Drew Estate has re-imagined, re-packaged and re-released the Nica Rustica brand as it reveals plans to take the cult brand to the next level.
“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,” says Jonathan Drew, president and founder of Drew Estate. “Come join Willy, Pedro, Frank and me for the big debut on the Drew Estate Freestyle Live: Special Edition, which will air live on Thursday, May 6th, from 7 p.m. to 9 p.m. on Drew Estate’s Facebook page (facebook.com/drewestatecigar).”
Created as a tribute to the people of Estelí, Nicaragua, the new artwork featured on the packaging for Drew Estate’s new Nica Rustica line was hand painted by Subculture Studios’ lead artist, Richard “Dog” Diaz, as a way to celebrate the home of Drew Estate’s La Gran Fabrica and the people that live there. Translating to “Pride of Esteli,” Nicaraguan Rustic is described as a rugged, robust, rustic and satisfying medium- to full-bodied smoke that’s “unpolished, unrefined and perfect for the hardcore tobacco lovers.”
As part of the Nica Rustica’s relaunch, graffiti artist Diaz drew inspiration from the colorful colonial housing that make up Esteli’s lively, winding street barriers. Drew Estate is replacing Nica Rustica’s traditional black-bundle packaging with what it describes as classy wooden boxes adorned with Diaz’s artwork. The “El Brujito” image of a shaman that was carved in stone by pre-Colombian indigenous folk living near Estelí more than 6,000 years ago has been respectfully minimized in the new rendition. While the packaging changed, Drew Estate notes that the blend will remain unchanged and that it will retain its dark, rustic, spicy and robust flavor profile. It will be referred to by a new name, however–Nica Rustica Broadleaf. The blend is comprised of a Connecticut River Valley Broadleaf medium wrapper, a Mexican San Andres Negro binder and Nicaraguan filler tobaccos from Estelí and Jalapa.
Nica Rustica will be available in three sizes beginning in July: Belly (7 1⁄2 x 54, Belicoso), El Brujito (6 x 52, Toro) and Short Robusto (4 1⁄2 x 50). Each vitola will be packaged in 25-count boxes.
“When Drew Estate opened its doors in Estelí in 1998, the mission, philosophy and mantra was 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,” added Drew.
Nica Rustica will range in price from $5.04 to $6.48 per cigar. For all the latest news from Drew Estate, visit drewestate.com.