The Next Generation
Colin unveils the secret behind the success of the Ashton brand as being the core team of Rob Levin, Many Ferrero and now Meera and Sathya Levin, Rob’s two children, whom as they finished the university they joined the company. Meera as International Sales and Marketing and Sathya taking over daily operations. Rob mentions that the 3 most important moments in the company’s history were: the start of the Fuente relationship, Meera and Sythia’s joining the company and the start of the relationship with the Garcia family.
Rob noted the three most important moments in the company’s history: The start of the Fuente relationship, Sathya’s and Meera’s joining the family company and the start of the relationship with the Garcia family, with whom the Sathya was instrumental in starting.
Central America
Rob had developed a line called “La Aroma de Cuba” to be sold in the US only. Made in Honduras, it was an inexpensive cigar if compared to the rest of the Ashton portfolio. It had the distinct taste of Central America. So when Sathya brought him a cigar to taste, both Rob & Manny were both impressed. The cigar was made by Pepin Garcia, a fast rising star in the world of cigars. As Pepin met with the Levin family and Manny Ferrero, the bond was instant… Manny recounts. This new relationship resulted in the new cigar line, San Cristobal, which outside of the US is called Paradiso, to be included to the already exquisite Ashton portfolio.
La Aroma de Cuba, called La Aroma del Caribe outside the US, won the 2011 Cigar Journal Trophy for the best Nicaraguan blend.
When asked what was their philosophy in running a cigar company, the Levins replied:
Taste, consistency and quality. Ashton’s “Taste of Excellence” event, held at retailers, around the world have a consistent theme. They want you to taste the cigars fully, no matter what you are smoking. It is only then that we will truly appreciate any cigar, that we will be able to appreciate Ashton to it’s fullest.
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