Fall 2020 PCA Magazine

14 PCA The Magazine | AUTUMN 2020 PREMIUMCIGARS.ORG G O V E R N M E N T B R I E F I N G Government Briefing Educating Policymakers on the Nuances of Premium Cigars From Capitol Hill to state legislatures to the Food & Drug Administration, 2020 was a monumental year for differentiating premium cigars from other tobacco products. In 2019, PCA took on an aggressive campaign, meeting with nearly 500 lawmakers on the distinctiveness of premium cigars and drawing upon a decade of public health and small business economic data. Even among lawmakers who actively support the challenges facing premium cigars, we have seen a noticeable uptick in the recognition of their uniqueness. Our goal now is to build on that heightened awareness and transform it into actionable policy outcomes through the legislative and regulatory process. The key characteristics of premium cigars include: • Infrequent use • Lack of addictiveness • Lack of a threat to public health • Lack of youth usage Additionally, the target market for premium cigars are consumers with a higher level of education who purchase products for special occasions and for social or cultural gatherings. These facts together form our best defense against obtrusive regulatory and legislative enactments that are introduced with the aim to target other tobacco products on the market. We must continue effective education campaigns and adult public awareness campaigns on premium cigars emphasizing the artisanal nature and complex process that goes into making them. From the field to the retail store shelf and all steps in between, it is clear: premium cigars are different. PCA has worked diligently to facilitate a clearer understanding of premium cigars through our live public engagement series and through digital interviews with the leaders and entrepreneurs who make our industry both unique and robust. We now have a repository of information that can be easily shared through digital outlets, but we must also engage in one-on-one discussions and grassroots engagement. Want to Be Featured on a PCA LIVE Show? Here's Your Chance! When COVID-19 forced us to reimagine how we do business, it also opened up new doors for connecting in a virtual space. We soon began livestreaming on Facebook and YouTube, and by summer we were holding 2–5 livestreams each week. When PCA was forced to temporarily furlough its staff in July, these segments were paused, but now that we’ve regrouped, we’re happy to announce we will be resuming this popular virtual interview series. After evaluating previous episodes, polling our members and assessing the overall value of the PCA, it became clear that including more of our retailers in these live segments is key to our overall goal of supporting the premium cigar industry and our commitment to helping our retail members thrive. We are currently planning our PCA LIVE schedule for the next 12 months and will be including a spectrum of topics, panelists and interview subjects. These shows will take place both virtually and on- site (when possible). If you are interested in being featured on an upcoming segment or have a topic in mind you’d like to see, please contact Erin R. Holland, head of marketing & communications, at [email protected] . News + Notes cont. N E W S + N O T E S