Cigar.com (CC): How did you get into the cigar industry and how did your brand evolve?
Pete Johnson (PJ): I got into the cigar business while I was still playing music. In the early 1990s, when I was enjoying cigars on stage, I got offered a part time job at my local tobacco store. In six months, I went from being a part time counter clerk and pipe tobacco mixer to a full-time buyer for the store’s cigars. I tried making a brand in 1995 without any luck so I waited until the one day I met a great talented man and newcomer to the United States: José "Don Pepin" García.
CC: How did you and Pepín meet?
PJ: I met Pepín in the spring of 2003 at the Grand Havana Room in Los Angeles. A dear friend and sales representative, Ben Gehrman, told me about a roller and blender that was consulting with the company he was working with. Without Ben insisting I meet this guy, I would have never realized my dream of making my own cigars. I always wanted to make a cigar that was for me first, something I enjoyed and was proud to put my name on. Pepín and his family helped me realize that dream.
CC: Tatuaje has been a huge success, just as much as your other lines. What does the future look like for your company and its many brands?
PJ: I want to continue working on a few new brands that I have in my back pocket and retire in this business many years from now while leaving a portfolio of great cigars behind - continuing to have fun and enjoying every cigar with my name on it.
CC: Are there any new releases for this year’s tradeshow you can share with us?
PJ: I am working on a few new things including my new, true vintage cigar. It is a salute to the García family and all the work they have done for me. I am also working on a couple new tubo cigars, but more details to come later.
CC: Walk us through a typical day in the life of Pete Johnson?
PJ: I wake up after little sleep and go to work. Then I take lots of plane and road trips while promoting my brands. Depending on the day, I’ll enjoy between 3 and 10 cigars, go to bed late, then wake up in the middle of the night for a few hours stressing about something. Shortly after, the next day will start. Many days, when I'm in my office, I will spend a ton of time working on new designs while also talking to many people and friends on the cigar forums.
CC: What are your daily smokes? Is there anything you don’t produce that you are particularly fond of?
PJ: I do enjoy mostly my own brands, but usually it just depends on my mood or what we got in that day. I do enjoy Pepín and Jaime’s (Pepín’s son) cigars and still a few Cuban cigars (just to see what they are doing). Truthfully, I am an enthusiast and I enjoy what is put in front of me. I’ll try anything. It’s good research.
CC: Who, in this industry, would you say has had the biggest impact on you? Who do you look up to?
PJ: I look up to many people in the industry including people like Manuel Quesada, Litto Gomez, Ernesto Carillo, José Blanco, Robbie Levin, and the Fuente family, but I think the people that have had the most impact on me is the García family. Pepín and Jaime are like family and they are still teaching me things. I also believe that without their help, I would not be where I am today.
CC: You seem to be on the road an awful lot promoting your brand. When do you find time to unwind and come up with new projects?
PJ: I do my best work when I am with Pepín and Jaime in Miami or Nicaragua. As far as unwinding goes, I try to unwind on the few short vacations I take a year, enjoying life and the friends I have around me. I also like to unwind frequently with a good bottle of wine. Sometimes that is when I come up with some great ideas. At least I think they are good.
CC: What are your interests outside of cigars? Tell us something about yourself that would surprise our readers.
PJ: I have always been into designing things and I still like to play music. I love wine and even took an extension class from U.C. Davis on how to make wine. Yeah, I’m a wine geek... but I am a cigar geek first.
CC: Pete, it was great getting to spend some time with you. Is there anything you want to add before we wrap it up?
PJ: I just want to thank everyone for enjoying my cigars and thank all my friends out there on the cigar forums for the continued words of support. I always say that my cigars are made for me first and the fact that so many people enjoy them is a bonus. Thank you again to all and a big thanks to my retailers for believing in me.