PCA Expands Into Asia Through Strategic Partnership with Cigraal

The Premium Cigar Association (PCA) has announced a major international expansion initiative through a strategic partnership with Cigraal, a leading premium cigar development and distribution company operating across Asia-Pacific, the Middle East, and Africa. This collaboration marks a significant step forward in advancing the global premium cigar industry, with a strong focus on education, advocacy, and long-term market development.

At the center of this initiative is a shared mission between PCA and Cigraal: to nurture, protect, and elevate cigar culture through professionalism, education, and respect for tradition. The partnership will introduce a comprehensive 2026 program framework designed to support industry growth across key Asian markets.

Launch of PCA Connect Asia

The partnership will officially debut with PCA Connect Asia, a multi-city immersive experience scheduled for November 30 through December 6, 2026. This high-level roadshow will bring together retailers, hospitality leaders, duty-free operators, and cigar enthusiasts for a series of curated events and educational sessions across Hong Kong and Macau.

Programming will include structured training workshops, masterclasses, stakeholder meetings, and exclusive networking events hosted at some of the region’s most prestigious venues. Locations include Bertie Cigar Lounge in Hong Kong, The Murray Hotel, Island Shangri-La, and premier integrated resorts and luxury hotels in Macau.

A key component of the initiative is the introduction of Formal Training & Certification Programs, powered by The Cigar Academy’s advanced curriculum and learning platform. These sessions will be led in person by industry experts Ricardo Carioni, Eric Piras, and Antoine Riberet, and will be supported by digital learning both before and after the event.

Strengthening Global Collaboration

Joshua Habursky, CEO of the PCA, emphasized the importance of this expansion, noting that Asia represents one of the most dynamic and promising frontiers for the premium cigar industry. He highlighted that sustainable growth in the region must be supported by strong foundations in education and advocacy.

Eric Piras, Founder of Cigraal, echoed this sentiment, expressing enthusiasm about the partnership and pointing to Cigraal’s diverse operations—including distribution, lounges, and proprietary brands—as key assets in delivering impactful programming across the region.

A Global Vision for the Premium Cigar Industry

This initiative goes beyond a regional activation. It represents a broader commitment to building a globally connected, well-informed, and professional premium cigar ecosystem. By combining PCA’s industry leadership with Cigraal’s regional expertise, the partnership aims to create meaningful opportunities for collaboration, education, and market expansion.

PCA Connect Asia will also offer multiple sponsorship opportunities for premium tobacco businesses seeking to establish or strengthen their presence in Asian markets.

For more information, visit www.pca-connect-asia.com.

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About the Premium Cigar Association

The Premium Cigar Association (PCA) is the leading authority and advocate for premium cigar and pipe retailers. Founded in 1933 as the Retail Tobacco Dealers of America (RTDA), the PCA remains the largest and most active trade association supporting specialty tobacco retailers, manufacturers, and partners worldwide.

About Cigraal

Founded in 2015 by cigar expert Eric Piras, Cigraal is a major force in premium cigar development, distribution, and promotion across Asia-Pacific, the Middle East, and Africa. The company also produces its own brand, Confidenciaal, reflecting its commitment to craftsmanship and global cigar culture.