Episode 166 - Matt Booth of Room 101 Brand Cigars

You're listening to the only place on the internet that offers the perfect blend of high-quality premium cigars and cryptocurrency news and commentary. Welcome to cigars and crypto. Now here's your host, Invest New York. Good evening ladies and gentlemen, welcome to this episode of cigars and crypto. Now look, let me tell you how you laid it on you to have one of my cigar idols with me

today. I am so happy to have Mr. Matt Booth of Room 101 Brands. Sir, how are you this evening? Don't say I'm doing great, Matt. Thank you for having me on. Amazing. Thank you so much for joining me. Thank you for accepting my invitation. It is my pleasure. Perfect. So here we go. All right. I have been in the fan of the Room 101 Brand for

a very, very long time. I sought out one of the early, early blends of the payback. And I have been hoarding two boxes of them. I am down to my last three. And I pre-gained today in your honor with one of those three. So I'm happy to have you here today, sir. No, man, it's honestly, it's my pleasure, man. I've been looking forward to, you know,

we got to know each other on the clubhouse there. And actually saying on the clubhouse is almost like saying on the Facebook made me sound like a clubhouse. It's on the line. On that line, you and I met. And no, man, and I was immediately obviously interested in your show. And getting some a little bit more about that. And like, and then you afforded me the

opportunity to come on. It's never lost on me, man. I always appreciate when people have me on the shows or, you know, inquire about the brand or our history. Cause, you know, men, if people didn't care enough to do that, I'd probably be out of a job. So it's always always a blessing. That's actually amazing. That's a perfect segue into my first question. Okay. How did

you come up with the room 101 brand? What motivated you to say, you know what, I'm going to build one of the best cigars in the world. Well, it was really rooted in lifestyle, right? And the idea, you know, I was inspired to build a collection that would, in some way, echo, what was made of say like the Dunhill of 1960, right? The comprehensive lifestyle collection,

all the finest appointments across categories, spanning across multiple categories, you know, and of course with, you know, with the main aesthetic differences being these are very buttoned up, very formed, very formal European brand, gentlemen's brands, right? And this was to be the Los Angeles of, you know, the Los Angeles version of that Dunhill, by say, 20. 2020, right? So a little bit of techno retro old

school tradition with modern flavor and stylization across all of our goods, right? Right. And, and the brand started, you know, I started the brand as a bespoke, made to order jewelry brand, which we still offer that service today. 2009. So the launch, finally into premium tobacco. Of, you know, I'm going to go to the next one. Our brand. You know, that was really, that was really

what inspired that. And, and I was making smokers accessories, but that were cigar centric, not cigarette centric. And that was one of, I think, many elements that, that further separated us from the traditional cast of characters in the LA silver underbelly, really. Because I myself was a cigar smoker in room one at the end of the day is a collection of things that I like, really,

you know, things that I'm, you know, because each one of these categories is another business. Right. So I have to like it enough to say, Hey, I'm going to shoulder. Basically, another company under our brand umbrella. To, to realize this product. Right. So. So. I'm now, I really want to know what it takes. How do you come up with these amazing blends? And then I'm going

to ask you how you come up with. He's really cool and funky graphics, because that death bucket is the shit. I love that. I love that. It's so ridiculous. It works. You know, I mean, so let me invert that one in terms of of, you know, I mean, I just, you know, I'm going to go to the end of the lineup. Series concept, design direction, and

how I think it's going to tug at the little strings in the back of your mind. You should like that keeps me awake at night like it's, and that's really, I mean, honestly, natural for me. I'm naturally inclined to deliver on those on points like that, right? In terms of the creation of the blends, you know, I relate cigar blending to the creation of music, right?

And I like to work with people similar in the tobacco setting as in, as in like a studio setting where you together are going to create this end product, right? This audible or this song or this, in this case, this song. So, when you're going to create a cigar, you're going to create together something that you would have never created on your own separated from each

other. It's true collaboration, right? I mean, I know from a branded perspective, you know, you see people dropping collabs where they're, where they're entwining their brand elements, right? Their brand identities are being mixed. This is, this is creative collaboration. And, and anyone that's involved authentically involved in the creation of their products in this, sector sits at that table or on that bail in a, in a

small room and works directly with, with a, a blender at the factory, whatever factory they're working in to create their final product. And the interesting thing about twist on tradition, at least as it applies to my personal experience, is that together, many times, we've created things, not only that the other would have never thought to put together, but that are so far outside the scope or

the comfort zone of their factory that they suspect. They're very suspicious of the blend formula until it works. Because it's air quotes not supposed to, right? Right, right, right. Because again, it's a twist on tradition. And that's, and that's always the way to create a new product. And that's always been one of the most enchanting factors to me about both the boutique sphere is that you

have younger, passionate people that love something about this so much that they're willing to get on a plane and go down to Nicaragua, right? And go through that whole process to the point where they're connected at a factory level and begin to create with these people, right? And on the other side of that table, you have some of someone that's been reared in the craft from

the earliest stages of their lives, but you would hope, right? So together, you make this really, really unique product. Both, both are vested from an emotional standpoint and driven by heart to be involved. And then you begin to spin on tradition together, right? Right. And you, and you really, challenge not in an adversarial sense, but you challenge each other in a very productive sense as a,

as a true creative partner, you challenge each other outside of your creative rut, your, you know, your comfort zones, right? Your predisposition to what is, like I said earlier, air quotes supposed to and not supposed to work, right? And it's, it's, it's, it's, it's really fun. It's really fun. You know, I, I often wonder what it is about. And this is just as a consumer, what

it is about the brand that resonates most with me. And I've come to the conclusion that it's everything about the brand that resonates with me. It's the graph. Oh. Right now I'm really talking about, um, probably, well, no, no, probably my favorite room one on one is the payback, black band, a duo. Okay. Yeah. Yeah. It is just an amazing cigar for me. And I gravitate

to it when I walk into a humidor. I may go in to try something different because I like really, really weird plans. I like a really weird, like, compositions. But I'll never walk out of a humidor without grabbing one. If I don't see one there, I ask the, the humidor manager, like, where the fuck is the payback with the role? Like, I could you not have

that. Like, what are you doing? Tell them, tell them. You know, like, you, that was a major fail, dude. Like, I walk in here and I work that cigar. I'll buy the other ones, but like, where is that? And, you know, I think that the, the totality of room one on one brand, all of the cigars that are a part of the brand, all of the

craftsmanship that goes into rolling the cigars and the, the thoughtful and meticulous nature to the types of graphics that you're going to use and how they appeal to people when they see it. I think all of that is why I like the room one on one brand so much. So I guess my next, thank you, sir. I think my next question is. Right, fully immersed. What

is your favorite room one on one brand cigar? Like current or of all time. Let's go all the time. I answer your question with a question. Okay. Two shades. So, okay. Let's do both. First of all, currently, Farce Madural without question. Now, but to go back in time. Okay. It's the Namakubi. Because the Namakubi was a new beginning for me. There's a lot, there's emotional attachment.

It was also because it was a really great cigar. I think that's a great, I think. The cigar's performance was overshadowed by things that were to come following it as we continued to grow. Right. But that was the root of everything. Namakubi was the beginning of everything. It was the beginning of the rubber hitting the road for us as a brand. Right. In the domestic market

from a sales and distribution perspective. It was the beginning for me. Finally, being able to achieve stability on my seat. And I was thinking that, maybe the market should be executed. But the decisionary will be the market to meet. Sore particles. But I think that building up with really an apology. So, two shades of warranty. And and on the one hand, that kind of substance is

really this is a bargain book that you with the Namakubi. Let's break it here on cigars and crypto. Well, it has been my goal to bring back to life several of our legacy sub brands for Room 101. Things that have deep, deep rooted meaning for both myself personally. And I know for our long term fans and followers of the brand, brand believers, I think that they

also resonate with them. At least that's what I'm told, you know, by day. Right, right. So, and since Namakubi was the original, Namakubi is the brand that deserves to see the light of day first. With a little twist on it, of course, a little modernization. But I'm going to do, I'm going to have my cake and eat it too. Or eat my cake and have it

too rather. And I'm going to create the newness of Namakubi, the Namakubi of 2020. But I'm also going to create an all-acart variant of it, which is deeply rooted in the original. So, it's going to be the best of both worlds. And some will be a little bit more scarce and more limited than others. But all will be realized. You heard it, folks. You heard it

right here on cigars. Wait a minute, let me use my podcast for you. You heard it right here on cigars in crypto. The Namakubi is coming back. Okay. I had to get that off. Sorry. Oh, no, it's all good. Now, now the disclaimer, right, is that if the cigar gods will allow it because so many things, you know, you make so many plans. And then, should

I? Yeah. Right. Right. Right. Right. Right. Right. Right. This is the plan. And, and real steps have been taken in this direction. So it would have to be pretty terrible for it to not have. At you. Got you. So I am going to be looking forward to the Namakubi coming out. My, some of my listeners and social media followers know that I am a cigar retailer.

Others don't. But when it does come out, I will be actively seeking it. And you will be able to find it on cigars and crypto.com. So, amazing. Yeah. When it comes out, I will be actively looking forward. And I will make sure that everyone in my sphere of influence has an opportunity to get their hands on one. Now, Matt, you were, you joined me about a

year ago on a hearth that I do every Saturday. And my good friend, good, good friend, Laurent, facilitated you joining us. Yeah. And my other really good friend, Otis, aka big homie, Odub. I got a shout out. Um, asked you about the chief cool arrow. Yes, she did. Are you going to bring that back? Maybe. Oh, I love that. I love that. I love that. It's.

I love that. It's. I love that answer. He's biting his nails right now. So, we see he's going to be biting his nails right now. Look, I, I want to see all of my children come back to life. Right. But all things must be done in good time. You know, there, there is a, although it very well may not seem this way from the outside looking

in. There is a method to the madness. And there's a lot of less than exciting and less than extravagant. And there's a lot of things that are happening and scheming that goes on to basically realize these things, you know, in market. So it's got to be done in a certain, in a certain way. Whoa. That's a. Got you. I understand. So I know that a lot

of people ask you a lot of kind of regular run of the middle cigar questions. But I am more interested in the man himself. So this is a lot of things that I'm going to do. This is a cigar question, but it's a little different. What is the opportunity in the right, the most opportune time or environment for you to have a cigar bubble bath? Really?

Just not really. I was going to say, do you imagine that? Are you picturing something right now? Do you have a. No, I didn't want to see that because you can't see it. Somebody that's listening just did. And you know what? You're welcome. You're all welcome. That's right. So I think honestly, man, I love. Okay. So, so this is bittersweet, right? Because, you know, I've always

said, I would like to find the gentleman or general lady that proposed that if you do what you love for a living, you'll never work a day in your life, right? I think that person was an asshole. I think that if you try to monetize something that you love, you should hope to be able to continue to love what it is that you do. Agreed. Okay.

Because business many times can make the waters very murky, man. And, and if you love something, it's just like a marriage, man, passionate love goes sideways. And you have two individuals that passionately hate each other. You know, because they started off with that fire to begin with. And now it's been turned on its head. And so you have to manage your relationship with your love, right?

With your craft. As you, as you try to monetize it, right? And, and, uh, what the fuck was I talking about, man? You got a jumpstart, me, bro. I was doing so well. And I just like told you, I just fell off my bike. We were talking about, we in the, how you like to have a cigar. The perfect environment of, that's right. Thank you. So

the bitter sweetness of this is that many times, you're smoking as a cigar brand owner, even if you're not consciously, even if you're not present, or if this isn't the, the overarching mission when you're smoking, part of you is not enjoying themselves. Part of you is monitoring your product, how it's behaving. I'm on the road and I'm picking up this cigar in Denver versus Texas. How

does this blend behave in this climate? When did this, production land? When did they get this product shipped? Okay, it's out of that production. Okay. This, and it's smoking great. And I'm waiting, like, is something, is everything okay? Right? Because you're concerned about how your product is presenting in market. Right. And so you could be enjoying it. But all that's going on in your mind. So

my perfect environment is to sit down with good companies. Right. And smoke a pro drone, 64, principate natural wrapper. You want to know just drift off into the moment. You want to know what's funny. You said a year ago. You said that a year ago. That this, did I say that for principate is your favorite. Well, that's the best cigar that's ever been made. And then

I get through all the exclusive old Maduro. I'm like, it settled out. It's the principate natural 64. But all of it's delicious. Right. Right. Oh, it's fantastic. Okay. That's good to know, man. That's good to know. Yeah. Yeah. That's good. You know, I'm always struck by the amount of energy that you exhibit on social media. We briefly touched on it earlier. But I'd like to know

more about the jewelry life. Because I've seen some of the pieces that you put out and they're fucking sick. And every time I go to get one, they're already sold out. So you obviously got a good following and people were eager to get into the jewelry. How did what made you start the jewelry line and then spin off to cigars. You know, I thought, smarty pants

that I was. I thought that now I was becoming very obsessed with the design. So much so that it was taking me away from my original mission to monetize my love of playing music. Right. To do what it was that I love for a living. I want to be a professional. I'd ask where I got out of the Marine Corps. And that's what I was pursuing.

But what was getting in the way was making other people money. I mean, some people call it a job. Right. So I was busily making other people money and trying to shave off time to pursue my mission. And, you know, I realized that I was becoming very obsessed also with silver design. Jewelry design specifically geared towards silver, lost white, scasning. And I thought, okay, Met Booth

can create his jewelry collection. And pedal his wares to support some semblance of basic life. And then not have to show up to make anyone else money and can solely pursue full time. This career and music. Right. One of the jokes on me, because now 20 plus years later, you and I are sitting on the cigar. So crypto podcast with me telling you about my brand

that has long, long since fully consumed every day. Every millimeter of my life. Right. Right. Right. So it didn't exactly turn out the way I envisioned it. But I mean, this is the way life works. Right. So. But that was one of the initial inspirations. And plus I was so enamored with this sub. You know, they weren't none of these brands were mainstream. And in many

ways, I can relate to kind of like the cast of characters. Here's in the boutique of fear. In the in cigar, land, yeah, to this kind of underground community of cult designers and Los Angeles. That all had a very, very signature flavor, signature style. You, you knew their pieces from one another. If you followed it. In a very similar way, you know, if you look at

the original lineup of of Otigar brand owners, each one is a very, very different character. And their brand. And their products are very reflective of them and vice versa. Right. So that was very enticing to me. And that's where I started to spend my gears about, you know, you know, the West Coast downhill of the new millennium. If I was going to try to distill that

down into just a quick shot statement, right. I mean, I feel like. Maybe that doesn't do a justice in some way. But I mean, we only have 30 minutes. So I'm trying to, you know, see the information. No, Matt, look, for you, sir, you could talk as long as you like. This is one of the best interviews I've ever done. I can talk a bit. That's

fine. I'm here for that. I am here for that, sir. So you have a love of jewelry. You have a love of the leaf, right? Yes. And so I have been scouring liquor stores and package shops all within like a four state radius, trying to find this alcohol that I see you taking pictures with. Ah. I mean, what's good? I chance do you mean room 101,

Jim? Yes. Launched in 2017, proudly available in five states in our great nation. Oh, and by mail order through Don's liquor and San Jose, California, to 23 states direct to your door. Right. So what I'm going to do is I'm going to find out where they ship because we can't receive alcohol shipments in my state. Right. But I am traveling over the next two or three

months. And I am going to have some deliver to me. Beautiful. And you better believe it. And I will be flexing on IG with it when I get it. It's really tasty, man. And all and I know that I'm going to be able to get a little bit more of a good deal of money. And the thing for you that I think you'll catch a vibe

with is that all the same vibration, all the same philosophy, all the same approach that we take with all of our other products is all there in that bottom. So I think you'll dig it. I think you'll enjoy it. Beautiful. If you follow me, you know that I like unusual pairings. And you'll know that I have really been on gin and tonics lately. And I am

excited about finding your gin so that I can make the perfect gin and tonic and have a room 101 cigar. The payback for the hero for me. There we go. Is there anything you want to leave with my listeners before we go, sir? I mean, I think just real quick, I think, you know, if you haven't yet, please plug in to us on social media, follow

what it is that we do. I mean, we're constantly developing new projects, new pieces, new wares across all of our categories that we operate in. And, you know, if you don't tune in, you're going to miss out. Tell folks where we can find you on IG in Twitter, and you're going to answer. So Instagram, room 101 cigars, room 101 gin, room 101 brand. And my personal

page, which is the nucleus is it's Boofy baby. Matt Booth, you can find me there. It's Boofy baby. You heard it. Make sure you follow Matt Booth, all of the room 101 brands. Please make sure you partake. Please make sure you enjoy. I'm curious to hear your thoughts. I know you will love all of the lines as much as I do. Matt, thank you so much.

Thank you so much for your time. No, thank you. I really appreciate it, man. It was a great conversation. And I'm looking forward to the next, the next time we catch up. Thank you.