PCA and FIU Launch Luxury Marketing Masterclass for the Premium Cigar Industry
The Premium Cigar Association (PCA) has joined forces with Florida International University’s Chaplin School of Hospitality & Tourism Management (FIU) to launch a groundbreaking executive education programme. The masterclass focuses on luxury marketing and experiences, with a special emphasis on the premium cigar sector. It takes place in Miami from 19–21 November 2025.
A First-of-its-Kind Programme
This is the first luxury marketing masterclass designed around premium cigars and allied luxury sectors such as spirits, wine, and fashion. Participants will gain direct insights into the strategies and challenges shaping modern luxury branding. From event marketing to collaborations with celebrities and high-end fashion houses, the course covers the essentials for professionals aiming to succeed in the luxury market.
Led by Industry Experts
The programme will be spearheaded by PCA CEO Joshua Habursky, alongside guest speakers from cigars, spirits, hospitality, and luxury goods. Attendees will explore retail environments, brand partnerships, and regulatory considerations that influence the premium cigar trade. The course concludes with an exam, and participants will receive a certificate of completion to enhance their credentials in the luxury sector.
Building Professional Knowledge
Habursky emphasised the importance of the initiative: “This is the first step in what I hope to be a long-standing partnership with the preeminent hospitality school in the world. My hope is to eventually offer both online and in-person classes to help professionalise the premium cigar industry.”
Michael Cheng, PhD, dean of FIU’s Chaplin School, echoed the sentiment: “We are honoured to partner with PCA to help cigar aficionados become experts in their field and increase their business potential.”
Elevating Luxury Experiences
The course underlines a growing trend in the cigar industry: luxury is no longer only about the product. As FIU’s Suzanne Bagnera, PhD, explained, it is about creating unforgettable and authentic consumer experiences. This programme equips professionals with the tools to bridge tradition and innovation in luxury marketing.
Enrolment Details
Applications are open until 5 November 2025. The course will run from 19–21 November 2025 at FIU in Miami. More information is available at hospitalityexed.fiu.edu, or by contacting HospExEd@fiu.edu or calling 305-919-4775.
