Jonas, how did Blackbird Cigar Co. begin, and where does the name come from?
Blackbird Cigar Co. was founded in 2016 by my brother Vladimir Santana and me. Like many entrepreneurs, we started with a dream, a vision, and very limited resources. But we had something bigger than money: an unbreakable spirit, determination, and the belief that we could create something different in the cigar industry.
Our journey wasn’t easy. When we started building Blackbird in the United States, I was undocumented, and we faced challenges that could have easily stopped us. But quitting was never an option.
Our first production was just 200 boxes of Crow. Today, Blackbird is represented in more than 500 cigar shops across the United States, and we operate our own factory in the Dominican Republic.
The name Blackbird represents much more than a bird. Before starting the company, we saw the major cigar brands as eagles, the most powerful birds in the sky, representing strength and dominance. The crow, on the other hand, represents intelligence and strategy. So we asked ourselves one simple question: How can a crow outsmart a sky full of eagles? That became the foundation of Blackbird. We didn’t need to be the biggest; we just needed to be smarter and different.
That’s also where our motto, “Can’t Clip My Wingz,” comes from. It’s a reminder that no matter where you come from, what obstacles you face, or how many people doubt you, nobody can stop you from chasing your dreams.
Blackbird isn’t just a cigar company. It’s our story, our roots, and our way of showing the world that being different is something to be proud of.
Blackbird is celebrating its 10th anniversary. Looking back, what moments defined the first decade?
Ten years! Sometimes I look back and ask myself, how did we get here? This industry is not easy. One thing I’ve learned is that passion is not enough. Loving cigars is not enough. You have to be willing to wake up every single day and play a game that never gets easier, but somehow, you never get tired of playing it.
When we started Blackbird, we wanted to be different in an industry where many people doubted us. We didn’t have the biggest budget, the strongest connections, or the experience of the established brands. But we believed in our vision, even when others didn’t.
Today, having our own factory in the Dominican Republic is one of our biggest milestones. But for me, it’s not about bragging or showing how much we’ve grown. It’s about responsibility. Every time we grow, more families depend on us. More people count on Blackbird to put food on their tables, support their children, and build a better future.
That’s something I take very seriously. We have to keep performing, improving, and working together as a team because our decisions affect more than just our company.
If you ask me what truly defines these first ten years, it’s not the number of boxes we’ve sold or the size of our factory. It’s the people who believed in us when Blackbird was nothing more than an idea, and the families who now depend on us to keep that dream alive.
We started with one question: How do we play smart against a bunch of eagles?
Ten years later, we’re still flying, still learning, and still proving that being different is not just about standing out. It’s about having the courage to keep going when everyone else doubts you.
Your cigars are made at Tabacalera Robles in Tamboril. Tell us about that relationship and the people on the factory floor.
For me, Tabacalera Los Robles is much more than a factory. It’s the heart of Blackbird Cigar Co. and one of the biggest responsibilities we’ve taken on as a company.
Having our own factory in Tamboril, Dominican Republic, gives us the opportunity to control our production, develop our blends, and maintain the quality we want our customers to experience. But what makes that factory special isn’t the building or the equipment. It’s the people inside it.
People like Papo “El Caballo,” our Master Blender, who brings years of knowledge and experience to every blend we create. And Gregory Blanco, our General Manager, who helps lead the operation and the team behind it. But just as important are the rollers, bunchers, quality control team, and every person who contributes to making a Blackbird cigar.
One thing I’ve learned is that you can have the best tobacco in the world, but without the right people, you don’t have a great cigar.
When I walk through our factory, I don’t just see employees making cigars. I see fathers, mothers, sons, and daughters. I see people working hard to provide for their families, just like we are.
That’s why owning our factory isn’t simply a business achievement. It’s a commitment. Every decision we make affects the people who depend on us, and that motivates us to keep improving, growing, and creating opportunities.
At the end of the day, machines don’t make Blackbird. People do. And I’m incredibly proud of the family we’re building in Tamboril.
Pura Raza de Quisqueya honors master blender Papo 'El Caballo.' Who is he, and why was it important to honor him?
Papo “El Caballo” is much more than our Master Blender. He’s one of those people who represents the true soul of the Dominican cigar industry. His knowledge, experience, and dedication to tobacco are things you simply cannot learn from a book. They come from years of working with your hands, understanding the leaf, and respecting the craft.
When we decided to create Pura Raza de Quisqueya, we wanted to do something meaningful. Not just launch another cigar, but recognize someone who has dedicated so much of his life to this industry.
The name itself carries a powerful message. “Pura Raza de Quisqueya” represents our Dominican roots, our identity, and the pride we have in where we come from. It’s a tribute not only to Papo but also to the generations of Dominican tobacco artisans whose hard work has helped make our country one of the most respected names in premium cigars.
One thing I’ve always believed is that we shouldn’t wait until people are gone to recognize the impact they’ve made. We should give them their flowers while they’re still here to enjoy them.
That’s exactly what this project means to me.
Papo is part of the Blackbird family, and honoring him with a cigar that carries our Dominican heritage is something very special.
At the end of the day, cigars come and go, but the legacy we leave behind through people is what truly matters.
Walk us through how a new Blackbird blend comes together, from idea to finished cigar.
Creating a new Blackbird blend always starts with an idea. But the idea isn’t necessarily about tobacco. Sometimes it’s a story, a bird, a personality, or simply an experience I want someone to have when they light up one of our cigars.
At Blackbird, we don’t believe in creating cigars just to add another product to our portfolio. Every blend needs to have its own identity, character, and reason to exist.
Once we have the concept, that’s when the real work begins. I sit down with our Master Blender, Papo “El Caballo,” and our team to discuss what we’re trying to achieve. The strength, the flavor profile, the balance, and most importantly, how we want the smoker to feel throughout the experience.
Then comes the part I enjoy the most: experimenting. We work with different wrappers, binders, and fillers, creating samples, smoking them, making adjustments, and sometimes starting all over again. And believe me, just because a blend tastes great the first time doesn’t mean it’s ready.
One thing I’ve learned is that you cannot rush tobacco. You have to respect the process, give the cigars time to rest, and understand how the flavors develop. Sometimes patience makes a bigger difference than changing the blend itself.
Once we’re satisfied with the cigar, we focus on consistency. Making ten great cigars is one thing. Making thousands that deliver the same experience is a completely different challenge. That’s where our factory team plays such an important role.
And of course, the final step is bringing the entire concept to life through the artwork, packaging, and presentation. I believe the experience begins before you even light the cigar.
At the end of the day, we’re not trying to create the strongest cigar or the most expensive cigar. We’re trying to create something memorable, something with personality, and something that makes you say, “That’s a Blackbird.”
Because being different isn’t just our marketing strategy. It’s how we approach everything we create.
Which Blackbird cigar are you proudest of, and how would you describe it to someone trying it for the first time?
That’s a tough question! It’s almost like asking a father which one of his children is his favorite. Every Blackbird cigar has its own personality, story, and reason for being part of our portfolio.
It’s always difficult for me to choose one cigar over another because, at the end of the day, we don’t blend cigars for ourselves. We blend them for the people who enjoy them. Those are the people who keep Blackbird alive, who believe in our brand, and who allow us to continue growing.
That’s why I believe the best cigar isn’t necessarily my favorite. It’s the one that creates the right experience for you.
When someone asks me which Blackbird they should try, I usually ask them a few questions first. What time of day do you enjoy smoking? What kind of strength do you prefer? What flavors do you enjoy? Because a cigar that feels perfect in the morning might not be the same one you want after a great dinner.
And when it comes to our Short Runs and Limited Editions, I always say you don’t need a special occasion to enjoy something special. Just by the fact that you woke up today, deserve a special cigar.
At Blackbird, we don’t want to tell people what their favorite cigar should be. We want to create enough different experiences for them to discover their own.
Because at the end of the day, the most important opinion isn’t mine. It’s the person enjoying the cigar.
What role do your Dominican roots play in the brand?
My Dominican roots are a huge part of who I am, and naturally, they’re a huge part of Blackbird. You can build a company anywhere in the world, but you can never forget where you came from.
Growing up Dominican teaches you something very important: how to work hard, how to make something out of very little, and how to keep moving forward even when the odds are against you. That mentality has been part of Blackbird since day one.
The Dominican Republic has an incredible history in the cigar industry, and I’m proud that we get to be part of that tradition. But for me, it’s about more than producing great cigars. It’s about creating opportunities in the same country that shaped who we are.
Having our own factory in Tamboril means we can contribute to our community, support Dominican families, and give talented people the opportunity to grow alongside us. That responsibility means a lot to me.
At the same time, Blackbird represents something I truly believe in: You can be proud of your roots without being afraid to do things differently. We respect the traditions of cigar making, but we also want to bring our own creativity, personality, and vision to the industry.
I’m proud to be Dominican, and every time someone lights up a Blackbird, I hope they’re experiencing a little piece of where we come from.
Our roots remind us where we started. Our wings remind us how far we can go.
What is your favorite whisky or rum to pair with a Blackbird cigar, and why does it work?
Being Dominican, I have to give rum some love! But I believe pairing a cigar with whisky or rum is very personal. There’s no perfect combination for everyone, and that’s what makes the experience interesting.
Personally, I appreciate a well-aged Dominican rum alongside a Blackbird cigar. The natural sweetness, notes of vanilla, caramel, and oak that you can find in a good aged rum can complement the richness and complexity of tobacco beautifully.
But here’s something I always tell people: don’t let someone else decide what you should enjoy. Experiment with different combinations, discover what works for your palate, and most importantly, enjoy the moment.
Sometimes the best pairing isn’t about having the most expensive whisky, the rarest rum, or the strongest cigar. It’s about the experience, the people you’re sharing it with, and the memories you’re creating.
At Blackbird, we create the cigars. You create the experience.
Millennials and Gen Z are discovering cigars through podcasts and social media. What do you want younger smokers to know about the craft?
I think social media and podcasts have created an incredible opportunity for people to learn about the cigar industry. But there’s something I always want new adult cigar enthusiasts to understand: A cigar is much more than what you see on Instagram.
Behind every premium cigar, there are years of knowledge, generations of tradition, and countless hands involved in bringing that cigar to life. From growing and fermenting tobacco to blending, rolling, and aging, there’s an entire world of craftsmanship that deserves respect.
One thing I always tell people is that you don’t need to smoke the most expensive cigar or follow what everyone else is smoking to develop your own taste. Don’t be afraid to ask questions, learn about different tobaccos, and form your own opinions.
And please, don’t confuse strength with quality. A stronger cigar doesn’t necessarily mean a better cigar. Balance, construction, consistency, and the overall experience are what really matter.
At Blackbird, we’ve always believed in challenging the traditional way of thinking. But being different doesn’t mean forgetting the traditions that built this industry. It means respecting them while having the courage to bring something new to the table.
My message to the next generation of adult cigar enthusiasts is simple: Respect the craft, educate yourself, and never let someone else’s opinion define your taste.
That’s the beauty of cigars. Everyone experiences them differently.
What has been the biggest challenge in building a boutique cigar brand?
First, I want to clarify something. I’ve never been a big fan of how the word “boutique” is used in the cigar industry. Many people associate boutique with being a small company, but that’s not what it means to me. Boutique is about craftsmanship, selecting the best materials for a particular blend, and producing a specific quantity for a specific market. It doesn’t define the size of your company. It defines your approach to the product.
With that said, I believe the biggest challenge has been earning people’s trust in an industry where established brands already have decades of history behind them. You’re competing for shelf space, attention, relationships, and, most importantly, the opportunity for someone to give your product a chance.
In the beginning, we heard a lot of no’s. People doubted our vision and questioned why we wanted to do things differently. But I’ve learned something important: You can’t expect people to believe in your vision. You have to give them a reason to believe through your actions.
For me, the biggest challenge isn’t getting someone to smoke their first Blackbird. It’s giving them a reason to smoke their second, third, and fourth. Curiosity might get someone to try your brand once, but quality, consistency, and trust are what keep them coming back.
Ten years later, we’re still competing against those same eagles. We’ve simply learned how to play the game smarter. We never needed to be the biggest. We needed to prove that we belonged.
What advice would you give someone who dreams of starting their own cigar company?
My first piece of advice would be simple: Make sure you’re in love with the journey, not just the idea of owning a cigar brand.
A lot of people love smoking cigars, but loving cigars and running a cigar company are two completely different things. Passion might get you started, but discipline, consistency, patience, and the ability to handle rejection are what will keep you in business.
Before you invest your money, invest your time in understanding the industry. Learn about tobacco, manufacturing, distribution, retailers, and, most importantly, the people who actually buy your product. A great blend alone doesn’t guarantee a successful company. You need a clear identity, a solid business strategy, and a reason for people to believe in what you’re creating.
Another thing I would tell them is to stop comparing their beginning to someone else’s success. Don’t try to look like a company that’s been around for 30 years when you’re just getting started. Be authentic, understand your limitations, and learn how to turn them into opportunities.
And finally, understand that there will be days when you question everything. Days when nobody answers your calls, when retailers say no, and when things don’t go according to plan. That’s when you find out how badly you really want it.
My advice? Don’t start a cigar company because you think it’s a cool business. Start one because you have a vision you’re willing to fight for, even when nobody else believes in it.
That’s what Can’t Clip My Wingz means to me.
What's next for Blackbird after the anniversary releases?
That’s a great question because, for me, our 10th anniversary isn’t the finish line. It’s the beginning of our next chapter.
The first ten years were about proving that Blackbird belonged in this industry. The next ten years are about taking everything we’ve learned and building something that can last for generations.
We’re continuing to develop our CORE LINE, introduce creative Short Runs and Limited Editions, and explore new opportunities in international markets. But I don’t believe growth should simply mean producing more cigars or launching more products. Growth should mean becoming better at what we do, strengthening our relationships, and giving people more reasons to believe in Blackbird.
One of our biggest priorities is continuing to support the retailers who believed in us and the consumers who helped us get here. We want to keep surprising people with new ideas while maintaining the quality, consistency, and personality that define our brand.
And here’s something I can promise: We’re not going to become a different company just because we’re getting bigger. The same mentality that started Blackbird with 200 boxes of Crow will continue to guide us.
Ten years ago, we asked ourselves, “How do we play smart against a bunch of eagles?”
Today, we’re still asking that question. The difference is that we’ve learned a lot along the way, and we’re just getting started.
Can’t Clip My Wingz.
