🎙️ Light ’Em Up Lounge — Episode 05: Changing Consumer Behaviors with Nicholas Krüger ✨ Episode Summary In this episode of the Light ’Em Up Lounge, host Reinhard Pohorec welcomes back special guest Nicholas Krüger — distiller, entrepreneur, bar-owner, rummelier, and outspoken advocate for authenticity in the spirits world. Together, they dive into one of the most pressing topics in hospitality and luxury craft culture: the dramatic shift in consumer behavior. From declining alcohol consumption numbers to generational lifestyle changes, from authenticity vs. mass market to craftsmanship, community, and transparency — this conversation explores what is really happening behind the headlines and what the future of premium spirits, cigars, and craft culture might look like. Nicholas shares candid insights about: The truth behind “declining alcohol consumption” Why sales numbers don’t equal consumption How buying habits, overstocking, and generational shifts distort the narrative The rise of craft, story-driven, artisanal products His philosophy of authenticity, transparency, and direct consumer interaction Lessons from failures and why long-term trust beats short-term gain The evolution of cigars and spirits pairing His journey and vision to become the world’s most influential rum maker This episode is packed with honesty, expertise, and forward-thinking perspective — a must-listen for anyone in hospitality, luxury craft, or entrepreneurship. 🔥 Key Topics Discussed: The myth vs. reality of declining alcohol consumption Media narratives around health, wellness & abstinence Why people drink less in bars but not necessarily overall The impact of overbuying and market cycles in spirits Craftsmanship as antithesis to mass digitalization The importance of *personal interaction* and *community building* Why authenticity is the most valuable currency The dangers of producer entitlement and outdated expectations A deep dive into cigar–spirit pairing and developing a signature product Transparency, mistakes, and the cost of maintaining consumer trust Long-term thinking and the legacy mindset in building a brand The book that shaped Nicholas’s current philosophy 🥃 Featured Tasting: Wagemut Aficionado Collection Maduro Nicholas presents a bespoke spirit crafted specifically for pairing with cigars: 20-year-old Trinidad rum as the base Enriched with *Pedro Ximénez Sherry* Matured in *walnut* and *Palo Cortado* casks Viscous, rich, velvety, complex Designed to elevate any premium cigar experience A perfect example of artisan craft meeting thoughtful intention. 📚 Book Recommendation: The Almanack of Naval Ravikant — the book Nicholas calls the most important of his life, shaping his approach to value creation, responsibility, flow, and long-term vision. 💡 Memorable Quotes “Why should the customer buy from you? Who are you?" “Authenticity and transparency are everything.” “We don’t deserve anything — we must earn it. And that’s beautiful.” “The consumer is not stupid. We’re all experts — some just lack the words.” “If I mess up, I take responsibility. Trust is my most precious asset.” 👤 About the Guest: Nicholas Krüger: Master blender, distiller, bar owner, founder of Wagemut, and one of Europe’s most dynamic voices in the craft spirits movement. Nicholas is known for bringing radical authenticity, community collaboration, and transparency into an industry often shrouded in mystique.

Hosts: Reinhard Pohorec & Nico Kröger Topic: Breaking down stereotypes in the world of spirits, wine & cigars Pairing: Cognac Leroy (exclusive bottling by Nico Kröger) 🔥 Episode Overview: Reinhard welcomes spirits expert, producer, and YouTuber Nico Kröger to unpack one of the most pervasive issues in the world of taste: stereotypes. Why do people say “I don’t like Cognac” or “I only drink Chardonnay”? And how does that limit genuine discovery? Together, they explore how consumer bias, education, and industry trends shape our palates — and why complexity and balance define true quality. 🧭 Key Discussion Highlights 1. The Cognac Cliché — “Old man’s drink”? Nico pours his own Cognac Leroy, the first ever bottling he co-created with the historic house. Once skeptical of Cognac, Nico discovered that small, family-run producers craft astonishingly characterful spirits. Mainstream Cognac (dominated by major houses like Hennessy) represents ~98% of the market — but only a fraction of its true potential. His turning point: realizing “everything is great if you do it right.” Quality comes from craft, not category. 2. Why people stick to stereotypes “I only drink Chardonnay” or “I don’t smoke Maduros” — these habits come from fear of disappointment. Like McDonald’s, people prefer predictable mediocrity over uncertain excellence. Avoiding risk often means missing out on life-changing experiences. 3. Complexity vs. Pleasantness Great products — whether cigars, spirits, or wine — share one trait: complexity. “Pleasant” often equals boring. True craftsmanship creates evolution in the glass or on the palate. Balance matters more than boldness — something can be extreme and still be poorly made. 4. Subjective taste vs. objective quality Taste is personal, but quality can be measured: balance, structure, and craftsmanship. “What I like” ≠ “What is good.” For example: a heavily peated whisky may appeal to someone’s taste but still be unbalanced as a product. Reinhard: “A cigar can be from the best terroir in the world — or the worst — within the same country.” Provenance isn’t enough. 5. Trust, credibility & education Nico builds trust through transparency — testing supermarket spirits on YouTube without sponsorship. By being honest, he earns his audience’s confidence to explore premium categories. “Baby steps build trust. Once people experience quality for themselves, they’ll follow you on the journey.” True authority isn’t about titles — it’s about reputation built through honesty. 6. Rum: The world’s most complex spirit Nico’s pick for the most fascinating spirit category is rum. Why? Minimal regulation = maximum creativity. Distillers can experiment with fermentation, still types, climates, and maturation styles. From fresh cane juice to molasses-based “funky” rums, the diversity is unmatched. Reinhard draws parallels to wine and natural fermentation: sometimes imperfection creates the deepest character. 7. The cycle of trends & taste Every industry experiences waves — oak-heavy Chardonnays, high-ester rums, natural wines. Many consumers adopt opinions secondhand from influencers or friends. Trends spread through micro-influencers — the friend who “knows about cars,” the bartender, the cigar geek. Education trickles from producer → expert → content creator → consumer — and back again. 8. Who defines quality? There’s no ultimate authority — the crowd decides. True expertise earns trust over time through consistent results and integrity. In Nico’s words: “The market will decide who’s worth listening to.” 💬 Final Thoughts Stereotypes limit discovery. Complexity rewards curiosity. Whether in spirits, cigars, or wine — don’t chase perfection, chase personality. With that — light ’em up.

Hosts: Reinhard Pohorec & Christian Wohlrab Topic: How cigars are made — and other common questions around premium cigars 🔥 Episode Overview Reinhard and Christian tackle the most common questions cigar newcomers ask — from construction and choosing the right cigar, to smoking etiquette, storage, flavor, and how cigars make you feel. A hands-on, honest, and human take on premium cigar fundamentals. 🧭 Key Discussion Highlights 1. How are cigars made? Premium cigars are handmade from whole tobacco leaves (long filler). Three main components: wrapper, binder, and filler. The wrapper leaf contributes much of the cigar’s aroma and aesthetic. Techniques like accordion or entubado rolling ensure airflow and combustion. Craftsmanship and sensitivity of the torcedor (roller) define quality — a centuries-old art form requiring muscle memory and intuition. 2. How to choose the right cigar Start by consulting a knowledgeable tobacconist — your best guide. They’ll tailor recommendations based on experience level, palate, and occasion. Ask yourself: How do I take my coffee? Do I prefer wine, beer, bitter, or sweet flavors? Beginners often assume small cigars are easier — but smaller ring gauges can smoke hotter and harsher. Pick a medium ring gauge (50–52) for balance and smoothness. Don’t judge by color — a dark Maduro wrapper isn’t necessarily strong; it’s often rich and sweet. 3. How to smoke a cigar properly Puff slowly and rhythmically — avoid overheating the cigar. If it goes out, gently tap the ash, relight, and “blow out” to clear stale smoke. Don’t relight cigars after several hours or the next day — they’ll taste bitter and ashy. Think of it like coffee: once cold, it never tastes quite the same reheated. 4. How to store cigars Key factors: relative humidity (~69–70%) and temperature (~20°C / 70°F). Consistency is everything — too dry, and oils are lost; too humid, and cigars spoil or won’t burn. Simple setup: desktop humidor + Boveda humidity packs. For starters: a humidified bag or airtight container with a humidity pack works great. Serious collectors upgrade to cabinet humidors with sensors and active systems. 5. How do cigars make you feel? Cigars contain nicotine but are not inhaled. The experience is relaxing, not intoxicating — a ritual of calm and reflection. If dizziness occurs, try sugar — it helps balance nicotine and ammonia effects. 6. Are cigars flavored? Premium cigars are not artificially flavored. Their complexity comes purely from the blend of leaves — different seeds, regions, soils, and fermentation methods. Each blend is a painter’s palette: natural, layered, and expressive. 7. Books & brains segment Pick: Tipping Point by Malcolm Gladwell — exploring why certain ideas or products “go viral.” success often arises when mavens, connectors, and salesmen converge — a perfect metaphor for how cigar culture spreads through shared passion. 💬 Final Thought Cigar knowledge is a lifelong journey — even masters stay students of the leaf. Every cigar, every puff, offers something new to learn. With that — light ’em up.

Reinhard and Christian unpack the prestige surrounding cigars: why many still view cigars as status symbols—and why true luxury might simply be ”time”.

In this inaugural episode of the Light ’em Up Lounge, Reinhard and Christian dive into the nuanced world of cigar pairings — both alcoholic and non-alcoholic.