PCA and FIU Conclude Historic Luxury Marketing Masterclass
The PCA × FIU Luxury Marketing & Experiences Masterclass closes its first edition, marking a major milestone for the cigar industry.
A Landmark Educational Achievement
The Premium Cigar Association announced the successful completion of its first PCA × FIU Masterclass. The three-day program took place at Florida International University’s Chaplin School of Hospitality & Tourism Management. The event marked the first structured academic programme focused on cigar culture.
The Masterclass united industry leaders, scholars, media, and students. The aim was to explore cigar culture within luxury, hospitality, and heritage sectors. The result created a bridge between education and craftsmanship.
Participants engaged in discussions on tradition, innovation, and experiential design. Evenings continued in Miami cigar lounges, where conversations deepened. The shared passion created meaningful connections and inspiration.
Day One: Storytelling and Collaboration
Narrative as a Luxury Driver
Day one opened with a virtual fireside chat with David Savona of Cigar Aficionado. He discussed how storytelling elevates cigars into lifestyle symbols.
Panels featured voices including:
Erik Calvino
Reinhard Pohorec
Jody Dunowitz
Javier Estades Saez
Chris Tarr
Laure Boisbouvier
Claudio Torres
Pierre Jebian
David Power
Bianca Lopez
Lynn Hawkins
Les Mann
Lissette Pérez-Carrillo presented a strong rebranding case study for Casa Carrillo.
Day Two: Luxury Experiences
Hospitality and Experience Design
The second day focused on luxury service and consumer engagement. Speakers included:
Jorge Luis Valdes
Pete Berntsen
Abe Dababnah
Eddy Guerra
Gabriel Urrutia
Liza Santana
Frank Herrera
Christian Eiroa
Leaders from major trade events contributed insight on experiential strategy.
Day Three: Craft and Connection
The La Aurora Pairing Experience
The final day offered applied learning at Empire Social Lounge. John Gaglio and Elvis Batista led a La Aurora pairing session with cigars, rum, and chocolate. The session examined heritage branding and sensory storytelling.
A graduation ceremony celebrated learner achievement and industry commitment.
A Shared Legacy
The PCA thanked FIU and its leadership team, including Dean Michael Cheng and Dr. Suzanne Bagnera. Special recognition went to Maria Cervantes for coordination and to PCA CEO Joshua Habursky for leadership. He co-moderated the program with Ricardo Carioni.
The PCA confirmed the next edition for 30 September to 2 October 2026.
