Matt Booth with Room 101: Primary Photographers: Ning Wong, Red Belt Creative (Cover & Primary Photo Shoot); Billy the Kid (Lifestyle Images); VSULZ (Studio Shots); Location: 8EightyEight Cigar Lounge
Rob Sergent with Alpine Distilling: Photographer: Carla Boecklin; Location: Stein Eriksen Residences in Park City, Utah
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ENTHUSIAST GUIDE TO MANNERS
LUXURY IS NOT JUST A PRODUCT—IT’S A LIFESTYLE: MANNERS MATTER
In the world of high society, luxury functions are not just social gatherings but a tableau for displaying one's savoir-faire and sophistication. To stand out at any luxury function, it is crucial to master certain manners that signal elegance, respect, and cultural fluency. Here are the top manners that can make anyone shine in an upscale setting.
MASTERING THE ART OF ARRIVAL AND DEPARTURE
Making a memorable entrance and a graceful exit are key. Arrive on time, as punctuality reflects respect for the host and other guests. Upon arrival, take a moment to greet the host personally, expressing your appreciation for the invitation. When it’s time to leave, again find your host and thank them for the event, mentioning a specific aspect you enjoyed. This not only shows gratitude but also leaves a lasting impression.
DRESS APPROPRIATELY
Understanding and adhering to the dress code is paramount. Whether it’s black tie, business formal, or cocktail attire, dressing appropriately shows that you value the occasion and respect the other guests. Prior research or a quick consultation with the host can clarify any doubts regarding attire. Remember, it’s better to be slightly overdressed than underdressed in a luxury setting.
ENGAGING IN POLITE CONVERSATION
The ability to converse with anyone at a function with confidence and grace is a valuable skill. Avoid controversial topics like politics or personal finances. Instead, opt for lighter subjects such as art, travel, or food. Show genuine interest in the person you are speaking with by asking open-ended questions, listening attentively, and keeping your phone away to give them your full attention.
USE OF POLITE LANGUAGE AND NONVERBAL CUES
Polite language and proper etiquette go hand in hand. Use phrases like “please,” “thank you,” and “excuse me” generously. Be mindful of your body language as well; maintain good posture, offer a firm handshake, and use appropriate eye contact. These non-verbal cues can communicate respect and attentiveness more effectively than words.
NAVIGATING THE DINING TABLE
Table manners are a critical aspect of standing out at a luxury function. Familiarize yourself with the basics of formal dining etiquette such as the correct use of utensils, how to pass food and condiments, and the proper way to toast. Remember to pace yourself with the host or the slowest eater at the table to ensure that no one feels rushed.
RESPECTFUL INTERACTION WITH STAFF
How one treats the service staff at any event is often observed and reflects significantly on one’s character. Always be polite and patient with event staff. Acknowledge their efforts with a thank you or a smile. This shows that you are considerate and respectful to everyone, not just the fellow guests.
OFFERING AND RECEIVING COMPLIMENTS GRACEFULLY
Compliments are a wonderful way to connect with others, but they must be genuine and well-placed. Whether complimenting someone’s attire or the event itself, keep it sincere and brief. When receiving compliments, accept them graciously with a simple thank you, without selfdeprecation or deflecting the praise.
By mastering these manners, anyone can stand out at a luxury function, demonstrating not only their respect for the occasion but also their adeptness at navigating high society with ease and confidence. These skills not only make social interactions more enjoyable but also establish a lasting impression of sophistication and poise.
Cheers,
Lincoln Salazar
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Enthusiast’s Report: Top 10 Boutique Cigars Of 2024
The McLaren 750S Claims the Crown: is more than just a car—it’s a pinnacle of automotive craftsmanship.
28
46 The Watches That Defined 2024 an Empire, Breaking Boundaries, and Never Playing It Safe.
Tech That Transformed 2024
Enthusiast’s Report: Top 20 Cigars of 2024
62
50 Cent: Unstoppable Ambition, Unfiltered Vision. A conversation with Enthusiast Report Magazine.
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Celebrating Excellence: Enthusiast Report’s 2024 International Spirits Competition Winners.
Redefining Talent Management: A Conversation with Ali Kavoussi.
106
The Finest Catch: The Caviar Co.'s Exquisite Indulgences.
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Enthusiast’s Report: 2024’s Greatest Escapes & Most Beautiful Destinations.
112
Spirited Tale of Agave and Artistry: Clase Azul, renowned for its exquisite tequila and craftsmanship.
THE WATCHES THAT DEFINED 2024
2024 is the year of reinvention for men’s watches. Across the horological landscape, storied maisons are rewriting the rules, blending centuries of tradition with bold, boundary-pushing innovation. The result? A lineup of timepieces that feel as dynamic and multifaceted as the men who wear them. Whether it’s the clean minimalism of Parmigiani Fleurier’s Tonda Petite Seconde or the audacious artistry of Hermès’ Arceau Chorus Stellarum, this year’s designs are as much about self-expression as they are about technical mastery.
Every watch tells a story. For the adventurer, it’s the rugged durability of Tudor’s Black Bay GMT. For the professional, it’s the quiet luxury of the Rolex 1908 Platinum. And for the bold risk-taker, it’s the unapologetic vibrance of Zenith’s Defy Extreme Jungle. These pieces go beyond telling time—they encapsulate identity, ambition, and taste in a way no other accessory can.
This year’s selection proves one thing: the modern wristwatch is more than an heirloom; it’s a declaration. A fusion of form and function, these timepieces celebrate individuality while standing as timeless investments in style. As you explore the best watches of 2024, you’ll find that each second truly counts—and so does how you choose to wear it.
WORDS BY SHAUNA BASS
HERMÈS
Arceau Chorus Stellarum watch in stellarum blue
$155,200, hermes.com
NOAH X TIMEX
Moon Phase 37mm Watch in gold plated stainless steel case $198, noahny.com and timex.com
TUDOR
Black Bay 58 GMT “Coke” watch in black and burgundy bezel
$4,600, tudorwatch.com
PARMIGIANI FLEURIER
Tonda Petite Seconde price on request
ROLEX
1908 Platinum 39mm
$30,900, rolex.com
CHOPARD
Mille Miglia Classic Automatic Chronograph Watch, 40.5mm
$9,350, chopard.com and neimanmarcus.com
BAMFORD
WATCH
$24,490, mrporter.com
SIMON BRETTE
Chronomètre Artisans Chronomètre
Artisans Rose Gold watch price upon request, simonbrette.com
ORIS
Aquis Date
$2,800, www.oris.ch/en-us
MONTBLANC
Summit 3 42mm Blue Titanium and Rubber Smart Watch
$1,920, mrporter.com and montblanc.com
Aquis Date Upcycle Calibre 400 Watch in 43.5mm Stainless Steel
$4,200, www.oris.ch/en-us
OMEGA
Speedmaster Pilot watch, 40.85mm, steel on steel
$9,950, omegawatches.com
ZENITH
Defy Extreme Jungle 45mm watch, brushed titanium with Tiger's Eye and khaki green accents
$26,900, zenith-watches.com
CARTIER
Panthère de Cartier watch, medium model
$5,200, cartier.com
As 2024 unfolds, the world of men’s watches has cemented itself as a fusion of heritage, innovation, and unparalleled style. These aren’t just tools to keep time—they’re wearable testaments to craftsmanship, personality, and ambition. From the storied maisons of haute horology to trailblazing collaborations redefining accessibility, this year’s timepieces are as dynamic as the men who wear them.
For the adventurer, a watch is a call to action—a rugged partner that moves with you through the extremes. For the collector, it’s a masterpiece of engineering and artistry, one that reflects years of tradition and precision. And for the modern professional, a watch is a quiet flex, a subtle nod to taste, confidence, and character. In an era dominated by digital innovation, these analog wonders remind us of the enduring power of true craftsmanship.
The best watches are more than accessories; they’re investments in identity. Whether you gravitate toward the bold minimalism of Oris’s Upcycle, the timeless allure of the Rolex 1908, or the unapologetic extravagance of Hermès’ Arceau Chorus Stellarum, each timepiece carries its own story—and invites you to write yours.
VACHERON CONSTANTIN
Overseas Automatic 41mm 18-Karat Pink Gold and Leather Watch
$40,400, vacheron-constantin.com
PATEK PHILIPPE
5738 1R Ellipse watch
$60,100, patek.com
INTRODUCING COHIBA RIVIERA
TAKE IT ALL IN
The newest addition to our collection represents new territory for Cohiba. It’s the only box-pressed offering in our portfolio, as well as the only Cohiba to feature an exquisite Mexican San Andrés wrapper.
Bask in luxury with the all-new Cohiba Riviera.
THE MCLAREN 750S CLAIMS THE CROWN
COMBINING BREATHTAKING SPEED WITH REFINED ELEGANCE, THE MCLAREN 750S IS MORE THAN JUST A CAR—IT’S A PINNACLE OF AUTOMOTIVE CRAFTSMANSHIP.
WORDS BY BEN ELLIS
The McLaren 750S is a supercar that embodies the next stage in high-performance automotive design, boasting 740 horsepower and reaching a top speed of 206 mph. Available in both Coupe and Spider models, the 750S introduces a fresh choice for supercar aficionados, offering two thrilling versions of this high-speed marvel.
Blending sheer power with refined versatility, the 750S provides an unforgettable experience for drivers. Each detail reflects McLaren’s commitment to precision and performance, making the 750S a standout among supercars. With its striking aesthetics and engineering prowess, the 750S is crafted to inspire awe on every journey.
Built to captivate, the McLaren 750S takes excitement to the next level as the lightest supercar in McLaren’s lineup. Its lean construction enhances not only its performance but also its agility, making the car exceptionally responsive on the road. This weight reduction allows for sharper handling, elevating the thrill of each drive.
The 750S delivers explosive acceleration, reaching 0 to 60 mph in just 2.7 seconds, and can hit 186 mph in less than 20 seconds. As a masterpiece of speed and design, the McLaren 750S embodies the brand’s relentless pursuit of innovation and excellence. Constantly pushing the envelope, McLaren has crafted a supercar that redefines progress.
Sitting behind the wheel of the McLaren 750S is an unparalleled experience; you’re not merely driving—you’re commanding an icon of luxury and innovation. It’s an invitation to see the road in a new way, with every journey transformed into a remarkable adventure. With its aerodynamic profile and breathtaking performance, the 750S is the ideal companion for venturing into new horizons, ensuring every moment is memorable.
If you’re seeking a supercar that sets new standards and offers unmatched thrills, the McLaren 750S delivers on all fronts. Whether you’re a dedicated supercar enthusiast or simply appreciate the artistry of fine automotive engineering, the 750S offers a captivating experience for all.
The Little CAR COMPANY
A perfect blend of nostalgia and innovation, these meticulously crafted miniatures bring legendary cars to life in a new, collectible form.
BY BEN ELLIS
WORDS
The concept of creating miniature versions of the world’s most iconic classic cars—crafted to the same exacting standards as their full-sized counterparts—seems almost too simple to be revolutionary. Yet, it took the vision of Ben Hedley, founder of The Little Car Company, to bring this idea to life. In 2018, Hedley, based in the UK, conceived the concept of partnering directly with prestigious car manufacturers to build drivable, downsized electric versions of legendary vehicles. These meticulously crafted creations are not just toys; they are genuine collectibles, each made by hand at a former World War II Royal Air Force base.
Among The Little Car Company’s notable models are the Aston Martin DB5 Junior, the Ferrari Testa Rossa J, and the Bugatti Baby II. Each is produced in strictly limited editions, making them highly sought after by automotive enthusiasts.
The Bugatti Baby II, for example, is a 75% scale replica of the famed Bugatti Type 35, originally a standout in the 1924 French Grand Prix. This miniature marvel is fully electric and created with the precision of a 3D scan of the original car, ensuring it remains faithful to its racing roots.
Whether you're looking to add a unique piece to your collection or seeking to own a piece of automotive history, The Little Car Company offers an exclusive opportunity. There’s always a place on their waiting list for those eager to secure one of these rare, hand-crafted automotive masterpieces.
thelittlecar.co
1971 PORSCHE 917 KH BY AMALGAM
For those who appreciate the artistry of miniature vehicles, the Amalgam Collection stands as the pinnacle of craftsmanship in the world of model cars. Based in the UK, this prestigious brand is renowned for producing museum-quality, limited-edition replicas, with an attention to detail so precise it elevates their models to the level of collectibles. Every model is meticulously handcrafted by skilled artisans, with some creations limited to only a handful of pieces. These models are so detailed that they often capture the unique weathering and patina accumulated by the real cars over years of road and race track use. Amalgam ensures each model is a perfect replica by referencing archival images of the original vehicles in action.
One of Amalgam’s latest triumphs is a 1:18 scale model of the legendary 1971 Porsche 917 KH, a race car that secured victory at Le Mans. This version, featuring the iconic Martini Racing livery, is a testament to the company’s commitment to accuracy. For collectors seeking even more grandeur, Amalgam also offers a larger 1:8 scale version of the Porsche 917 KH, a project that took thousands of hours to complete and is priced at approximately $23,000. According to Amalgam’s Sandy Copeman, the models are so meticulously crafted that they can be difficult to distinguish from the real cars in photographs.
amalgamcollection.com
TECH THAT TRANSFORMED 2024
WORDS BY SHAUNA BASS
In 2024, luxury tech redefined what it means to merge innovation with style. This year wasn’t about gadgets that merely performed well—it was about devices that felt extraordinary to use and impossible to ignore. From transparent televisions that double as futuristic art pieces to brainwave-reading headphones that seem straight out of sci-fi, the most exciting releases of 2024 pushed the boundaries of design, function, and imagination. Tech this year was about more than drones and dog robots –although we had those too! It wasn’t just in the materials or price tags; it was in how these devices elevated the everyday into something exceptional.
Take LG’s Signature T OLED Transparent TV—a 77inch marvel that turns your living room into a high-tech gallery with a display so sleek, it’s like peering through a window into the future. For sound aficionados, Western Electric’s 91E Amplifier made waves with its vintageinspired vacuum-tube design, offering not just pristine audio quality but also the kind of tactile charm that feels crafted for a different era. And Master & Dynamic’s MW75 Neuro headphones stole the show, blending brainwave-reading technology with a design so polished it could turn neuroscience into a fashion statement. These weren’t just gadgets—they were showpieces designed to make an impression.
REMARKABLE PAPER PRO
starts at $57, Marker Plus $50, remarkable.com
OURA RING 4
starting at $349, ouraring.com
GARMIN EPIX PRO
Gen 2 Sapphire Edition 42mm Smartwatch $1,000, bestbuy.com and garmincom
BOSE ULTRA OPEN EARBUDS
$299, bose.com
RAY-BAN META MIXEDREALITY WAYFARER
Smart Glasses in Black $299, bestbuy.com and ray-ban.com
ZILDJIAN ALCHEM-E GOLD EX DRUM KIT
$6,999, guitarcenter.com
TESLA OPTIMUS GEN 2 HUMANOID ROBOT tesla.com for pricing
WESTERN ELECTRIC 91E INTEGRATED AMPLIFIER
Vacuum-tube altar to amplification featuring full-function preamp with phono stage and bluetooth
$15,000, westernelectric.com
handheld gaming device in black starting at $699, msi.com
But luxury tech in 2024 wasn’t just about statementmaking—it was about creating experiences that felt personal, exciting, and endlessly useful. Garmin’s epix Pro Sapphire smartwatch brought rugged versatility to your wrist with a design that seamlessly transitioned from mountaintop expeditions to boardroom meetings. The ReMarkable Paper Pro took note-taking to new heights, combining the simplicity of pen-and-paper with the convenience of digital connectivity. And for home entertainment enthusiasts, XGIMI’s Horizon Max projector turned walls into IMAX-worthy screens, offering cinematic brilliance in the comfort of your home. Even Ray-Ban stepped into the spotlight, giving their iconic Wayfarers a mixed-reality upgrade with Meta Smart Glasses that blurred the line between style and technology.
$59,999, lg.com
In 2024, tech didn’t just perform—it impressed. These gadgets weren’t content to merely solve problems; they reframed them, adding elegance and ingenuity to every corner of our lives. Technology doesn’t just fit into our routines—it anticipates them. This wasn’t a year of incremental upgrades; it was one of bold statements and fresh ideas.
As we move into 2025, the lesson from this year’s best tech is clear: innovation isn’t just about what a device can do—it’s about how it fits into the way we live, think, and create. In a world where convenience is a given, it’s the details— the design, the daring ideas, the moments of unexpected delight—that elevate technology from useful to unforgettable. LG SIGNATURE T OLED 77-INCH TRANSPARENT TV
SAMSUNG S95D GLARERESISTANT OLED 55-INCH TV
$2,599, samsung.com
XGIMI HORIZON MAX IMAX ENHANCED PROJECTOR
$1,899, us.xgimi.com
$200, dji.com
ALPHA 9 III
Full-frame Mirrorless Interchangeable Lens Camera
$5,999, electronics.sony.com and adorama.com
SONY
MASTER OF THE GAME
MATT BOOTH ON BUILDING AN EMPIRE, BREAKING BOUNDARIES, AND NEVER PLAYING IT SAFE
A CONVERSATION WITH MATT BOOTH, FROM ROOM 101 INTERVIEW BY: LINCOLN
SALAZAR
Matt Booth is not your average mogul—he’s a visionary who’s reshaped the worlds of cigars, spirits, and fashion with the same relentless drive that fuels his every move. Known for his sharp intellect, edgy style, and the rare ability to navigate and conquer multiple industries simultaneously, Booth is the embodiment of modern luxury and unapologetic ambition. In this exclusive interview with Enthusiast Report's Lincoln Salazar, Booth shares the secrets behind his success, why he thrives in chaos, and how he’s built an empire that defies convention. Get ready for an unfiltered look at the man who plays by his own rules.
Lincoln Salazar: Guys, welcome to The Enthusiast Report. I’m sitting here with a man in the cigar industry who probably doesn’t need much of an introduction: the legendary cigar maker, Mr. Matt Booth, of Room 101 Cigars. Matt, thank you so much for being here today.
Matt Booth: Thanks for having me.
Lincoln: Absolutely. We just finished a beautiful shoot here in Orange County, California. We can’t thank you enough for coming out.
Matt: I wouldn’t have missed it.
Lincoln: Matt, I wanted to catch up with you about some of the exciting things happening with Room 101. The brand has always been a craft cigar staple, and a couple of years ago, you transitioned into a partnership with STG. It’s been two years now—how has that played out for Room 101 as a craft cigar company?
Matt: I appreciate you asking. With two years of rubber on the road, I see nothing but successful evolution and execution. Honestly, the partnership has been a complete success. Initially, some of our consumers were concerned that the brand might be overpowered by such a large entity, but two years later, it’s clear that hasn’t been the case. Instead of being overpowered, we’ve been empowered. The resources STG provides have allowed us to flourish far beyond what we could have achieved independently.
Lincoln: That’s a powerful statement—“overpowered” versus “empowered.” It’s a common fear for craft brands entering partnerships with big companies like STG. Have you maintained the creative freedom you’ve always had as an entrepreneur and artist?
Matt: Thanks for noticing. Creativity is everything to me, and yes, I’ve maintained full control over the creative aspects, especially when it comes to blending and product development. That remains 100% under my direction. If it wasn’t, it wouldn’t be authentic to my vision.
Lincoln: Were you nervous about the transition at first?
Matt: Absolutely. Room 101 is my baby. I built it from my coffee table in my apartment at Melrose and Genesee to where it is today. But early on, I established a relationship with some of STG’s top executives. Through that relationship, we built trust. I saw their genuine intent to preserve Room 101’s brand identity and let it flourish organically, rather than controlling or altering it. That trust is what ultimately led me to sign the deal.
Lincoln: What’s been the biggest challenge since the merger?
Matt: Honestly, adapting to the new dynamics of a larger organization. Before, if I had an idea for a marketing campaign or sales initiative, I could have it in motion by the end of the day. Now, there’s more process involved, and while I’m grateful for my partners, it requires unifying on initiatives before rolling them out. That can sometimes feel like “constipation in process” within a large machine. My role is to ensure we fight through that process to stay true to our core principles and brand identity.
Lincoln: What about your team? Have there been changes there?
Matt: I’ve been fortunate to work with phenomenal people like Chris Tard and Matt Wilson, who are my greatest champions within the organization. They help ensure we stay aligned with both process and vision.
Lincoln: As an entrepreneur, do you think it’s better to start with less structure in the early stages and bring in more systems later, or should that structure be there from the beginning?
Matt: It’s about finding the right balance. Vision without some level of structure can be chaotic, but at the same time, the entrepreneurial journey is inherently a bit of a free-for-all. Each founder needs to discover their own balance between creative freedom and systematic direction.
Lincoln: That makes sense. I’ve found that in startups, too much red tape can stifle creativity and slow down progress. On the flip side, large companies are like big ships—it takes a lot of effort to change course. Small companies can maneuver like speedboats.
Matt: Absolutely. A small company is like a nimble boat, while a big company is more like an aircraft carrier. What you lose in agility, you gain in unstoppable power. Each has its trade-offs.
Lincoln: Which do you enjoy more—the speedboat or the aircraft carrier?
Matt: The speedboat, all day. I love our small, tight-knit team in Los Angeles. We’re a family first, and that camaraderie creates a shared mission that runs deep. It’s not just a job for us—there’s personal responsibility and accountability to each other. If one person falters, it impacts the whole crew. That’s the beauty of operating in a small, close-knit environment.
Lincoln: You've been able to create Room 101, not just cigars, but Room 101 jewelry—
Matt: True.
Lincoln: —fashion—
Matt: Yeah.
Lincoln: —and Room 101 gin as well.
Matt: True, true story.
Lincoln: What made you choose gin out of all these? And then I want to talk a little bit about your fashion wear too.
Matt: Yeah, of course, man. Look, I started Room 101 in the early 2000s with this vision to create a modern-day Alfred Dunhill. You know, a multi-category luxury lifestyle brand reflecting the good life. But I thought, "What would Alfred Dunhill of 1965 look like in 2025—under my direction?"
Lincoln: I love that.
Matt: Right? And when it came to craft spirits, I felt gin was the right move. Before we created our gin, I had this sense that craft gin was going to have its moment in the boutique space. Gin is endlessly versatile. You can tweak its composition to create unique results for the end consumer, and that fits perfectly with our brand’s philosophy: tampering with tradition.
Lincoln: Gin’s one of the hardest categories to sell, though, isn’t it?
Matt: It’s definitely intimate. But I liked the idea of being a big fish in a small pond. That’s where I thrive. Smaller markets are easier for me to agitate, disrupt, and eventually dominate. I didn’t want to go head-to-head with the massive vodka brands.
Lincoln: Makes sense.
Matt: Exactly. I wanted something authentic to our brand and commercially viable. Something I could go to war with and come out on top.
Lincoln: What would you say are the main differences between the cigar industry and the spirits industry?
Matt: Both are brutal in their own way. But spirits? It’s a different level. There’s so much more regulation. Licensing alone is a mountain compared to premium tobacco.
Lincoln: And cigars are regulated too, especially now with the FDA stepping in.
Matt: Oh, for sure. But it’s still a smaller barrier to entry compared to craft spirits. Selling a craft spirit is challenging—it’s one of the hardest industries to break into.
Lincoln: I agree. I mean, look at tequila. There are over 1,000 tequila brands out there.
Matt: Exactly.
Lincoln: So what makes someone pick your gin over, say, a household name like Patron or Casamigos?
Matt: It all comes down to the work, man. Nothing replaces the grind. We’ve built our brand through guerrilla tactics—meeting people, sharing our vision, showing why our product stands out. It’s hand-to-hand combat, so to speak.
Lincoln: Right. And with cigars, it’s similar—you’ve got to build territory by territory, almost like waging a war.
Matt: 100%. Incremental victories are key. Start with your backyard, dominate your home turf, then expand outward in tiers. If you try to go national right away without the financial strength to back it up, you’ll burn out before you hit your stride.
Lincoln: Exactly. I’ve seen so many brands try that approach and fail.
Matt: Happens all the time.
Lincoln: So with STG on board now, has that helped Room 101 with international distribution?
Matt: Absolutely. Starting next year, we’ll roll out full international distribution. First in the EU, and by year-end, we’ll move into Asia-Pacific.
Lincoln: That’s exciting. Tell me about your fashion line, though. I know you’ve been working on that for a while.
Matt: Yeah, Room 101 started in 2003 with handmade jewelry at its core. From there, we expanded into wearables and accessories. Over the years, we’ve done seasonal collections of duffel bags, leather goods, and exotics. But at the heart of it, we’re about handmade jewelry, craft spirits, and premium tobacco.
Lincoln: You’ve been in the cigar business for, what, over 20 years now?
Matt: Almost. I’ve been in the business for 16 years, with 15 years of product in the market.
Lincoln: So, what's one of the craziest stories you've had on the road? You've been traveling forever now.
Matt: Yeah, I have.
Lincoln: Are you on the road more or less these days?
Matt: My life used to be the road. I still travel a decent amount, but the purpose is different now. Back in the early days, I was basically a 1950s vacuum salesman— door to door, handshake to handshake, evangelizing the brand.
Lincoln: Right.
Matt: Years of that kind of grind transitioned into the inclusion of social media. Now we can reach people 24/7, straight to their phones. But when I started? We didn’t have that luxury.
Lincoln: It was all about showing up in person.
Matt: Exactly. And you asked about crazy stories…
Lincoln: Yeah, hit me with a crazy one!
Matt: Oh man, I don’t know if all of them are ready for prime time, Lincoln.
Lincoln: I’m always ready.
Matt: You think you’re ready? Let me think. Okay, so the first one that comes to mind—don’t judge me—I accidentally urinated all over the shoes of one of the top executives in the industry.
Lincoln: No way! Can we talk about that?
Matt: We probably shouldn’t.
WHEN I CAME INTO THIS INDUSTRY, I WAS THIS AGGRESSIVE, SELF-MADE GUY WITH NO REAL SUPPORT NETWORK. IT WAS JUST ME AND A SMALL CAST OF CHARACTERS HUSTLING TO FACILITATE THE VISION. " "
I SHOWED UP, AND I KEPT SHOWING UP. TOOK THE PUNCHES, KEPT PUSHING FORWARD UNTIL THEIR WILL TO RESIST WORE DOWN. THEY REALIZED I WASN’T GOING ANYWHERE. WINNING HEARTS AND MINDS ONE HANDSHAKE AT A TIME.
Lincoln: I’m definitely clipping this for a post.
Matt: [Laughs] I’m serious! It was all in good fun… well, mostly.
Lincoln: Who was it?
Matt: I’ll tell you later. But yeah, it was one of the big companies.
Lincoln: Was it Rocky?
Matt: No, no, not Rocky. Rocky and I have a—let’s just say—interesting relationship.
Lincoln: Good or bad, interesting?
Matt: A blend. Mischievous goodwill mixed with just a touch of venom. But yeah, this particular incident… It was in Honduras.
Lincoln: Honduras?
Matt: Yeah, at the Intercontinental Hotel in Tegucigalpa. Very fine place. Highly recommend it—just check in and don’t leave. Stick to room service.
Lincoln: I didn’t even know there was an Intercontinental in Honduras.
Matt: Oh yeah, man. Top-notch.
Lincoln: Alright, so what’s another crazy story you can share?
Matt: Man, you’re putting me on the spot here. I’ve got plenty of insanity in my story, but most of it probably shouldn’t make the cut.
Lincoln: Let’s hear something that will.
Matt: Alright, alright. This one’s not as wild, but it’s meaningful. When I came into this industry, I was this aggressive, self-made guy with no real support network. It was just me and a small cast of characters hustling to facilitate the vision.
Lincoln: Breaking into an industry like this can’t have been easy.
Matt: Not at all. The cigar industry is a cottage space, and back then, it was fiercely resistant to newcomers. There was a ton of gatekeeping—a lot more than there is today.
Lincoln: How did you break through?
Matt: Authenticity. I showed up, and I kept showing up. Took the punches, kept pushing forward until their will to resist wore down. They realized I wasn’t going anywhere. Winning hearts and minds one handshake at a time.
Lincoln: That’s incredible. It sounds like persistence was your greatest weapon.
Matt: 100%. Persistence, authenticity, and proving over and over again that I wasn’t just a flash in the pan.
Lincoln: What advice do you give to startups in any industry, not just cigars? As an entrepreneur who has succeeded in building a business, what’s your advice to anyone doing a startup?
Matt: Never stop fighting.
Lincoln: Yeah?
Matt: Never stop fighting. The day you stop swinging is the day that you sit down and you're done.
Lincoln: You lost.
Matt: Yeah.
Lincoln: Okay, okay. So, it’s a business of animals, right?
Matt: Yeah, it is. And I think that's one of the main differences between the spirit world and the smoke world, right? You would think the spirit world would be crazier, but it’s not.
Lincoln: Really?
Matt: No, it’s more buttoned-up. Everyone’s drinking, everyone’s moderately drunk, but nobody better be drunk. Nobody better shows signs of intoxication, you know? In the cigar world, we celebrate it.
Lincoln: I always feel like in the cigar industry, it’s more laid-back. You know, we let our hair down.
Matt: Exactly. And when I see someone really cutting it up and letting loose, I’m over the moon for them. Good for them! You only get one life, man.
Lincoln: That’s true. We’re progressively shortening ours on this mission, but it’s worth it.
Matt: He who dares wins, man.
Lincoln: [Laughs] That’s a great saying. So, I have a statement we always ask our public figures. There’s a hustler, an entrepreneur, and a businessman. Out of those three categories, who are you? You kind of have to be all three, right? But not too much of any one.
Matt: Absolutely. I went through the discovery process with STG, preparing for the sale of our business. I was never a more effective operator, and that was the next level of my Jedi training as a businessman. I’ll never leave the hustler behind, and the entrepreneur is always alive within me, but it’s the combination of all three that’s the recipe for success.
Lincoln: I completely agree. I’m working hard to balance all three.
Matt: Yeah, exactly. I think with STG, I’ve learned how to fold into a largerscale organization without losing myself in the process. It’s all about finding that balance.
Lincoln: With Room 101, you’ve definitely packaged a recipe for success. The brand, the luxury jewelry, even the gin—Room 101 has it all. That’s why we’re so excited to have you on the cover of Enthusiast Report. You embody the luxury lifestyle we’re all about.
Matt: Thank you, man. The honor’s mine. It feels amazing to be recognized for not just the output, but the input that created it. You, with your entrepreneurial background, see it through a different lens. You understand the effort behind it.
Lincoln: Absolutely. We’re proud to have you as a partner, and we’re looking forward to what comes next.
Matt: Thanks again, Lincoln. We’re just going to keep swinging.
Lincoln: [Laughs] Yeah, that’s the way to do it. Appreciate your time today.
Matt: Anytime. Thank you, man.
Photography credit: Ning Wong, Red Belt Creative, Billy the Kid, VSULZ
20 THE TOP CI GARS OF 2024
Welcome to the Enthusiast Report Magazine’s highly anticipated unveiling of the “Top 20 Cigars in the World” for 2024. This year’s selection celebrates the artistry, tradition, and passion that define the pinnacle of cigar excellence. From meticulously crafted blends to masterful innovations, these cigars represent the finest in the world. Join us as we honor the extraordinary craftsmanship and unparalleled flavor profiles that have set a new benchmark for luxury and refinement. Immerse yourself in the world of cigar sophistication and discover the elite lineup that has earned its place among the very best.
#2
PADRON 1964 Anniversary
• Size: (6 ½ x 60)
• Wrapper: Nicaragua
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium
DREW ESTATE Undercrown 10
• Size: (6 x 52)
• Wrapper: Mexico San Andres
• Binder: Connecticut Broadleaf
• Filler: Nicaragua
• Strength: Medium-Full
#3
ROCKY PATEL Conviction BP
• Size: (6 ½ x 52)
• Wrapper: San Andres
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium-Full
JC NEWMAN Angel Cuesta
• Size: (5 ½ x 56)
• Wrapper: Ecuador
• Binder: Undisclosed
• Filler: Undisclosed
• Strength: Medium-Full #4
EL SEPTIMO
NAT CICCO Aniversario 1965
• Size: (5 1/2 x 56)
• Wrapper: Ecuador
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium-Full #7
Mirifico Sapphire
• Size: (6 3/4 x 58)
• Wrapper: Undisclosed
• Binder: Dominican Republic
• Filler: Dominican Republic, Nicaragua, Honduras, Costa Rica
• Strength: Medium #5
#8
COHIBA Riviera
• Size: (6 x 54)
ROOM 101
Farce
• Size: (6 x 52)
• Wrapper: Nicaragua
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium #6
• Wrapper: Connecticut Habano
• Binder: Connecticut Broadleaf
• Filler: Dominican, Nicaragua
• Strength: Medium-Full
#9
MONTECRISTO 1935 Anniversary Nicaragua
• Size: (6.14 x 52)
• Wrapper: Nicaragua
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium-Full
#10
ARTURO FUENTE Opus X 20 Years
• Size: (6 1/4 x 49)
• Wrapper: Dominican Republic
• Binder: Dominican Republic
• Filler: Dominican Republic
• Strength: Medium
TATUAJE Cojonu 2009
• Size: (6 3/4 x 48)
• Wrapper: Ecuador Habano
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Full #11
MIAMI CIGAR Nestor Miranda Special Selection
• Size: (5 1/2 x 54)
• Wrapper: Nicaragua Habano
• Binder: Nicaragua Criollo
• Filler: Nicaragua
• Strength: Full #12
LA AURORA 120th Anniversary
• Size: (5 x 50)
• Wrapper: Dominican Habana 92
• Binder: Dominican Republic
• Filler: Dominican Republic
• Strength: Medium-Full #13
#14
HIRAM & SOLOMON Grand Architect
• Size: (6 x 52)
• Wrapper: Nicaragua Corojo
• Binder: Nicaragua
• Filler: Paraguay, Ligero Esteli, Ligero Jalapa
• Strength: Medium
#15
EP CARILLO
Encore
Black
• Size: (5.37 x 52)
• Wrapper: Connecticut Broadleaf Maduro
• Binder: Mexico San Andres
• Filler: Condega, Estelí, and Jalapa
• Strength: Medium-Full
#16
DAVIDOFF
No. 1 Limited
• Size: (7 1/2 x 39)
• Wrapper: Ecuador
• Binder: Ecuador
• Filler: Dominican Republic
• Strength: Mild-Medium
#17
DREW ESTATE Norteño
• Size: (6 x 52)
• Wrapper: San Andres
• Binder: Honduras
• Filler: Nicaragua
• Strength: Full
#19
GURKHA
Cellar Reserve 15 year
• Size: (5 x 58)
• Wrapper: Dominican
• Binder: Dominican
• Filler: Dominican
• Strength: Medium-Full
#18
AGING ROOM Quattro Nicaragua Sonata
• Size: (6 x 52)
• Wrapper: Nicaragua
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Medium-Full
#20
OLIVA Serie V Melanio
• Size: (6 x 60)
• Wrapper: Ecuador
• Binder: Nicaragua
• Filler: Nicaragua
• Strength: Full
TOP
BOUTIQUE CIGARS OF 2024
Welcome to Enthusiast Report Magazine’s celebration of craftsmanship: the “Top 10 Boutique Cigars” of 2024. This list is a tribute to the bold, innovative creators who bring a personal touch to the art of cigar making. These boutique masterpieces showcase rare blends, exceptional flavor profiles, and a dedication to quality that sets them apart. Whether you're a connoisseur or exploring the world of boutique cigars for the first time, join us in discovering the unique stories and unmatched passion behind these exceptional smokes.
#2
DON DOROTEO El Alcalde
• Size: (6 1/4 x 52)
• Wrapper: Ecuador
• Binder: Ecuador
• Filler: Brazil, Dominican
• Strength: Medium-Full
#4
EPIC CIGARS A Bronx Tale Calogero
• Size: (6 x 54)
• Wrapper: Ecuador Habano
• Binder: Dominican
• Filler: Nicaraguan & Dominican
• Strength: Medium-Full
KRISTOFF Tres Compadres
• Size: (6 1/4 x 54)
• Wrapper: Nicaragua Habano
• Binder: Nicaragua Condega
• Filler: Japala, Esteli, Condega Nicaragua
• Strength: Medium #1
#5
ARTISTA Midnight
• Size: (5 x 54)
#3
JM TOBACCO Española Year of The Dragon
• Size: (6 x 50)
• Wrapper: Ecuador Corojo Habano
• Binder: San Andres Maduro
• Filler: Dominican, San Andres
• Strength: Medium
• Wrapper: Ecuador Habano
• Binder: Ecuador Connecticut Shade
• Filler: Nicaraguan, Dominican and USA Blend
• Strength: Full
#7
Mexican Mermaid
• Size: (53/4 x 54)
• Wrapper: Mexican San Andres
• Binder: Mexican San Andres
• Filler: Mexico & Dominican
• Strength: Medium-Full
#6
PRIVADA CIGAR CLUB Jopito
• Size: (5 3/4 x 44)
• Wrapper: African Cameroon
• Binder: Dominican
• Filler: Dominican
• Strength: Medium
#8
CAVALIER Black II
• Size: (5 x 50)
• Wrapper: San Andres
• Binder: Habano
• Filler: Nicaragua
• Strength: Medium-Full
#9
LEAF BY OSCAR Island Jim
• Size: (6 1/2 x 52)
• Wrapper: Nicaragua Jalapa
• Binder: Honduras
• Filler: Honduras
• Strength: Medium-Full
#10
OHANA NUI CIGARS The Nines
• Size: (6 x 52)
• Wrapper: Ecuador Habano
• Binder: Habano, Nicaragua
• Filler: Nicaragua, Dominican
• Strength: Medium
LA SIRENA
www.arturofuente.com
UNSTOPPABLE AMBITION, UNFILTERED VISION. 50 cent
A conversation with Enthusiast Report Magazine
INTERVIEW BY LINCOLN SALAZAR
Curtis "50 Cent" Jackson is a force of nature—a man whose relentless ambition and entrepreneurial drive have transformed him from a celebrated rapper to a powerhouse mogul. As a creator, producer, and visionary, 50 Cent has built an empire that extends far beyond the music industry, continually defying expectations and charting new territories. In an exclusive conversation with Enthusiast Report Magazine, Jackson shares his bold outlook on the future, his plans for global domination, and how he’s leveraging his past successes to shape a legacy that will endure for decades to come. This is 50 Cent like you’ve never seen him before—raw, unfiltered, and always looking ahead.
Salazar: Let’s dive into your relationship with film production. How did you get your start in this industry?
50 Cent: My relationship with Avi Lerner was a big part of it. He’s a major player in financing films, and I learned a lot from watching how he operates. He financed The Expendables 4, where I was alongside Jason Statham, Stallone, Megan Fox—you name it, the whole crew. At first, I thought the quality of a film depended purely on the passion we put into it—like if we wrote strong lines and cast the right people, the project would just work.
But that’s not how it works. Future films depend heavily on having big stars attached. When you see Stallone in The Expendables, for example, it’s not just about the action or the genre. It’s about knowing they can sell the film across different territories because Stallone, Statham, and Lundgren are in it. The studio can predict exactly how much money they’ll make in various markets before the film even hits the screen. That lets them calculate their investment and know exactly what they can recoup.
Salazar: What drew you to choose Shreveport, Louisiana, as your studio location? I've been watching the tremendous changes it’s brought to the town and city.
50 Cent: Honestly, it was the taxes. The tax breaks in that area made it an obvious choice for me. You look at places like New York City or California—especially Hollywood— it’s a mess. In California, they were taking 58% of your earnings. Imagine structuring your business, then realizing that more than half of your money is gone after the fact. That’s a huge hit.
People are leaving California because of it. They’re moving to Texas, Florida—places where they can keep more of what they earn. Even people who love California are setting up LLCs or other structures to avoid direct taxes. But Hollywood? It’s finished, unless they make some big changes.
Salazar: Your upcoming documentary about P. Diddy has been generating a lot of buzz. You've been quite vocal about this on social media.
50 Cent: Yeah, I’ve been saying this for a long time. Diddy’s been doing his thing, but I’m the only one who’s been vocal about it. Nobody else was speaking up before, and now it’s all coming out. But I didn’t participate in a lot of that stuff. I didn’t go to those parties. A lot of people in the industry stay quiet because they were part of it, but not me.
Salazar: Was there a specific reason you never attended those parties back in the day?
50 Cent: I’m just not into that freaky stuff. I’m not about the craziness that happens behind closed doors. I’m a bit more, I guess you could say, basic or normal. If you go back to the '90s, you had rumors about the KPD paying to kill Tupac— that’s just the kind of wild accusations that surrounded that whole scene.
Salazar: You've become known for calling out people in the industry. That takes a certain kind of independence.
50 Cent: I’ve always been on my own, from the beginning. I didn’t have a peer group of artists to support me or tell me how to behave. So I don’t feel the need to follow their rules. I’m gonna do things my way. If I didn’t have an awardwinning director or the right people in place to produce things properly, I’d understand why people might question me, but I’m confident in what I do.
Salazar: Let's talk about Sire Spirits. The growth has been impressive –you’re in multiple stadiums, and now Costco. Tell us about that journey.
50 Cent: I’ve got 11 professional sports teams where I’m the official cognac and champagne sponsor.
The spirits business is a tough game. There are three major companies, like Diageo and Bacardi, that are huge, making billions every year. They throw money around to control market share, but there’s one thing they can’t do—they can’t make a brand a success by moving people. You gotta have that entertainment factor, the ability to move crowds.
When I went on my last tour, I did 30 countries, 103 dates. My core audience is a little older now, but they still come out to enjoy themselves after their schoolwork or their jobs.
Salazar: What do you think the age demographic is for most of your concerts now?
50 Cent: My age demographic is wider than ever. I’ve been able to stay relevant over the years, and I think a lot of that comes from the fact that my music has always had crossover appeal. It’s not just the younger crowd—parents grew up with my music too, so their kids know it. When I did this last tour, I saw people in the crowd who were out with their kids. It’s crazy. But it’s a blessing to still be out there, rocking crowds. The TV biz was on strike, so I just decided to hit the road. No album, just me, getting out there doing my thing.
Salazar: With your television shows, have you been getting recognition for them?
50 Cent: They miss certain awards because of their own agendas, you know? Like the Emmys—I've never been nominated for any of my shows, and I’ve been the top-rated show in African American and Latino households for over 10 years. It’s all about what they choose to recognize, not what’s really winning in the streets. If you look at it, you can see the agendas they push. They might not prefer what I bring to the table, but you can see who they choose to highlight.
Salazar: You’ve been calling out a lot of people in Hollywood. With Trump’s recent situation, there was quite a wave with your name attached to it.
50 Cent: People connect me with Get Rich or Die Tryin’, they see someone who's on a successful path, and they relate to that. It registers as either positive or negative, depending on who’s talking about it. But if you ask me, I’ll take it as a compliment. When you say I’ve got something in common with the past president.
Salazar: Do you have any political aspirations? I mean, you're doing everything else.
50 Cent: I have no political aspirations, you know what I mean? And look at this, look—technically, it would be taking a pay cut. I'm doing extremely well right now. They make $400,000 a year as president, right? But he’s got a different thing going on that incentivizes them to be in that position. It’s his passion. Politics is a big responsibility. We have the best system, but it doesn’t work without good people. We need the right people in the right positions to make it work.
Salazar: Where do you see things going with your production studios?
50 Cent: In Power, I was paying $120 million a season. And it shows. The production quality is there, and you're not finding that everywhere today. When you do it right, you can sustain being number one in African-American and Latino households for ten years. I’ve got 40 more ideas still waiting. Over time, you’ll see those come out on different platforms.
Salazar: Speaking of Tyler Perry…
50 Cent: Tyler’s amazing. He invited me to his studio, showed me around personally. He works at a pace that I haven’t seen before. My productions are premium, doing what traditional Hollywood does, but he’s doing it faster and smarter, cutting costs but never cutting quality. I respect that, and I’ll never let my projects drop in quality.
Salazar: Where do you see 50 Cent, Curtis Jackson, in the next 5 to 10 years globally?
50 Cent: I’ll break that billionaire mark in communications over the next five years. That’s a given. But I’ve already got everything I want. The real task is how much I can help others. In Shreveport, I’m developing properties, revitalizing the area around the Red River. I’m shifting my focus to providing production services—developing studios. It’s not just about creating projects but creating the space to develop them.
Salazar: What keeps you so focused after all these years?
50 Cent: New information. I always want to move into new spaces, take on new challenges. I’ve got this core ambition that never stops growing. People born into wealth don’t have the same drive because everything is an option for them. But for me, I’ve always got a new idea, a new project.
Salazar: Tell us about your new Fast Channel.
50 Cent: It’s Channel 50 Cent Action. I made a deal with Lionsgate to support it, and we’re structuring it to feature original content –projects we’re producing in Shreveport. It’ll meet the highest standards from day one, and we’re aiming to launch by the end of August.
Salazar: Curtis, this has been such a great conversation. Every time we talk, I’m inspired by your drive and your forward-thinking mindset.
50 Cent: Appreciate that, man. It’s always good to have someone who gets it and digs deep into what’s happening.
Salazar: Thanks for taking the time today. I know you’re juggling so much, and it means a lot. I’m excited to see where everything you’re working on takes you.
50 Cent: No problem, man. I’m always working, but it’s good to stop and share where things are headed. We’ll do this again soon.
Salazar: Absolutely. Thanks again, Curtis, and best of luck with everything.
50 Cent: Take care.
PAPER CRANE
.75 oz Branson V.S. Phantom Cognac
.75 oz Aperol
.75 oz Amaro Nonino
.75 oz Fresh Lemon Juice
Build in shaker with ice
Shake and strain into a chilled cocktail glass
Garnish with a paper crane or lemon twist
Try our Cognacs here! More Cocktails here!
Try our Champagnes here!
Celebrating Excellence
ENTHUSIAST REPORT’S 2024 INTERNATIONAL SPIRITS COMPETITION WINNERS
WORDS BY LOGAN SMITH
We’re excited to reveal some of this year’s toptier spirits awarded Double Gold and Gold in our esteemed 2024 International Spirits Competition. As one of the world’s most respected competitions, Enthusiast Report Magazine conducts rigorous blind tastings, judged by a panel with over a century of expertise. Brands honored in this issue represent the best in taste, quality, and craftsmanship— standing out among thousands of entries. For enthusiasts and professionals alike, these award-winning selections offer an elite guide to the year's finest spirits.
ALPINE DISTILLING TRIPLE OAK WHISKEY
Retail: $179.99
ABV: 48.4%
• Rating: Double Gold
Double Gold Spirit Rating
GOLD
HIGHCLERE CASTLE BARREL AGED GIN
• Retail: $99.99
• ABV: 45%
• Rating: Double Gold
GOLD
ROBERT’S NO 1 AMERICAN DRY GIN
• Retail: $34.95
ABV: 43%
Rating: Double Gold
HOLLAND AMERICAN LINE DE LIJN GIN
Retail: $36.99 ABV: 44.5%
Rating: Double Gold
HIDDEN SHIPS VODKA
• Retail: $25.95
ABV: 40%
Rating: Double Gold
$39.95
58%
Double Gold
• Retail: $35.99
• ABV: 40% Rating: Double Gold
ROBERT’S BARREL RESTED OLD TOM GIN DOS CARAS SUPREME AÑEJO PROLIJO MEZCAL TEPEZTATE JOVEN
That term came to mind the first time I visited the headquarters of Alpine Distilling, in Park City, Utah. Rob and Sara Sergent, the husband and wife that founded the company in 2016, had led me through a tour of their facilities, encouraging me to sample Bourbon straight from the barrel as they talked at length about what compelled them to start Alpine and what made their spirits unique. It quickly dawned on me that, while pot stills, pH levels, and mountain water are all well and good, what sets Alpine apart from the pack is something else. It’s them, devoted stewards of spirits thriving in unlikely terrain, the heart of Utah.
Expertise, hospitality, and warmth — Rob and Sara possess it in spades, which was made even more clear when I visited Alpine Distilling’s Social Aid & Pleasure Club in downtown Park City. The subterranean space, alluringly lit and replete with cushy couches, feels like an extension of the Sergents’ living room, a place to showcase their passion for bottled spirits as well as the strength of the human spirit. It’s a venue to gather with friends, to corral around a cause, to indulge in a sublime slice of Apple pie, which is served with a piece of sharp cheddar cheese on the side, the better to bring out the sweetness of the filling. It’s unlike any other bar or lounge — a space with a purpose beyond consumption, that endeavors to better all who pass through its doors.
Knowing the caliber at which Alpine operates, it came as no surprise to learn that their most ambitious venture, Triple Oak Whiskey, received an impressive Platinum 98 score ranking. You could call Triple Oak the Sistine Chapel of whiskeys, the Ulysses of whiskeys, the Porsche GT3 of whiskeys — or, you could do away with the metaphors and stick to the facts, best laid out by Rob, in his own words.
“A thing is neither better nor worse for having been praised.” Marcus Aurelius
A good man strives to cultivate greatness in his life. Great friends, great passions, great ambitions, and great love. Kim Gordon, the frontwoman of the alternative rock band Sonic Youth, once wrote that men develop “triangles” — themselves, another person, and an object of desire or interest that completes the shape.
As I have gotten older, and perhaps wiser, the triangles in my life have strengthened and the alignment between passions, ambitions, friends, and love have come to overlap. Case in point: a few years ago, a request came to create a whiskey with a profile that this famous client couldn’t find — one redolent of vanilla but naturally balanced, sweet with wood sugars and fruit peels but with an elegant, soothing mouthfeel and a buttery finish. My immediate response: “absolutely.”
Crafting whiskey is the purest blend of art and science. For most of the process, assuming the distiller has the right training, the right ingredients, and the right equipment, the job is to follow determined points of time, temperature, pH, and others to ensure that desired attenuation, specific gravity, and other measurables are met. At our distillery it is far from automated, given Park City’s elevation, climate (lower atmospheric pressure and many snowy mornings frequently followed by balmy, sunny afternoons), and the fact that we’re pulling mountain water straight from the ground.
The matter of innovation often comes up during tours and tastings. We frequently get asked, how does Alpine “innovate” in the distilling space? I called on a friend, the innovative neurosurgeon Dr. Robert Masson, to help me best answer this question. In my mind, there was no innovation — one of my goals is to distill the way my great-grandfathers did in Corbin and Midway, Kentucky. Robert helped me understand that innovation, in my case, referred to the ways in which I deepened each stage of production to improve the outcome. He called it “perpetual limitless optimization,” and it helped us validate the investments we were making to transcend what we previously thought possible.
To introduce thermal energy, we cook and distill with a double-boiler, or bain-marie, which is a slow, sensitive method. As we cook, openferment, and pot distill on-grain, it is critical that we monitor our conditions like a motorcycle racer watches his bike. My good friend, developer & motorcyclist Mike Bradshaw, once told me, “It’s quite a relationship — loving something that can kill you.”
With Triple Oak, no step in the process was left unchallenged: the types of grain (corn, wheat, rye, and barley), the time and temperature of the water, whether to use a hammer mill, a roller mill, or stone, the crash time and temperature, the type of yeast, the fermentation temperature range, the attenuation goals, the distillation rate and proof. At Glenfiddich many years ago, the distiller shared that great whiskey is the result of millions of small, considerate steps that produce something special.
Due to the importance of the primary and secondary aging for Triple Oak, we worked closely with Chris Hansen to craft barrels and determine a barrel-entry proof that would compensate for our lower humidity levels, our water composition, and the flavors carried over from open fermentation. These barrels would allow for balanced lignin extraction early in the process, prior to oxidation, and the “softening” of the spirit as alcohol/water levels changed. Due to our significant temperature swings we anticipated and planned for evaporative loss into the entry-composition of our spirit distillate. The results have proven these steps worthy, even at barrel-proof we’ve never had a taster not compliment the whiskey on being smooth and balanced.
My friend Ken Weyand once told me about how at Grove XXIII, he alters the score cards daily to reflect wind and rain, as well as the tee and hole position. When I remarked that this seemed like a lot of effort, he replied, “If you can surprise people with experiences that improve what they had previously considered mundane, that is great value.”
Because of the single-barrel production philosophy of Triple Oak, we’re able to do that with our coopers, the people who make our barrels, and achieve outstanding results. Our complex, pre-sunrise, double-toasting process may lie outside of the interest of the average consumer; they may not care to learn about hand-split, quartersawn techniques which provide our best access to hemicellulose. But connoisseurs will appreciate the countless steps taken to ensure that only the best whiskey ends up in your glass.
As a Kentucky Colonel, a proud native, and son of the Bluegrass State, crafting whiskey in Utah—a state new to the spirit—has brought its own unique challenges. Culturally, we’ve found Utah to be remarkably pro-business and pro-innovation, which has been particularly beneficial for my wife’s vapor-extraction distillation process for botanicals. The community’s curiosity and support have been instrumental in our journey. Would Triple Oak be the same if it were made in Lexington? Certainly not. However, being a steward of this craft means appreciating and recognizing others who are performing at a high level—there are options out there. A special thanks for Dr. Pat Heist for his industry leadership.
• Retail: $179.99 ABV: 48.4%
Rating: Platinum
ALPINE DISTILLING TRIPLE OAK WHISKEY
For those who value craftsmanship, understanding the journey from maker to bottle can deepen your appreciation for a premium whiskey. True distillers take pride in their process, and having the opportunity to connect with them and learn about their methods adds a personal touch to your experience. Knowing the provenance behind a product—be it art, cars, bikes, wine, or whiskey (or whisky)—has always been a part of how I was raised to appreciate quality. This perspective inspires me to uphold these values in my craft and share them with others.
The Alcohol business is competitive and nascent brands often struggle to break into a market dominated by legacy products. Triple Oak was designed to be a limited barrel program and as such lives outside of Alpine’s core product parameters. We sell out of each release and have been able to maintain close ties with fellow connoisseurs who value being able to call the maker and discuss not only flavor profile, but production steps. Great partners like Total Wine & More in Las Vegas and Binny’s Beverage Depot in Chicago have been incredibly supportive of our efforts. We are grateful for their expertise and validation of our efforts.
A lesson I took from the mountaineer and entrepreneur Chris Warner was that attitude trumps ability when you are attempting something bold. Chis has spoken eloquently about the dynamics of climbing K2 over Mount Everest — he’s one of only a handful of Americans to summit both. On Everest, the obvious goal is reaching the top, it’s rarely a mountain where mountaineers go to train. To do so, you literally step over dead bodies, which could call into question the value of the whole exercise. Summiting the more dangerous K2 requires a no holds barred commitment to the craft of mountaineering and is a far more impressive feat.
Our daily, core whiskey is our highly decorated Straight Bourbon. We distill that Bourbon on the same equipment as Triple Oak and age in both Arkansas and Appalachian American White Oak until mature. We sell our Straight Bourbon in fine establishments from Florida to California. Triple Oak is a much rarer find, available in such hallowed venues as the Stein Eriksen Lodge in Deer Valley and the V.I.P. area of the Sapphire Club in Las Vegas, as well as in the homes of the world’s top athletes and musicians — often as gifts from barrel purchases.
Alpine Distilling is a multiple time Green Business Award winner in the state of Utah, and we aspired to adjust our water pH without chemicals or wasteful processing. Investments in nanotechnology and a specialty unit from Japan allow us to use a water in Triple Oak that is not employed anywhere else in our portfolio. The result is that we’re safely, sustainably able to use a finishing water that benefits the flavor profile.
A surprise result of Triple Oak’s success has been the deepening of connections in my own circle and triangles. Often, we live unaware of the role others play in our lives. As the father of young men, I hope that they find their lives encircled by people who inspire, motivate, and call out bullshit when necessary. Being asked to craft a whiskey to the best of my ability, outside of any economic aspirations, and with influence from those who have shaped the man I’ve become has been a highlight of my life. The people who I find most interesting and most influential often have their own “Triple Oak”, an accomplishment that rises above the rest. If we meet, at Alpine’s home in Park City, out on a motorcycle tour, or somewhere where adventure calls, I hope you’ll share your experience with me, it will be our new triangle. We can discuss it over a glass of Triple Oak.
Triple Oak is, in effect, the artist’s dream: the opportunity to create what the heart wants, with no regard to what the head believes will make sense. In the same way as Salvador Dali and the Surrealists or Claude Monet and the Impressionists, it also might not exist were it not for the community that brought it into being, and what a pity that would be. There is no whiskey on the market with this balance of flavors, with the soul of not one man but a team of like-minded individuals committed to the highest expression of craft distilling. A dream commission, the will to excel, and a community to help you get there. If brilliance has a recipe, that might just be it.
John Donne famously said that no man is an island. In the same way, Triple Oak does not stand alone, but on the shoulders of all the men and women who helped it go from an idea to something both tangible and transcendent — the best whiskey in the world.
glass, savor the craft, and enjoy.”
“My friends at Alpine Distilling have outdone themselves with this one. Their Triple Oak Whiskey belongs on every American’s Top Shelf! Pour a glass, savor the craft, and enjoy.”
Jack Carr, #1 New York Times Bestselling Author and Whiskey Connoisseur
Gerard Ruvo, Former CEO Campari North America
“In my 45+ year career I’ve had the privilege to sample and drink some outstanding whiskies. Alpine’s Triple Oak is one of the very best.”
Gerard Ruvo, Former CEO Campari North America
“There are times when gratified reflection requires a private celebration of a great outcome, and in those moments, the rich aroma and layered taste of Alpine Distilling’s Triple Oak Whiskey provide the perfect companion for a memorable and meaningful toast.”
Robert Masson: CEO and Founder, eXeX - Neurosurgeon - Explorer Humanitarian - AI Surgery Pioneer
“Whiskey is a reward. Some days you earn that reward at work, some days through play. On those days when I crush it, the reward I pour for myself is Alpine Distilling’s Triple Oak Whiskey”
Jack Carr, #1 New York Times Bestselling Author and Whiskey Connoisseur
“In my 45+ year career I’ve had the privilege to sample and drink some outstanding whiskies. Alpine’s Triple Oak is one of the very best.”
“Whiskey is a reward. Some days you earn that reward at work, some days through play. On those days when I crush it, the reward I pour for myself is Alpine Distilling’s Triple Oak Whiskey.”
Chris Warner - Second American to summit all 14 of the 8000m peaks, leadership educator, author and keynote speaker, and entrepreneur.
“I love this one! Balance is perfection with just enough heat and molasses cookie vibes to keep things interesting and classic at the same time. I could go on, but just try one for yourself. You’ll see.”
Ronnie Vannucci, The Killers
Ronnie Vannucci, The Killers
Photo Credit: Chris Phelps
“Alpine Distilling’s Triple Oak Whiskey explodes with layers of complexity, revealing notes of dried figs, dates, dark chocolate, vanilla bean, creamy nugget, and toasted hazelnuts with just a hint of maple syrup sweetness. This sophisticated dram is best savored neat with a splash of water, over a large cube of ice, or fashioned into the perfect Old Fashioned. Do yourself a favor, this whiskey is not to be missed!”
Tony Abou-Ganim, The Modern Mixologist
“There are times when gratified reflection requires a private celebration of a great outcome, and in those moments, the rich aroma and layered of Alpine Distilling’s Triple Oak Whiskey provide the perfect companion for a memorable and meaningful toast.”
Robert Masson: CEO and Founder, eXeX - Neurosurgeon - Explorer Humanitarian - AI Surgery Pioneer
Tony Abou-Ganim, The Modern Mixologist
Chris Warner - Second American to summit all 14 of the 8000m peaks, leadership educator, author and keynote speaker, and entrepreneur.
“I love this one! Balance is perfection with just enough heat and molasses cookie vibes to keep things interesting and classic at the same time. go on, but just try one for yourself. You’ll see.”
“Alpine Distilling’s Triple Oak Whiskey explodes with layers of complexity, revealing notes of dried figs, dates, dark chocolate, vanilla bean, creamy nugget, and toasted hazelnuts with just a hint of maple syrup sweetness. This sophisticated dram is best savored neat with a splash of water, large cube of ice, or fashioned into the perfect Old Fashioned. Do yourself a favor, this whiskey is not to be missed!”
Photo Credit: Chris Phelps
REDEFINING TALENT MANAGEMENT
A CONVERSATION WITH ALI KAVOUSSI
INTERVIEW BY LINCOLN SALAZAR
Ali Kavoussi, co-founder of The Lions Management, has been a transformative force in the modeling industry, bringing a fresh perspective to talent representation. With a mission to elevate models as multifaceted individuals and entrepreneurs, Kavoussi has redefined traditional practices in talent management. In this exclusive interview with Enthusiast Report Magazine, Kavoussi shares the vision behind The Lions, his journey in the industry, and his aspirations for the future.
Enthusiast Report Magazine: What inspired you to co-found The Lions Management, and what gap did you see in the industry that you wanted to address?
Ali Kavoussi: I identified the need for a more holistic approach that goes beyond traditional talent booking, aiming to elevate models as multifaceted individuals and entrepreneurs. This vision was inspired by my background in the industry, where I observed the limitations of conventional agencies in nurturing talent’s diverse potentials.
ERM: You’ve had an impressive career working with modeling industry icons. How have these experiences shaped your vision and approach at The Lions?
Kavoussi: My experiences have highlighted the importance of authentic representation and the power of aligning talent with brands that resonate with the talent’s personal values and lifestyles. This approach transforms partnerships from mere transactions into meaningful collaborations, benefiting both the talent and the brands involved.
ERM: The Lions has grown beyond talent booking to encompass brand partnerships, PR, and in-house production. What motivated this shift, and how has it benefited the agency’s clients?
Kavoussi: The Lions’ expansion into brand partnerships and PR was motivated by a desire to offer comprehensive services that reflect the evolving dynamics of the fashion industry. By integrating these services, The Lions can provide talent with a full-scope management approach that helps build careers from multiple angles.
ERM: As a leader, what principles guide your management style, and how do you cultivate a culture of creativity and collaboration within The Lions?
Kavoussi: As a leader, I am guided by principles of authenticity, inclusivity, and empowerment. I cultivate a culture of creativity and collaboration by encouraging our team to embrace diverse perspectives and by fostering an environment where talent is seen as individuals with unique stories and aspirations. This approach enhances the agency’s internal dynamics and enriches relationships between talent and clients.
ERM: Your work takes you between New York and Miami. How do these two vibrant cities influence your approach to the fashion and talent management industry?
Kavoussi: Operating between vibrant cities like New York and Miami provides me with a unique perspective on the fashion and talent management industry. New York’s dynamic and fast-paced environment offers a wealth of opportunities and connections, while Miami’s diverse and culturally rich atmosphere brings fresh insights and inspiration. Balancing these influences allows me to stay attuned to various market trends and cater to a broad spectrum of clients and talent.
ERM: You’re a passionate advocate for inclusivity and equality, as shown through your work with Pride LIVE. How does this commitment reflect within The Lions’ culture and the talent you represent?
Kavoussi: The Lions’ commitment to inclusivity and equality is evident in our advocacy for diverse talent and our support for initiatives like Pride LIVE. This dedication is reflected within the agency’s culture, in which we actively promote and represent talent from various backgrounds, including transgender and minority individuals. By doing so, The Lions not only champion diversity but also set a standard for the industry, demonstrating that inclusivity leads to richer and more authentic storytelling.
ERM: What do you envision for The Lions over the next decade, and how do you see the agency evolving within the rapidly changing fashion landscape?
Kavoussi: Looking ahead, I envision The Lions evolving into a leading force that continues to disrupt the traditional modeling agency archetype. We aim to further integrate technology and digital platforms to enhance talent representation and client engagement. By staying adaptable and forward-thinking, we plan to navigate the rapidly changing fashion landscape, ensuring we remain at the forefront of industry innovation.
ERM: The fashion industry has experienced significant shifts in recent years. What trends or changes do you find most exciting or challenging as you look to the future?
Kavoussi: The fashion industry has experienced significant shifts, particularly with the rise of social media and the demand for authenticity. The Lions find these changes both exciting and challenging, as they require a reevaluation of traditional practices and an embrace of new strategies that prioritize genuine connections between talent, brands, and audiences. This evolution presents opportunities to create more meaningful and impactful campaigns that resonate on a deeper level.
ERM: You’re studying to become a Pilates instructor—a unique path for a modeling agency executive! How does this pursuit fit into your philosophy on worklife balance and personal growth?
Kavoussi: Training to become a Pilates instructor provides me with a holistic approach to well-being, which can enhance my leadership capabilities and foster a more empathetic and understanding management style. Hopefully, my pursuit of personal growth and work-life balance will inspire the staff and talent at The Lions to find a pursuit in personal growth and work-life balance of their own.
ERM: Looking back on The Lions’ journey, what are you most proud of, and what legacy do you hope to leave in the talent management industry?
Kavoussi: Reflecting on The Lions’ journey, I am most proud of our role in redefining talent management by embracing diversity and authenticity. I hope to leave a legacy that inspires the industry to view talent as multifaceted individuals and to create partnerships that are both meaningful and impactful.
2024’s GREATEST ESCAPES & MOST BEAUTIFUL DESTINATIONS
WORDS BY SHAUNA BASS
If 2024 taught us anything, it’s that the world’s most beautiful places don’t just wait for you—they demand to be discovered. From remote corners where nature flexes its muscles to destinations redefining luxury, this was the year where travel reminded us why it’s still the ultimate form of self-indulgence. Think glass igloos under the Northern Lights, volcanoes glowing in twilight, or private overwater villas so exclusive you might forget the rest of the world exists.
This wasn’t just about getting away—it was about going big. Whether you were chasing the pastel sunsets of the Maldives or losing yourself (quite literally) in the jungleclad peaks of Costa Rica, 2024’s destinations redefined escapism. The emphasis was on experiences as bold as the views—like savoring omakase while perched cliffside in Japan or kayaking through waterfalls that look straight out of a Studio Ghibli storyboard.
But beyond the glamour and the Instagram-perfect scenery, this year’s escapes proved something deeper: travel is about collecting moments. It’s the thrill of watching wildlife in the Galápagos, the humbling quiet of a desert sunrise in Namibia, or the sheer joy of getting lost in the technicolor streets of Oaxaca. So, as we look back on the places that defined 2024, consider this your invitation to dream bigger, explore farther, and make every journey a masterpiece.
Lofoten Islands, Norway
GALÁPAGOS ISLANDS, ECUADOR
The Galápagos isn’t just a destination—it’s a front-row seat to evolution in action. This volcanic archipelago is a place where giant tortoises outlive generations, sea lions nap like they own the beaches, and blue-footed boobies perform courtship dances that would make TikTok blush. But don’t let the wildlife steal the whole show—lava fields, mangrove forests, and pristine beaches make the Galápagos a visual spectacle in its own right.
Exploring here feels like stepping into a David Attenborough documentary. You’ll snorkel with marine iguanas, cruise through crystal-clear waters, and hike volcanic trails with views so dramatic they seem fictional. It’s humbling, it’s exhilarating, and it’s a reminder that the natural world still has the power to leave us speechless. For those who crave adventure with a side of awe, the Galápagos delivers.
AZORES, PORTUGAL
The Azores is what happens when nature decides to show off. Floating in the middle of the Atlantic, this Portuguese archipelago is all about jaw-dropping landscapes: volcanic craters turned into sapphire-blue lakes, waterfalls tumbling down lush green cliffs, and black-sand beaches kissed by ocean waves. São Miguel, the largest island, teems with geothermal hot springs and hydrangea-lined roads, while Pico offers winesoaked afternoons in the shadow of its iconic volcanic peak.
But the Azores isn’t just about looks—it’s about the experience. Whale watching here feels like a front-row seat to the wildest show on Earth, and hiking through verdant trails will remind you why slowing down matters. Pair that with a glass of locally produced vinho verde, and you’ve got a destination that’s equal parts serene and exhilarating. For those seeking beauty with a touch of adventure, the Azores is nature’s ultimate flex.
LOFOTEN ISLANDS, NORWAY
Snow-dusted peaks slice into Arctic skies, fjords reflect landscapes so pristine they seem Photoshopped, and—if you time it right—the Northern Lights swirl overhead like an artist’s boldest brushstrokes. By day, the rugged coastline and unexpectedly white-sand beaches prove this isn’t just a winter destination—it’s a year-round spectacle.
But Lofoten isn’t just about looking good. It’s about feeling like you’ve stumbled into another world. Whether you’re hiking to panoramic views that dare your camera to keep up, kayaking past Viking fishing villages, or indulging in buttery Arctic cod at a waterside restaurant, this place delivers. And at night, when you’re cozied up in a classic red cabin, watching the aurora pirouette above you, you’ll realize: this isn’t just a bucket-list trip. It’s a mic-drop moment in your travel playbook.
MILOS, GREECE
If Santorini is the star of the show, Milos is the critically acclaimed indie darling. Understated yet unforgettable, this Cycladic gem pairs its volcanic origins with a sense of effortless chic. Beaches like Sarakiniko, with its surreal white cliffs and electric-blue waters, feel like they were sculpted by an artist on a creative tear, while spots like Tsigrado require you to literally climb your way down to paradise. The payoff? A secluded bay that could make even the most jaded traveler believe in magic.
Beyond the shoreline, Milos serves up old-world charm with modern sensibilities. Stroll through Klima’s candy-colored fishing villages or linger over octopus at a seaside taverna, the sun melting into the Aegean in the background. Whether you’re here to lounge, explore, or simply daydream, Milos isn’t just a destination—it’s a slow dance with the best of Greece.
TAKACHIHO GORGE, KYUSHU, JAPAN
Takachiho Gorge isn’t just beautiful—it’s cinematic. Think emerald-green rivers winding between volcanic cliffs, waterfalls cascading like something out of a Kurosawa film, and sunlight slipping through the trees as if auditioning for a part. It’s the kind of place that makes even seasoned travelers reach for their phones before the moment disappears.
Here, you don’t just walk the trails—you float. Rent a rowboat, glide past the towering cliffs, and let the mist from the Manai Waterfall cool your face. Prefer land? The walking paths above offer Instagram-perfect angles and a welcome chance to stretch your legs after indulging in the gorge’s local soba noodles (you’re welcome).
Lastly, the Kunimigaoka viewing platform, which received a star from the Michelin Green Guide, is a great vantage point for observing the “sea of clouds” phenomenon. From late September to early December, visit early in the morning; if the conditions are right, you might see Takachiho and its surrounding mountains blanketed in mist. While it’s not technically Takachiho Gorge, you’ll just have to trust us.
And while the visuals alone are worth the trip, Takachiho’s mythology runs deep—it’s said to be the site of Japan’s most famous legend, the hiding of the sun goddess Amaterasu. Mythical, magical, and breathtakingly photogenic, Takachiho is proof that not all icons are man-made.
PALAWAN, PHILIPPINES
Palawan isn’t just beautiful—it’s borderline audacious in how it flaunts its perfection. Imagine dramatic limestone cliffs rising from turquoise lagoons, beaches so pristine they might as well be airbrushed, and an underwater world that feels more alive than the average bustling metropolis. El Nido’s hidden coves beg to be explored by kayak, while Coron’s emerald waters deliver coral reefs that redefine "immersive travel."
And yet, Palawan isn’t just for your Instagram feed—it’s for the quiet moments. Picture this: a sunset dinner on an isolated sandbar, the horizon painted in every shade of gold, with freshly grilled seafood that tastes like the ocean itself. Whether you’re spelunking through the subterranean rivers of Puerto Princesa or sipping a cocktail with your toes buried in the sand, Palawan is proof that paradise doesn’t just exist—it thrives.
FIJI ISLANDS
Fiji doesn’t just whisper “paradise”—it shouts it from every turquoise lagoon and palm-fringed beach. With over 300 islands to choose from, this South Pacific haven delivers escapism in every form, whether that’s snorkeling alongside technicolor coral reefs, lazing in an overwater bure, or hiking to hidden waterfalls that feel straight out of a dream sequence.
But Fiji’s magic lies not only in its landscapes but in its soul. The locals greet you with a hearty “Bula!”—a word that’s less a greeting and more an embrace of joy. Here, time slows down, allowing you to truly savor moments like watching manta rays glide by in Taveuni or indulging in a private, toes-in-the-sand dinner as the sun dips below the horizon. In Fiji, luxury meets warmth, proving that paradise is as much about people as it is about place.
THE FINEST
THE CAVIAR CO.'S EXQUISITE INDULGENCES
BY BEN ELLIS
The Caviar Co. is redefining the world of fine dining by offering an unparalleled selection of sustainably sourced, premium caviar. Based in San Francisco, this rapidly growing brand has become a staple for chefs, food aficionados, and anyone seeking a taste of the extraordinary. Driven by a mission to make luxury caviar more accessible, The Caviar Co. provides an array of choices, from the refined white sturgeon to the indulgent golden osetra, ensuring something special for both seasoned connoisseurs and newcomers alike.
What truly distinguishes The Caviar Co. is its commitment not only to quality but to creating a unique experience. Through tastings, curated events, and an inviting retail boutique, the brand introduces people to the nuances of caviar in a welcoming setting. Whether caviar is served on traditional blinis with crème fraîche or as an innovative accent to modern cuisine, The Caviar Co. strikes the perfect balance between elegance and approachability.
A core value for The Caviar Co. is sustainability. The company partners with responsible farms that prioritize environmental stewardship, ensuring that their caviar is not only exquisite but also eco-friendly. In a field where ethics and quality go hand in hand, The Caviar Co. has emerged as a leader committed to mindful luxury.
For those planning a sophisticated event or simply looking to enjoy a luxurious treat, The Caviar Co. promises an exceptional experience. With attentive service, a wide selection of offerings, and a passion for bringing the finest caviar to a wider audience, The Caviar Co. has firmly established itself as a premier destination for one of the world’s most coveted delicacies.
Spirited Tale
OF AGAVE AND ARTISTRY
CLASE AZUL, RENOWNED FOR ITS EXQUISITE TEQUILA AND CRAFTSMANSHIP, HAS CREATED A DISTINCTIVE HOSPITALITY EXPERIENCE THAT BRINGS THE BRAND’S ESSENCE TO LIFE THROUGH UNFORGETTABLE, IMMERSIVE OFFERINGS.
WORDS BY BEN ELLIS
Clase Azul México has unveiled Clase Azul Los Cabos, a luxury destination in San José del Cabo that offers an immersive experience with a boutique, restaurant, bar, omakase dining, and more. This remarkable space invites guests to engage with the essence of the brand in an authentically Mexican setting.
Drawing inspiration from Mexican heritage and the beauty of the Baja Peninsula, Clase Azul Los Cabos merges the elements of land and sea into a contemporary, welcoming environment designed to showcase the brand’s dedication to cultural storytelling.
"Our mission is to enchant the world with the rich tapestry of Mexican culture, and Clase Azul’s story is only beginning with our spirits," shares Arturo Lomelí, founder of Clase Azul México. "We envision spaces where our culture and creativity come alive."
Clase Azul La Terraza offers a fine dining experience crafted by the brand’s creative chef, Iván Arias. Inspired by his culinary journey across La Baja, Chef Arias sources all ingredients locally, creating partnerships with regional producers that promote sustainable practices and fair trade. The dishes, deeply rooted in Baja’s flavors, present a refined taste of the region’s culinary heritage.
For cocktail enthusiasts, El Bar offers a vibrant mixology experience. Here, the brand’s top-tier mixologists design cocktails that interpret the distinctive flavors of La Baja. The cocktails not only showcase Clase Azul’s celebrated tequila and mezcal but also embody the artistry of Mexican mixology, combining regional ingredients with Clase Azul’s iconic spirits.
The Omakase at Clase Azul Los Cabos is a unique fusion dining adventure, blending the flavors of Baja with diverse culinary influences. Inspired by the traditional Japanese "omakase" custom, this 14-course tasting journey places trust in the chef’s hands, inviting guests to explore a sequence of carefully crafted dishes that celebrate the best of Mexican and international flavors.
A standout experience at Clase Azul Los Cabos is "A Taste of Culture," an exclusive multisensory tequila and mezcal tasting available by reservation only. Limited to eight guests per session, this theatrical experience leads participants through a tasting of five iconic Clase Azul spirits, each paired with specially crafted accompaniments to enhance its unique flavor profile. This intimate experience deepens guests' connection to Mexican culture through the lens of fine spirits.
After savoring the unique offerings of Clase Azul Los Cabos, visitors can browse the boutique, featuring the brand’s signature bottles and exclusive, limited-edition collectibles not available anywhere else.
With a commitment to celebrating and preserving Mexican heritage, Clase Azul México has become a leader in both the luxury and spirits industries, sharing its magic in over 50 countries worldwide. And with the doors of Clase Azul Los Cabos now open, one can only imagine what inspired venture Clase Azul will bring to life next.
