Nicaraguan Blend Sampler

The cigar ratings supplied by publications like Cigar Magazine and Cigar Aficionado form an important part of the modern cigar industry. For cigar smokers, these ratings provide guidance in a crowded market.

As pressed-for-time moviegoers may look to Roger Ebert for guidance at the multiplex, smokers use the magazines’ ratings to cut down on their in-store browsing time. For cigar makers, meanwhile, the ratings can be the touch of life – or the kiss of death. When Cigar Aficionado gave a high rating to a Fuente Spanish Lonsdale cigar, the magazine’s imprimatur helped to cause a run on the brand, rendering it scarce and highly sought-after and increasing the profile of Fuente’s cigars in general. Every cigar maker covets a 90-or-higher rating from these influential judges.

But where do these numbers actually come from? For staffers at Cigar Aficionado, the reviewing process starts at the store. While music and book reviewers are often given free “review copies” of CDs or books (a practice that makes things convenient for the reviewer, but also diminishes his or her independence), Cigar Aficionado tries to buy cigars at close to retail prices.