A premium cigar is more than a luxury product. It represents craftsmanship, heritage, relaxation, and social experience. But without the right distribution, market expertise, and consumer education, even the finest cigar brands can struggle to build recognition and loyalty. In the fast-growing Asia-Pacific market, brands need trusted industry leadership, strong storytelling, and authentic cigar culture experiences to truly succeed.
Eric Piras, Founder of Cigraal Ltd., recognized this gap early and built a company focused on helping premium cigar brands successfully grow across Asia-Pacific. With nearly 30 years of global industry experience, he has transformed Cigraal into one of the region’s leading premium cigar distribution, marketing, and education companies.
Through strategic brand partnerships, cigar education programs, immersive tasting events, and luxury Bertie Cigar Lounges, Eric helps brands expand into new markets while creating a deeper appreciation for premium cigar culture among modern consumers.
Cigraal operates across 30 countries, manages a portfolio of 18 premium brands, and has earned industry-wide recognition for its innovation, community-driven approach, and award-winning cigar lounges. From launching exclusive regional cigar editions to building successful in-house brands like Confidenciaal and Totem, Eric continues to play a major role in shaping the future of premium cigar culture across Asia.
From Global Cigar Leadership to Building Cigraal’s Independent Vision
Eric Piras began his cigar industry journey as Regional Director for The Pacific Cigar Company, the exclusive distributor of Habanos in the Asia Pacific and Canada. During this time, he played an important role in strengthening brand presence and expanding the Casa Del Habanos franchise across these regions. In 1999, he joined Altadis, later acquired by Imperial Tobacco Group, where he traveled extensively to build and strengthen global distribution networks for one of the world’s leading cigar manufacturers.
After spending nearly two decades in the cigar business, Eric founded Cigraal in 2015 with the vision of using his industry expertise in a more independent and entrepreneurial way. Having managed global sales for major corporations, he developed a pioneering business concept designed to serve diverse international markets with a wide portfolio ranging from machine-made cigars to premium handmade products. His decision was strongly driven by his belief that high-quality non-Cuban cigars could deliver exceptional quality, accessibility, and value to consumers worldwide, a belief he continues to stand by today.
Building the Foundation
Eric held senior leadership roles at Altadis and The Pacific Cigar Company, where he worked with dedicated teams and the support of globally recognized organizations. Starting his own company meant stepping away from that security and rebuilding from the ground up with a small team, including his long-time assistant, Candy Wan. This transition taught him the true value of reputation, trust, and long-standing relationships. Over the years, he had built strong connections across the cigar industry, which later helped him secure partnerships with respected brands such as Arturo Fuente, Ashton, Joya de Nicaragua, Eiroa, and Flor de Selva.
The experience also shaped Eric into a highly hands-on leader. He believes the cigar business is built on direct relationships, trust, and presence, whether in factories, lounges, or meetings with customers and cigar makers. Expanding a boutique cigar distribution business across the Asia Pacific region came with additional complexity because every market has different tax structures, tobacco regulations, and cultural expectations. These challenges became even more intense during the COVID-19 pandemic, especially after the opening of Bertie Cigar Lounge Hong Kong during a period marked by the pandemic and the Hong Kong protests. Despite the uncertainty and constantly changing government regulations, Cigraal adapted quickly. Reduced travel, changing consumer habits, and shortages in the cigar market unexpectedly led to increased demand. Most importantly, the difficult period helped build a loyal community of cigar enthusiasts who supported the lounge and strengthened the company’s long-term growth.
Creating a Stronger Cigar Ecosystem Across Asia-Pacific
When Eric Piras founded Cigraal in 2015, the Asian cigar market was still heavily dominated by Habanos products. His vision was to introduce “New World” cigar brands as strong alternatives that could offer outstanding quality, unique taste profiles, and competitive pricing. He understood early that in emerging markets, distributors needed to do more than simply sell products. They also needed to educate consumers and help build a deeper appreciation for cigar culture.
To support this vision, Cigraal launched the Cigraal Academy, an educational initiative designed to teach clients and consumers about cigars, etiquette, terroir, and pairing experiences. Rather than functioning as a revenue-driven project, the academy was created to build long-term awareness and knowledge around premium cigars. The company further strengthened this ecosystem by opening Bertie Cigar Lounge Hong Kong in 2019 and Bertie Cigar Lounge Phnom Penh in 2024. These lounges allow Cigraal to better understand consumer preferences while creating spaces where New World cigar brands can be genuinely experienced, appreciated, and shared within the cigar community.
The Cigraal Growth Strategy
One of Cigraal’s biggest strengths is its focus on education as a key driver of business growth rather than simply a support function. Through the Cigraal Academy, the company has developed training programs covering cigar construction, terroir, storage, service, and pairing etiquette. In emerging markets such as Cambodia, and among newer demographics in Asia including younger consumers and women, many people are interested in premium cigars but often feel intimidated due to a lack of knowledge. By making cigar education more accessible, Cigraal helps consumers feel more confident and connected to the culture behind the products and brands it represents.
The company also places strong emphasis on events and consumer engagement. Through tastings, workshops, and cigar gatherings, Cigraal creates experiences that encourage people to discover new blends while building a sense of community and camaraderie. Social media communication and direct email engagement also play an important role in increasing brand visibility and making cigar culture more approachable for a wider audience.
Bertie Cigar Lounges in Hong Kong and Phnom Penh are not viewed simply as retail spaces, but as community hubs and live market testing environments where customer feedback helps shape future brand and product decisions. One of the best examples of this approach is Confidenciaal, a cigar blend originally created privately by Eric for close friends and family. Over time, regular customers at Bertie Hong Kong became increasingly interested in the unnamed cigar, often referring to it as “the secret cigar.” The overwhelmingly positive response eventually inspired the launch of Confidenciaal as an official brand. Its name combines the Spanish word “confidencial,” meaning secret, with “graal,” the French word for the Holy Grail, symbolizing lasting happiness and discovery.
Earning Trust and Recognition
For Cigraal, one of the greatest achievements has been earning the trust of the premium cigar brands it represents and helping them build strong visibility across Asian markets.
The company has also received significant industry recognition, including:
- Bertie Cigar Lounge Hong Kong named “Best Cigar Lounge in Asia” in 2024*
- Three consecutive Cigar Trophy Award nominations*
- Totem winning “Best Accessory” in 2023*
- Confidenciaal receiving boutique and value brand nominations*
- International trade event speaking invitations for Eric
*These recognitions, awarded by Cigar Journal through reader voting, highlight the growing reputation and credibility of Cigraal within the global cigar industry.
Eric Piras has also been invited as a panel speaker at international trade events, where he shares insights on the growth and development of premium cigar culture across Asia.
Success Stories
One of the most significant milestones in Cigraal’s journey was the launch of the Joya de Nicaragua Cuatro Cinco Asia Edition in April 2020. Created in close collaboration with Cigraal, it became the first regional limited edition cigar developed by Joya de Nicaragua exclusively for the Asian market.
Although the launch initially faced challenges due to the pandemic, Cigraal quickly adapted its strategy by shifting to a strong digital and social media campaign. The cigar was officially introduced through a livestream event hosted on Joya de Nicaragua’s Instagram alongside Juan Martínez, reaching thousands of cigar enthusiasts across Asia.
Major success stories include:
- Launch of Joya de Nicaragua Cuatro Cinco Asia Edition
- Development of “August” for Vinataba in Vietnam
- Large-scale cigar showcase event in the Philippines
- Expansion of Confidenciaal into more than 30 countries
Limited to only 1,000 boxes with packaging inspired by Asian culture, the Cuatro Cinco Asia Edition became a major success.
Another standout achievement has been Cigraal’s own cigar brand, Confidenciaal. First launched in Hong Kong during the pandemic, the brand embraced a secrecy-inspired concept with a 1930s prohibition-style atmosphere, complete with themed dress codes, opera performances, and hidden alcohol bottles.
Similar launches in Japan and Korea were equally successful, helping establish Confidenciaal as a respected boutique cigar brand in highly competitive markets.
These launches reflected Cigraal’s strength in combining storytelling, cultural understanding, and strategic partnerships to give emerging brands strong credibility and market presence.
Teamwork and Open Communication Strengthen the Business
Eric believes continuous improvement starts with maintaining a close and collaborative company culture. Despite Cigraal’s international presence, the company operates with a relatively small and highly involved team where every member actively contributes to the business. Eric values open communication and genuine teamwork across all departments, from logistics and finance to the teams managing the Bertie Cigar Lounges.
A key part of this culture is his long-standing partnership with General Manager Antoine Riberet, whose younger perspective helps the company stay connected with evolving consumer trends and new cigar brands. Eric believes combining experience with fresh ideas allows Cigraal to better understand customer expectations and adapt quickly to industry changes. The company also benefits from the creative direction of his wife, Agnès Caër-Piras, whose agency has helped shape the identity of Bertie, Confidenciaal, and Totem. Together, this close-knit environment helps Cigraal listen carefully to feedback, stay adaptable, and continuously strengthen its brands and customer experience.
Strategic Partnerships
Eric Piras and Cigraal continue to explore new opportunities that can contribute to the long-term growth of the premium cigar industry across Asia.
One of the company’s most significant recent developments is its partnership with the Premium Cigar Association (PCA), founded in 1933 and recognized as one of the largest and longest-running trade associations representing specialty tobacco retailers, manufacturers, and industry partners worldwide.
This collaboration reflects a shared commitment to strengthening cigar culture through education, professionalism, advocacy, and respect for tradition.
The PCA x Cigraal Hong Kong & Macau Roadshow will include:
- Educational workshops
- Masterclasses
- Stakeholder meetings
- Networking experiences
- Certification programs
- Gala cocktail & dinner
The partnership will officially launch through the “PCA Connect Asia” summit in Hong Kong on 4-5-6 December 2026. It will be preceded by a PCA x Cigraal x Cigar Academy roadshow in Hong Kong and Macau.
Highlights of the roadshow will be the formal training and certification programs powered by The Cigar Academy and delivered by Ricardo Carioni with support from Eric Piras, Antoine Riberet, and the Cigraal team.
The ‘PCA Connect Asia’ summit will see the ‘who’s who’ of the Asia-Pacific cigar world gather in Hong Kong for talks, presentations, and sharing of experiences, ending with a beautiful gala dinner.
Advice for Aspiring Entrepreneurs and Industry Professionals
Eric believes aspiring entrepreneurs and industry professionals should always keep an open mind, stay alert to new opportunities, and pursue the dreams they truly believe in. He emphasizes that hard work and consistency are essential to turning any vision into reality. According to him, two factors determine the survival of any business: sales and cash flow. Without strong sales, a business cannot generate income, and without proper cash flow management, even successful companies can struggle. He also believes reputation plays a critical role, especially in the cigar industry, which operates like a close-knit global community where relationships and trust matter greatly. For him, maintaining strong values, clear standards, and professional integrity is key to building long-term success.
Media Features
These features, interviews, and industry publications collectively showcase Eric’s growing influence in the global cigar industry and highlight Cigraal’s role in expanding premium cigar culture across the Asia-Pacific region:
- Cigar Journal Autumn Edition 2023 featured Eric as its cover story, highlighting his journey, cigar expertise, and influence in the global cigar industry.
- Confidenciaal Cigars Launches in Japan covered the successful launch of the Confidenciaal brand in the Japanese market.
- Korean Launch for Confidenciaal highlighted the expansion of Confidenciaal into South Korea through premium launch events and strategic market positioning.
- Eric Piras Official Website presents Eric’s professional journey, cigar expertise, industry partnerships, and brand developments.
- Cigraal Ltd Official Website provides insights into Cigraal’s premium cigar distribution, education, lounges, and brand portfolio across Asia-Pacific.
- Cigar Universe Asia Feature featured Cigraal and Eric’s contributions to premium cigar culture and market growth in Asia.
- YouTube Interview with Eric Piras shared Eric’s insights on the cigar industry, business growth, and premium cigar culture in Asia.
- Quintessential Questions to Eric Piras, covering 3 decades of building one of Asia Pacific’s most respected cigar distribution empires:
Quick Takes
1. One tool or app you would recommend to professionals in your industry?
Eric Piras recommends Instagram and LinkedIn for communication and brand visibility, believing strong promotion is essential for successful events, partnerships, and business growth.
2. One quote that motivates you the most?
“Avance, toujours avance!” meaning “Move forward, always move forward!” is Eric’s personal mantra inspired by French singer Bernard Lavilliers and his passion for boxing.
3. One piece of advice you would offer to upcoming entrepreneurs or future business leaders?
Eric advises entrepreneurs to focus on “Sales, sales, sales” and “Cash flow, cash flow, cash flow” while continuing to follow their dreams.
4. One movie or book you recommend everyone in business or leadership should experience?
Eric recommends “The Vorkosigan Saga” by Lois McMaster Bujold for its futuristic ideas, realistic themes, and compelling characters.
Eric Piras’s 5 Impactful Business Mantras
- Build relationships and reputation before expecting long-term business success.
- Education and customer experience are just as important as the product itself.
- Adapt quickly to market changes and turn challenges into opportunities for growth.
- Strong sales and healthy cash flow are the foundation of every successful business.
- Combine tradition, storytelling, and innovation to create lasting brand value.
