Last year, Camacho set out to find a way to make its events interesting, something beyond the tired and uninspired “buy three, get one free” routine. Something beyond posters and hats. Something beyond just smoking cigars. The solution was the “Torch it Up” tour. While the centerpiece was a custom Harley-Davidson that participants could enter to win, the real event was everything else. Out of a 55-foot Camacho branded trailer rolled out a custom bar to hold mixology contests between patrons, an arm-wrestling table, and conducted “blind” cigar tastings, blindfolds included. It was as much cigar event as it was adult summer camp. More importantly, it gave incentive to stay longer and do something beyond just sitting around and smoking cigars. While many of the components of that event are back—including the truck and its trailer—the theme has changed. It’s no longer about motorcycles because this year’s tour is for Camacho’s new American Barrel-Aged cigar. While last year’s event series stopped at over 100 stores, this year’s tour will only visit 25 stores; with a twist, each retailer will get three days of events. Camacho invited us down to the first stop, at Corona Cigar Co. Corona, which actually got a full-week of events and a ...
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