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Nas has been announced as the new co-owner and financial partner of the cigar brand Escobar cigars, and to hear the rapper say it, it was meant to be from the start.
Escobar, a range of premium Nicaraguan cigars inspired by traditional Cuban recipes and techniques, first launched in 2018, and Nas was invited last August to help rebrand the company and update its offerings. Longtime cigar aficionado, the rapper says he was already intrigued by the product line, but when he heard of the company’s name it was obvious to get involved.
âWhen the Escobar Cigars team first approached me, I was immediately drawn to the brand by the exceptional quality of their product, from the craftsmanship to the pleasurable smoking experience,â said Nas. Rolling stone. “Of course, the name struck me immediately as well, since ‘Escobar’ is an alias that I have used throughout my career.” (Nas first revealed the nickname, inspired by his fascination with Pablo Escobar, on Mobb’s album Deep in 1995, The infamous).
âThe circle was complete to hear that the name [of the cigar brand] was inspired in part by my personality and my entrepreneurial spirit, âhe says,â so it was a natural fit. “
The Escobar collection includes two types of cigars: a handcrafted “natural” cigar, medium to strong, with notes of vanilla and white pepper, dried fruits, caramel and herbs; and a medium bodied “Maudro” cigar with full and round flavors of chocolate, black pepper, dry coffee and firewood.
All cigars are made from what Escobar describes as a blend of “three vintage Habano sun-grown and aged tobaccos, grown specifically in the rich volcanic soil of Nicaragua”. While Cuban cigars are more popular with casual smokers for their mild taste and finish, many cigar connoisseurs promote the complexity of a Nicaraguan cigar. Escobar says his cigars – which are all legally available for purchase online – offer a soft draw with a more dense and persistent finish.
For Nas, who became a brand ambassador for Hennessy after naming the brand of spirits on his debut album, Illmatic, working with Escobar was an opportunity to immerse oneself in one of his other preferred vices. âI’ve always had a love for cigars, especially early in my career,â he says. “I really developed an affinity for cigars as an artist since I was surrounded by people who smoked them, whether to relax or to party, so from there my interest continued to grow. and the rest is history. “
Nas says he got to work immediately after being named Escobar’s new co-owner in August. The rapper helped redesign everything from the logo and packaging to the all-black packaging, which the brand says is helping to “modernize” the old-fashioned cigar world.
âI have been very involved in the entire new branding of Escobar Cigars, from the re-creation of the logo to the luxurious all-black cigar boxes,â explains Nas. âI wanted the brand to have my personal touch and really resonate with what I represent. “
The cigars have been a hit since their launch, receiving screams from everyone from Snoop Dogg to DJ Khaled, while boost online sales.
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Next step for the brand: develop its range of cigar accessories, which currently includes cigar cutters, storage boxes and humidifiers. Nas is also teasing the release of “high-end handmade blunt envelopes”, saying this is just one of “many projects in the works.”
The rapper has always had an entrepreneurial spirit, and Nas says being a part of Escobar challenged him to approach his business the way he approaches music: to constantly innovate and find new ways to channel his creativity.
âGrowing up in New York City, I always had this natural drive to be something in the business world and I grew myself and my brand from there,â he says. âAs an entrepreneurial person with a personal interest in consuming every industry that I enter into a business deal or partnership with, it is important that there is a clear passion in every project I undertake. . “
âOf course,â he hastens to add, âI want to make sure that this also lines up with my long musical career, and as I have rapped on cigars throughout my career as a musician. he artist, I saw a real opportunity with Escobar Cigars. The rest, says Nas, is history.