March 2024

In an era where the expected often garners attention, there exists a realm where the underrated thrives, revealing its profound depth when least expected. A month ago, the cigar industry witnessed the birth of “Underrated,” a brand that quietly made its way into the hands of aficionados, leaving a lasting impression. Today, the curtain is pulled back to reveal the inspiration behind “Underrated” – none other than five-time NBA champion, Ron Harper.

Ron Harper embodies the spirit of resilience and unheralded excellence. In his second chapter off the court, Harper has emerged as a cigar aficionado and businessman, passionate about providing opportunities to those who are often overlooked. A legend whose career epitomized the essence of defying expectations, Harper has been working behind the scenes of this genre-disrupting brand to ensure the cigar stands out for its own unique experience, over the allure of a celebrity endorsement. Now, as the cigar receives the recognition it deserves, it’s time to unveil Ron Harper’s role.
Harper’s journey from an overlooked talent to an indispensable cornerstone of championship teams mirrors the journey of the “Underrated” cigar. He has been involved in every step, ensuring the cigar itself and the brand experience defy expectations and champion quality.

In every stage of my career, I’ve seen first-hand how the unexpected can harbour greatness,” Harper shares. “This partnership on the construction of Underrated is a homage to those moments and to everyone who revels in the joy of discovering the exceptional in the unanticipated. When you defy expectations, you have a chance to delight in the underrated!

The unveiling of Harper’s role in “Underrated” cigars is not merely an announcement but a strategic revelation that underscores the brand’s ethos. In a bold move, the launch of the cigars was intentionally kept under wraps, a nod to the aficionado’s pursuit of quality, unswayed by the glitz of celebrity. This decision reflects confidence in the cigar’s inherent merit, inviting enthusiasts to savour the blend’s excellence, uninfluenced by external endorsements.

“Underrated” cigars and Harper’s collaboration are a testament to the beauty of discovery and the true value that lies in the unexpected. Just as Harper’s contributions on the court often transcended the spotlight, “Underrated” cigars promise a smoking experience that exceeds the bounds of preconceptions, inviting connoisseurs to explore depth, complexity, and satisfaction beyond the conventional.

This year, it is announced that Ron Harper himself will grace the PCA Trade Show 2024, joining at the Luciano Cigars Booth. This presents a unique opportunity for enthusiasts and industry insiders to meet the legend, learn about the inspiration behind “Underrated” cigars, and experience the brand’s exceptional offerings first-hand.

As we celebrate this partnership and the remarkable synergy between Ron Harper and Luciano Cigars, we invite you to rediscover the pleasure of the underrated, to embrace the moments of surprise that enrich our lives. ‘Underrated’ cigars are not just a choice but a journey to the essence of enjoyment, where true value is not heralded by acclaim but by the quality of experience.” – Luciano Meirelles, Founder and President of Luciano USA.

Let the story of Ron Harper and “Underrated” inspire to seek out the uncharted, to appreciate the richness of the understated, and to find delight in the depths of the underrated.

Genuine Luxury, Redefined

In a ground-breaking advancement of their esteemed partnership, Luciano and John Laurendi are thrilled to unveil “EMERGENCE,” a cigar that promises an exclusive journey into genuine luxury, at PCA2024.

Genuine luxury transcends the mere acquisition of high-priced items and ventures into the realm of authentic, enriching experiences that resonate with the essence of real beauty in its most complete form. It is found in moments and experiences that bring us closer to the core of what it means to live fully. It could be the tranquillity of a meticulously designed garden that offers a sanctuary from the hustle of everyday life, the profound depth of a piece of art that speaks to the soul, or the complex flavours of a cigar  that tell a story of their origin, cultivation, and journey to the smoke. It’s in these experiences that luxury reveals its true face—a face not marred by the superficial need for display, but illuminated by the joy of authenticity, craftsmanship, and connection. Luciano Meirelles – President of Luciano Cigars and  Co-Owner of Peter James Cigar Co.

This concept of luxury is inherently personal and deeply subjective, making what constitutes a genuine luxury experience different for each individual. For some, it might be the quiet solitude of a morning spent in nature, for others, the rich, intricate flavours of a cigar shared with close friends. What unites these experiences is their ability to make us pause, reflect, and appreciate the beauty in the moment, the beauty in connection, and the beauty in the authentic narratives that weave through our lives.

In a world increasingly dominated by the ephemeral and the superficial, genuine luxury stands as a beacon to those seeking to connect with the real things in life—the elements that truly matter. It challenges us to redefine our perceptions of value, urging us to find luxury not in the price tag, but in the unparalleled satisfaction that comes from experiences rooted in depth, meaning, and beauty. Ultimately, genuine luxury is about enriching one’s life with experiences that are not just consumed but cherished. It’s about elevating the ordinary into the extraordinary, not through ostentation, but through the profound understanding and appreciation of what it means to experience the world in its most beautiful, authentic form.” John Laurendi Co-Owner of Peter James Cigar Co.

Distinguished by its rarity, meticulous creation process, and the collaborative genius of industry visionaries, EMERGENCE sets a new standard for what aficionados can expect from a luxury cigar:

Unmatched dedication to craftsmanship:

At the heart of EMERGENCE’s allure is the unmatched dedication to craftsmanship. Each cigar is the product of a singular Buncher and Roller’s care and precision, limiting production to a mere 100 cigars daily for each Vitola. This approach not only ensures meticulous attention to detail but also maintains the exclusivity and individual character of each piece.

Aged to Perfection with a Rich, Diverse Blend

EMERGENCE is crafted from a meticulously curated selection of leaves, each aged to its optimal fermentation point—ranging from three to ten years, depending on the varietal. The highlight is the wrapper: a carefully chosen Corojo Hybrid Viso from South of Quevedo, closer to the Loja region, known for its volcanically enriched soil. This wrapper is gently fermented at low temperatures for over five years. The blend seamlessly combines leaves from five distinct regions, featuring a Brazilian Mata Fina binder and fillers from Nicaragua,  Dominican Republic’s Piloto Cubano, and the United States. This harmonious blend weaves a rich flavour tapestry, delivering an evocative and unparalleled smoking experience.

Curated Selection of Leaves

For every vitola, leaves are carefully sorted by size and texture, ensuring a consistent and refined smoking experience

Rarity and Exclusivity

The rigorous selection process for leaves, coupled with a commitment to consistency in excellence, positions EMERGENCE as a rare find. Each cigar is not just a luxury product but a collectible item, embodying the pinnacle of cigar connoisseurship.

A Union of Mastery and Tradition

The partnership between companies is a testament to the fusion of mastery and tradition. By combining Luciano Cigars’ expertise in crafting unique taste profiles with Peter James Co.’s experience in creating luxury experiences, EMERGENCE stands as a narrative of unparalleled craftsmanship and a beacon for the sophisticated smoker.

Voices of Passion

Reflecting on the project’s depth, MIchael Dounoulis, Foreign Affair Partner & Regional Sales Manager of Luciano Cigars  shares, “The intensity and intention behind EMERGENCE, fuelled by creative genius, have been inspirational.”

Ed Trevino, Vice President of Sales at Luciano adds, “EMERGENCE invites smokers to a magical, transcendental experience, a testament to the beauty created when forces converge.”

Adrian Maharaj, Co-owner of Peter James Co and Peter James Cigar Co remarks, “The creation of EMERGENCE has been a journey to a new reality, encouraging deep reflection and offering a new language of luxury.”

EMERGENCE is not merely a cigar; it is an invitation to experience the extraordinary, to partake in a legacy of luxury, rarity, and elegance. This exceptional offering is a testament to what can be achieved when creativity, passion, and craftsmanship converge. For those ready to embrace this unparalleled smoking experience, EMERGENCE awaits. Limited in production and unmatched in quality, it represents a pinnacle of cigar connoisseurship.

Emergence Comes in 3 different sizes in a 20 box count format.

• R 52  (5 x 52) MSRP $ 60.00
• Toro Elegance  (6 1/2 x 50) MSRP $ 62.00
• Sublime (6 x 54) MSRP $ 66.00

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