Deepening into subjective cigar reviews: how they can lead to confusion and harm brand image, and how we can shift towards transparency, informed choices, and trust.
We had never considered the extent of pressure that mainstream media experiences from those wanting to promote their cigars. Every now and then there’s a discussion around cigar reviews and how influenced they are by manufacturers. Regardless of who brings up the debate, what typically emerges is how delicate is the balance between brand image and consumer trust.
There seems to be a disconnect when it comes to accepting the subjective nature of reviews. Positive reviews tend to be celebrated as objective, while negative ones are often dismissed as biased or inaccurate.
While negative reviews can understandably feel like a personal attack on a brand, this creates confusion for consumers seeking honest opinions.
If we acknowledge that not every blend suits every palate and that reviews are inherently subjective, shouldn’t we also recognize that reviewers have a job to do – to critique – which naturally involves personal preference, cultural context, and other influences? If we accept this, we also understand that critiques cannot be objective and that reviewers have their own audience to build trust from.
If a manufacturer wants informative write-ups with accurate descriptors to guide consumer choices, that’s a lot to expect from critiques. This has nothing to do with the expertise, nor the olfactory acuity of a reviewer. It’s simply about acknowledging that critiques, by their nature, aren’t designed to provide purely objective product descriptions. It’s the wrong tool for the job, just like using a hammer to drive in a screw.
While the adoption of science beyond tobacco processing is still limited in our industry, it holds immense potential. Sensory analysis, in particular, can address this disconnect, foster transparency, and build trust, among other benefits.
Why is sensory analysis not widely adopted in the cigar industry?
The cigar industry has a long history rooted in tradition and individual preferences. Many connoisseurs value the personal, subjective experience of smoking a cigar and may be resistant to a more scientific, standardized approach.
In addition, implementing sensory analysis programs can be expensive and complex. It requires trained panelists, controlled environments and, above all, manufacturers would need to overcome the fear that sensory analysis could reveal inconsistencies or flaws in their products, potentially damaging their brand image in the short term. On the other hand, not fixing those problems will damage their brand image in the longer term, which may be more challenging to address.
The benefits of sensory analysis may not be fully understood or appreciated by many in the industry. There’s a need for greater education and advocacy to highlight its potential for improving product quality, consistency, acceptance, as well as transparency and trust from consumers who seek to make informed choices..
Resources:
Sensory Evaluation of Food, Harry T. Lawless , Hildegarde Heymann
Sensory analysis, a misunderstood discipline, Franca Comparetto