Claudia and Mirko, when dreams become reality

Written on 12 July 2024

A DISCREET CHAMPION

Mirko Giotto is a dreamer, a former Cigar Smoking World Champion. In 2016, Mirko Giotto won the Cigar Smoking World Championship (CSWC) title in Split. It was a title that put him on the world map. Mirko explains what this prestigious title meant to him and why his El Sueño cigar brand is little known in German-speaking Switzerland.

Mirko describes himself as a watch aesthete with a passion for mechanics. For him, many people don't realise the technical complexity of chronographs, where certain components only move every four years. He sees mechanical watches as works of art that can be worn on the wrist.

He sees mechanical watches as works of art
that can be worn on the wrist.

In 2005, Mirko left the watchmaking business to set up his own cigar brand. Having smoked cigars since the age of 18, he had a great passion for this activity. While still working in the watch industry, he took part in a charity event in Geneva where all the profits went to the project, except for those of the cigar sponsor who kept the money for himself. Finding this unfair, he realised he would have done things differently and decided to create his own cigars.

His advantage was that in the watch factory where he worked, cigars were already being made in small quantities for customers. After resigning, he contacted the cigar manufacturer in the Dominican Republic and told them about his idea. With no real sales strategy in place, he began his venture as if chasing a dream. It worked well at first, and the brand found its way into a number of lounges, including the five-star Beau Rivage Palace hotel in Lausanne. However, in 2006, a ban on smoking in restaurants was introduced, which complicated matters.

Despite the difficult times, Mirko never doubted his decision. He simply told himself that he was doing it for himself, so that he could smoke his own cigars that suited his tastes.

He has survived this difficult period and this year is celebrating 15 years of El Sueño. He is very pleased with the brand's current position, having enjoyed steady annual growth.

However, conquering the American market or increasing market share at any cost has never been his strategy. He doesn't want to spend 350 days a year on the road selling his cigars.

Mirko is also the only Swiss to have won the World Cigar Smoking Championship in Split. He discovered the competition through an acquaintance and took part for the first time in 2013. After a difficult start, he progressed and in 2015 was awarded the Fairplay Prize for mentally supporting the eventual winner, Oleg Pedan. In 2016, Mirko triumphed. He had obviously trained a little, mastering certain techniques to keep the cigar lit or correct an uneven burn. A good dose of competitive luck also played a part.

The title of world champion has given his cigars more credibility, although the impact is less in Switzerland than abroad. In Russia or the United States, the tournament is highly regarded and the winners are well known. There are now qualifying tournaments in over 40 countries, and winning the final is a big deal.

Mirko and his wife Claudia have developed a line of cigars especially for women. They believe there is great untapped potential in this area. After extensive discussions with Claudia, they opted for the Short Panatela format.

It took them about a year to find the right tobaccos and develop the cigar. The name of the line, .G, for Point G, was Claudia's idea. El Sueño cigars are generally not very strong, Mirko preferring longfillers that are rich in flavour and have the potential to develop. He creates cigars that appeal to him personally, finding it difficult to sell a product that doesn't suit him.

Claudia plays a crucial role in the development of new products, such as the .G line of cigars, specially designed for women. Her sense of aesthetics and her understanding of women's preferences have led to the creation of elegant and tasty cigars. She has also diversified the brand's offering by creating silk accessories such as clutches and scarves, reinforcing El Sueño's image of luxury and refinement.

"The cigar should taste good without being bitter, and allow women to enter the world of cigars." Claudia and Mirko plan to launch another milder format soon, as well as a slightly stronger Toro format for experienced female smokers.

Following in the creative footsteps of these two enthusiasts, they have launched a rum limited to 500 bottles, called 'Larmes de cigare', matured with their tobacco.

Next event Blue Smoke: Baronne or Belicoso?

The Blue Smoke team has fallen in love with two very different modules. The first is a superb Lancero GLine "Baronne. Exquisite, creamy and full of character, its perfect construction delighted us to the very last puff. Our second 'crush' El Sueño is none other than " Classic Line "with a magnificent Belicoso Maduro which won us over with its silky, even ebony wrapper. The Blue Smoke Spirit team is delighted to present two cigars at our next event El Sueño.