re-branding and relaunching its value-oriented Nica Rustica brand. The original brand intent was a tribute to the people of Estelí, Nicaragua and this new packaging and artwork reinforces that. The new artwork was hand painted by Subculture Studios’ lead artist Richard “Dog” Diaz, and celebrates La Gran Fabrica Drew Estate and the good people who live there.
We did NO JUSTICE to this beautiful brand the first time around, but now you’re hometown heroes, Drew Estate, are ready for redemption as we re-launch Nica Rustica with a newfound conceptual lens, commitment to excellence, and overarching strategy that I personally warranty to make the good people of Estelí super proud of us. Come join Willy, Pedro, Frank and me for the big debut on the Drew Estate Freestyle Live: Special Edition, which will air on Thursday, May 6th, from 7 p.m. to 9 p.m. on Drew Estate’s Facebook Live page (facebook.com/drewestatecigar).
Graffiti artist Diaz drew his inspiration from the colorful colonial houses that make up Estelí’s lively, winding street barrios. Drew Estate has replaced the original Nica Rustica’s black-bundle packaging with new wooden boxes that have Diaz’s artwork. The “El Brujito” image of a shaman (or witch doctor) that was carved in stone by Pre-Colombian indigenous folk living near Estelí more than 6,000 years ago is retained in some parts of the presentation, but respectfully minimized in the new rendition.
The original Nica Rustica, now known as the Nica Rustica Broadleaf Selection, is descried as a medium-to-full bodied smoke. The name changes leaves the door open for other variants. The blend remains unchanged from the original which uses a Connecticut River Valley Broadleaf Medium wrapper, Mexican San Andres Negro binder, and Nicaraguan filler tobaccos from Estelí and Jalapa. The new look launches in July and comes in three sizes: Belly (7 1⁄2 x 54, Belicoso) $6.48, El Brujito (6 x 52, Toro) $5.76, and Short Robusto (4 1⁄2 x 50) $5.04. Each vitola will be packaged in 25-count boxes as opposed to the original black bundles.
When Drew Estate opened its doors in Estelí in 1998, the mission, philosophy and mantra was to unite New York City and Nicaragua to birth a cigar company unlike any that the world has ever experienced. From our earliest days, the most important core value was our bond to Estelí, the newly proclaimed ‘Mecca of Cigars.’ Nica Rustica has always been a high tribute to our Nicaraguan colleagues and community, as well as toward its boundless future. This redo is long overdue, and we nailed it in every aspect. We are investing huge Swisher money behind this brand, believe that.