Like Rodney Dangerfield, Mexican cigars often "get no respect". That's because not enough people have tried a Veracruz Ultra Premium. It is one of our favorites.

We have casually mentioned this brand in several of our previous columns. One of these columns found its way to the desk of Oscar J. Franck Y Terrazas. CEO of Veracruz International, Inc. He enjoyed the column and graciously offered to give us a telephone interview.

Wow ! Talk about stepping up in class. In one issue we're writing about Bill's sophomoric behavior and in the next issue we're interviewing the creator of a truly fine cigar. Although it was never our intent, we may even begin to establish some faint glimmer of credibility. ( Upon reflection, that may be a stretch.)

We were a little nervous. What would we ask him? Would we be able to hold our own in a conversation? Would Oscar mind the fact that we never took notes but preferred to simply make up whatever we couldn't remember?

We finally called on Oscar's private line and got through immediately. He was friendly, easy to talk to and seemed genuinely pleased that we had taken him up on his offer.

Oscar explained that he has been producing cigars for 23 years. He was originally in the import/export business but his love of cigars took him down a different path. He started out by having cigars made to his personal specifications for his own use. He experimented with the blend and eventually decided to market his own cigar.

Oscar placed equal emphasis on quality. consistency, freshness and presentation. He retained a packaging designer to come up with something distinctive. All but the smallest shapes are sealed in a humidified, air-tight crystal tube. Each tube is then wrapped in white tissue paper imprinted with the Veracruz name. Finally, the tubed cigar is individually packed in a red box with gold trim and lettering.

At the time that Oscar entered the business (1976), top-of-the-line Dunhills were going for about $2.50 each. Thc Veracruz sold for $4.00. The fancy price and the exquisite packaging resulted in the Veracruz being marketed as an "ultra premium". Today, a Veracruz generally sells in the $7 to $10 range but, in our view, still merits the ultra premium designation.

Veracruz cigars are made in a secluded village located in the Eastern Sierra Madres at an elevation of 7300 feet. The area has an ideal climate for cigar production.

Oscar uses a blend of tobaccos from the San Andres Valley in Veracruz and the Oaxaca Valley in the adjacent state of Oaxaca. Oscar would not reveal his blending formula but he credited the Oaxacan tobacco for providing aroma and balance. The wrapper is Sumatran seed. He told us that the Sumatran seed really took hold in the region and proved to be the best variety for the conditions.

It is common to moisten tobacco leaves at various stages of the fermentation process. Oscar uses an all-natural concoction of spring water, herbs, honey and other ingredients. He claims his special formula enhances the fermentation process and controls insects without the use of chemical fumigation.

Veracruz tobacco is aged for one year prior to rolling and the finished cigars are aged an additional five to six months. The binded cigars are also aged for 30 days before the wrapper is put on. During this step, they are wrapped in paper to control the shape and prevent expansion in the high altitude and humid conditions.

Oscar told us that he employs 18 rollers ("tabaqueros") -- all women. "This is not by design," he explained. "We had some men at one time but the women just seemed to make the best rollers."

The women take great pride in their work. In the past, cigars from a single tabaquero would be boxed together and the tabaquero's signature would be enclosed in the box. Oscar eventually had to abandon this practice as various buyers began to request that their cigars be made by a specific individual.

Veracruz produces about a half million cigars a year -- small by many standards, but Oscar likes to think of his operation as a "petit chateau" much like the small estates that produce premier grand cru wines. His largest market is the United States but that may soon change. He is shipping an increasing number of cigars to the former Soviet Union (primarily Georgia, the Ukraine and Russia) and the Middle East (principally Syria and Lebanon). His main competition in this part of the world is Habanos SA.

Veracruz cigars are available with either a natural or maduro wrapper. Oscar told us that the maduro cigars are his fastest growing category. We have tried the Poemas (Lonsdales) in both the natural and the maduro wrapper and the dark wrapper adds a subtle sweetness. Some say that you can also detect floral hints but our senses simply aren't that precise. Our taste buds have suffered meltdown from too many years of Italian hot dogs.

In closing, Oscar had some general observations. He felt there were too many brands on the market today. (Over 500 new handmade brands were introduced in 1997. It is likely that many will not survive.) He also felt that Mexican cigars were underrated.

He noted that many famous brands use one or two types of Mexican tobacco, but few people realize this. "Mexican tobacco is as good as any other," he stated firmly.

We enjoyed talking with Oscar J. Franck Y Terrazas and hope to meet him in person some day. We smoke his cigars regularly. They burn beautifully, have a pleasant, subtle aroma and are very mild, particularly for a Mexican cigar. Try one.

It just doesn't get any better.

The Cigar Guys

P.S. Veracruz offers six different shapes. We especially like the Corto de Veracruz (robusto). The packaging makes them an ideal choice to throw in your brief case, glove compartment or golf bag.

You can The Cigar Guys at: tbill@enter.net for any comments or questions.

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