New packaging for Nica Rustica
New packaging for Nica Rustica. Drew Estate is changing the packaging and artwork on the Nica Rustica. Nica Rustica is the brand that made El Brujito famous in the world of cigars. El Brujito is the oldest cave painting in Esteli, and it is prominent in the artwork of the Nica Rustica. The “El Brujito” image of a shaman (or witch doctor) that was carved in stone by Pre-Colombian indigenous folk. They were living near Estelí more than 6,000 years ago. The image is retained in some parts of the presentation but respectfully minimized in the new rendition.
The new packaging and artwork are painted by hand by the lead artist of Subculture Studios. Richard “Dog” Diaz is celebrating the people of Esteli and La Gran Fabrica Drew Estate with the new designs.
The pride of Esteli
From the Wynwood Safehouse in Miami, Florida, Drew Estate Founder and President, Jonathan Drew confesses: “We did NO JUSTICE to this beautiful brand the first time around. But now you’re hometown heroes, Drew Estate, are ready for redemption as we re-launch Nica Rustica with a newfound conceptual lens. Commitment to excellence, and overarching strategy that I personally warranty to make the good people of Estelí super proud of us. Come join Willy, Pedro, Frank, and me for the big debut on the Drew Estate Freestyle Live: Special Edition. It will air on Thursday, May 6th, from 7 p.m. to 9 p.m. on Drew Estate’s Facebook Live page (facebook.com/drewestatecigar).”
“The Pride of Estelí” … rugged, robust, rustic and always satisfying. Nica Rustica Broadleaf Selection is a medium-to-full bodied smoke that’s unpolished, unrefined, and perfect for hardcore tobacco lovers. As part of Nica Rustica’s relaunch, graffiti artist Diaz draws his inspiration from the colorful colonial houses that make up Estelí’s lively, winding street barrios. Drew Estate is replacing Nica Rustica’s traditional black-bundle packaging with classy wooden boxes that adorn Diaz’s artwork.
No other changes
People who have grown to love Nica Rustica need not worry. The Nica Rustica blend will remain unchanged and will retain its dark, rustic, spicy, and robust flavor profile. Though the name will change to Nica Rustica Broadleaf. Nica Rustica Broadleaf features a Connecticut River Valley Broadleaf Medium wrapper. The binder is Mexican San Andres Negro. And Nicaraguan filler tobaccos from Estelí and Jalapa, with availability beginning in July for three sizes: Belly (7½x54, Belicoso), El Brujito (6×52, Toro) and Short Robusto (4½x50). Each vitola will come in 25-count boxes.
Jonathan Drew continues, “When Drew Estate opened its doors in Estelí in 1998, the mission, philosophy, and mantra were to unite New York City and Nicaragua to birth a cigar company unlike any that the world has ever experienced. From our earliest days, the most important core value was our bond to Estelí, the newly proclaimed ‘Mecca of Cigars.’ Nica Rustica has always been a high tribute to our Nicaraguan colleagues and community, as well as toward its boundless future. This redo is long overdue, and we nailed it in every aspect. We are investing huge Swisher money behind this brand, believe that.”
