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TRADESHOW REPORT
>The Premium Cigar Association’s logo features a tobacco leaf in shades of three colors, each representing a facet of the industry: dark green for the tobacco fields and harvested leaf; dark brown the cured tobacco; and gray the ash, “evidence of tobacco well enjoyed.” The three segments on each side of the leaf signify “3 and 3,” or 1933—the year the association was founded.
2019 IPCPR Trade Show
Goodbye IPCPR, Hello PCA The industry’s premium tobacco association rolled out a major rebranding and slate of new initiatives positioned as either critical for the industry’s survival or increasing membership value. Some were embraced cheerfully, others seemed to overwhelm, and at least one spawned a mini civil war among members. >E. EDWARD HOYT III
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he premium tobacco industry met in Las Vegas earlier than usual this year, June 28–July 2 at the Sands Expo Center, for the final IPCPR Trade Show. Wait, it’s not what you think. The show returns in 2020, but under the banner of the trade association’s new name: the Premium Cigar Association (PCA), which was unveiled Friday afternoon, June 28, at a heavily teased “major announcement from the IPCPR” following the last educational seminar of the day and giving the industry plenty to ponder at General Cigar Company’s opening night Cohiba party that evening. The cat was already out of the bag, though, thanks to some online reporting a week earlier, rendering the association’s reveal “the worst kept secret in the industry,” joked PCA executive director Scott Pearce.
22 SMOKESHOP August 2019
“The new universe demands that as an organization we start going forward with a forward-thinking approach that doesn’t solve the problems today, or solve the problems of yesterday, but really provides us an absolute platform in order to solve the problems going into the future. Because unless we start doing that, we’re not going to be able to plan out a trajectory of growth, and sustainable grow for the industry, for the next 10, 15, 20 years. We’re always going to be reactive.” Pearce says the association asked itself how it could provide more value for the association’s member, both retailers and manufacturers. “The re-brand, it’s not just about a name, it’s not just about colors or a logo,” Pearce continued “It’s really ultimately what we do for you and how we add value to you and your daily lives, helping
you to do your business better, make more money, decrease costs, more profits.” Those on the front lines of legislative battles have found the previous rebranding, from the Retail Tobacco Dealers of America (RTDA) to the International Premium Cigar & Pipe Retailers Association (IPCPR) in 2007, had a problematic flaw from day one: invoking cardiopulmonary resuscitation (CPR) in its name—in addition to just being a mouthful to say. The goal at the time was to drop the negative connotation of “dealers” and to distance itself from cigarettes and machine-made cigars. But the awkward acronym-within-an-acronym has proven to be an ongoing distraction of its own, even a stumbling block, in building a strong voice representing the industry on Capitol Hill. In explaining the new PCA name, Pearce said a significant amount of research was conducted with all stakeholders. He noted the challenge for any trade group in getting their message across during the brief meetings they have with staff in congressional offices, and the frustration of wasting an opportunity to make an impactful impression derailed from the onset by the need to explain who the group is and what it does. Or worse, what it’s not involved in—such as CPR. While steeped in history, the traditional “cigar store Indian” that has been the de facto symbol of tobacco retailing and served as the association’s logo since its inception, was likewise retired, a relic of a bygone era that left as awkward and unnecessary magnet of negative attention surrounding an already polarizing industry.
