“Books survive only because people love them – there’s no other reason why a book survives ever,” says Salman Rushdie in a recent interview in “Poets and Writers” magazine (September/October 2017). Is that true of cigar brands that don’t survive? Because people just don’t like them?
Run that last paragraph through your brain sieve. Think about the brands that have stood the test of time. Could there be a direct correlation between liking a brand/blend and not liking a brand or blend and its pedigree on shelves?
My guess is that few cigar manufacturers stop producing a cigar that sells. My guess is fewer cigar manufacturers stop churning out a blend that’s popular. My guess is that even fewer cigar companies are out of business when they know they have a hit on their hands. So what is it? It’s the cigar!
Salmon Rushdie, “The Titan of Letters,” has released a new novel, “The Golden House.” The magazine published an in-depth interview with the famed author of “The Satanic Verses” (1988) whose work angered the Islamic community to such a degree that ”many Muslims accused Rushdie of blasphemy or unbelief and in 1989 the Ayatollah Ruhollah Khomeini of Iran issued a fatwā ordering Muslims to kill Rushdie. The Iranian government backed the fatwā against Rushdie until 1998, when the succeeding government of Iranian President Mohammad Khatami said it no longer supported the killing of Rushdie. However, the fatwā remains in place.” (Wiki)
Today he lives an ordinary life that has taken on extraordinary meaning.
His interlocutor, Porochista Khakpour, (also a famed author and writer of letters for publications such as the New York Times, the Guardian and the Wall Street Journal) began her article with the usual back story on Rushdie, and of course, highlighted his new novel. Her first question was “Here you are now at your thirteenth novel. Or should I assume you are on to number fourteen now?”
His answers are intriguing, on point, and the contrapuntal interview continues to weave questions that touch on who are stylistic writers and who remain language ones and how, despite the severity of the reaction of the 1988 tome, how “funny” The Satanic Verses” actually is.
Then she pops the big one, “You’re not perched by your phone on Nobel announcement day?” His answer is calming and introspective, “No, I mean, of course, it’s nice when you win and it’s not nice when you don’t, but I really don’t care.” He goes on to say that his interest is if the books endure, “that hopefully (the works) will be around long after (I’m) not around.”
He expands with his answer that begins this post. Which brings me back to the question, what does this say about all the boutique cigars, and not even the cigars themselves, but the brand they portend to be interested in building?
I could easily name twenty to fifty brands that came out of the blue within the last few years producing showers of praise, adulation, and generous compliments and ask the question. “Where are they today?”
There are myriad reasons for this perpetual David Copperfield disappearing act. Methinks it’s simply – the cigar. It didn’t hold up. It was released with a bang! And ended up a moist fizzle in a rancid ashtray or in the five-packs at many a cigar store.
Is it fair to compare cigars with literature? Why not? The raison d’être is that the author, the writer, the blender or the hopeful cigar enthusiast went through all that trouble, money, angst, and fear that his or her cigar would pulsate the public’s appetite into becoming one of the best.
Of course, there are always going to be one hit wonders. But then there are the ones who become monuments such as – Davidoff, Hoya de Monterrey, Romeo y Julieta and Updike, Rushdie, or Twain.
And isn’t that what anyone with a creative mind really wants? “Affection is the only thing that makes literature (cigars) survive,” Rushdie says. “That’s all there (really) is.”
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