Jeff Haugen on Crux Cigars, Lounges, and Community

From Creekside Podcast Ep. 015: Saving a Generation... With Cigars? (Feat. Jeff Haugen of Crux Cigars), aired Apr 25, 2025. Recorded at Creekside Cigar Co. in Maineville, Ohio.

At PCA, we sat down with Jeff Haugen of Crux Cigars for a conversation about the path from cigar retail to building a brand. We also talked about the role of inviting lounges, what younger customers need from cigar shops, and why Jeff believes shared time and human connection matter to the future of the cigar community.

How did Jeff Haugen go from retail to Crux Cigars?

Jeff’s cigar business began in retail. He started in Minnesota in 1992, and Tobacco Grove, the lounge he founded, opened in 1996. He described learning the business by serving customers and building a community around a physical shop. That experience later informed how he approached Crux: he wanted to make decisions with retailers and their customers in mind.

Jeff recalled a difficult period for Minnesota retailers after tobacco taxes increased sharply in 2005. He had to close one store and worked to keep Tobacco Grove open, including contributing money to the business during challenging stretches. He also took his concerns to legislative tax hearings and said that a cap was eventually put in place. Rather than leave the industry, he looked for a way to keep working in it by developing a cigar brand.

His connection with the Plasencia family began through a relationship between his mentor, Bill Bach, and Néstor Plasencia Sr. Jeff later hosted Gustavo Plasencia in his store for work experience, building a relationship with the family over time. When Jeff decided to start Crux, he visited factories in Nicaragua and spent time learning about cigar production. He said he spent two years making regular trips to Nicaragua to learn more about blending and the business. The Plasencia family helped him get started, and Crux has also worked with another manufacturing partner.

Why did Crux change its packaging?

Jeff said Crux completed a rebrand about six years before this conversation. The idea came after a trade-show visitor stood in front of the company’s booth trying to work out what the logo said. Jeff took that as a sign that the branding needed to be clearer.

The team also considered how the cigars appeared in a humidor. Jeff described the original look as easy to lose among rows of brown cigar boxes. Crux tested a new visual direction with cigar enthusiasts and people who were not cigar enthusiasts, then updated its colors, logo, and iconography. He explained that the packaging is intended to help customers quickly understand basic information, including whether a cigar is mild, medium, or full-bodied.

That approach resonated with us at Creekside. Clear packaging can help a customer browse independently, especially when they are new to a brand. It does not replace conversation with shop staff, but it can give someone a useful starting point and make exploring a humidor feel less intimidating.

How can cigar lounges welcome new customers?

For Jeff, the lounge experience is about more than what is in the humidor. He described an inviting shop as a place where someone can feel comfortable asking questions, taking time to learn, or simply enjoying the space. He sees newer lounges using a more relaxed, welcoming atmosphere rather than relying on a formal or intimidating image.

We shared how our own approach at Creekside starts with hospitality. Our team can teach cigar details, but we want people to feel looked after first. Jeff’s advice to his staff is practical: when a new customer is willing to spend time in the lounge, introduce them to a couple of regulars. Those small introductions can help a newcomer feel part of the room and, over time, help a community take shape.

Both of us have seen how a first visit can shape whether someone comes back. A customer may arrive with friends, ask for guidance, or want to explore on their own. Jeff’s point was that there should be room for each kind of visitor. A welcoming environment lets people learn at their own pace and return when they are ready.

Why does Jeff connect cigars with community?

Jeff spoke candidly about concerns for younger generations, including isolation and the amount of time people spend interacting through screens. His view is that a lounge can offer a setting for in-person conversation and belonging. He sees the time people spend together around cigars as one way to encourage connection—not as a substitute for addressing broader challenges, but as an opportunity for people to meet and talk.

That idea tied back to his retail experience and his interest in making cigar shops approachable. Jeff said younger customers may arrive in groups because entering a traditional shop can feel intimidating. He recalled being made to feel unwelcome at a cigar shop when he was a new smoker, and said that experience kept him from returning. For retailers, the lesson is simple: welcome first, share knowledge when it is wanted, and help people connect with others in the lounge.

The conversation also touched on the PCA Best of the Leaf awards. At the time of recording, both Tobacco Grove and Creekside were among the lounges in the running, representing the Midwest region. The result had not yet been announced in the conversation, but the nomination gave us another reason to talk about what makes a lounge a place people want to return to.

Key takeaways

• Jeff’s retail experience shaped Crux’s focus on quality, availability, and making products easier to understand.
• Crux updated its packaging to stand out in the humidor and communicate basic cigar information clearly.
• A welcoming lounge gives newcomers room to browse, ask questions, and learn at their own pace.
• Small introductions between new visitors and regulars can help build a stronger lounge community.

Shop, smoke and listen with Creekside

• Join the Creekside Cigar Club for boutique cigars picked by our crew every month
• Visit our cigar lounge at 1381 US-22, Maineville, OH, open seven days a week
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