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El Gaucho Premium Chiquitos (petit panatela) are the latest addition to BRC’s flagship brand, the El Gaucho series. Photo credit: BRC-MDR
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The El Gaucho series is BRC’s flagship brand. Photo credit: BRC-MDR
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David Lee, director, Besuki Raya Cigars. Photo credit: BRC-MDR
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Christian A. Njoto Njoo, president of Mangli Djaya Raya, Besuki Raya Cigars’ mother company. Photo credit: BRC-MDR
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Treasure chest of Mata Hari Courtesane cigars. Photo credit: Monsoon Cigar
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Monsoon Cigar’s Sonny Suciawan (center) selecting leaf at Besuki Raya Cigars. Photo credit: Monsoon Cigar
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Wismilak’s Mario Beazley. Photo credit: Wismilak
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Tubed Wismilak Premium Selección in corona vitola. Photo credit: Wismilak
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Wismilak’s Suwito (left) and Nana Irawati (right). Photo credit: Wismilak
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Wismilak’s Clásico Reserva. Photo credit: Wismilak
Enthusiastic cigar makers are reviving Indonesia’s long dormant legacy.
The Dutch colonial era left a peculiar but lasting legacy in Indonesia: premium cigars. During the early 20th century, Java’s fertile soils became a tobacco powerhouse, with the Besuki and Jember regions in particular serving as prized sources for cigar leaf exported to European markets. Factories like Taru Martani, established in 1918, gained international repute, producing hand-rolled cigars that graced drawing rooms and smoke lounges across the continent.
But after Indonesia gained independence in 1945, the premium cigar industry gradually slipped into decline. As the fledgling republic shifted focus toward economic stabilization, infrastructure development, and industrialization, luxury products like hand-rolled cigars fell by the way-side. The once-thriving industry receded into obscurity, its heritage preserved only in fading labels and memories. “We probably had other problems at your hand after independence than thinking about cigars much,” Sonny Suciawan, one of the interviewees for this article, dryly noted.
Yet in recent years, something remarkable has happened: a revival, powered not by nostalgia but by a bold vision of the future. A new crop of Indonesian companies and cigar makers are ushering in what many now call the “renaissance of Indonesia’s premium cigar industry”. Through meticulous craftmanship, global market focus, and deep reverence for indigenous tobacco, these brands are turning the page, lighting up the next chapter of Indonesian cigar history.
Besuki Raya Cigars: A Revival Rooted in Tobacco Mastery
While Besuki Raya Cigars (BRC) formally came into existence only in 2020, its story stretches back decades through its parent company, Mangli Djaya Raya (MDR), one of the foremost suppliers of Indonesian tobacco leaf.
“We had been producing cigars since 2009 under MDR,” said Christian A. Njoto Njoo, the firm’s president. “But forming BRC allowed us to focus exclusively on elevating Indonesian cigars as finished products. It was a strategic and symbolic move.” The rationale was as much about specialization as it was about legacy. “By establishing BRC as a separate company, we created a dedicated platform to craft world-class cigars that could proudly carry Indonesian identity into global humidor spaces,” Christian said.
Elevating a forgotten heritage
Christian explained that while Indonesia had long been respected for its unique leaf—especially Besuki Na-Oogst and Jember varietals—its absence on the premium cigar scene had persisted for decades. “Indonesia has the tobacco. What we were missing was a loud enough voice in the global cigar conversation. BRC is that voice,” he declared. The company’s goal is not just commercial; it’s cultural. “Each of our cigars tells a story…,” Christian added, “…a story about a place, patience, and passion.”
Homegrown start, global ambitions
BRC’s initial offerings, including brands like Airlangga, Rojo Blanco, and Lauk Daun, were crafted for Indonesian consumers. “That phase allowed us to refine our production, understand preferences, and build our base,” said David Lee, director of BRC. “But we always had the international market in mind.” Today, BRC exports to countries like Germany, Thailand, Malaysia, Australia, and Turkey. “Germany, for example, demands unwavering consistency,” David noted. “Southeast Asia, on the other hand, connects more deeply with regional authenticity.” This duality presents both challenges and growth. “No market is a one-size-fits-all,” David asserted. “That’s why we approach each country with a tailored strategy, whether that’s rethinking packaging, tweaking blends, or partnering with local distributors.”
Building a brand, one blend at a time
According to Chandra Irawan, BRC’s head of operations, feedback has already been very encouraging. “The curiosity surrounding our cigars has given us valuable momentum,” he said. “Our flagship El Gaucho, for instance, has been especially popular thanks to its appealing look and layered blend.” Still, Chandra acknowledged the rigorous demands of producing for international standards. “Draw consistency, aroma, flavor progression… these are non-negotiables,” he said. “We’re constantly evolving based on feedback from seasoned aficionados.” And MDR’s Christian Njoto Njoo added, “We view this as a journey. Indonesian cigars don’t just deserve to be on the shelf. They deserve to be part of the conversation.”
Mata Hari: A Boutique Brand Rooted in Narrative
For Indonesian native Sonny Suciawan, co-founder of Monsoon Cigar, the renaissance of Indonesian cigars is more than a market trend; it’s a personal mission. “I was living in Berlin when we started the company,” he recalled. “And our brand, Mata Hari, wasn’t accidental. It was a nod to history, mystery, and yes, identity.” Mata Hari, meaning “eye of the day” in Indonesian, is not just a rather poetic description for the sun and the name of Monsoon Cigar’s inaugural product line. It’s also a clever play on the Dutch-born exotic dancer and courtesan of the same name, who lived and worked in Java during most of her life before being executed in 1917 in France as an alleged spy by the German Imperial Army. As a brand name, Mata Hari serves as a mirror to Monsoon’s blend of Eastern roots and global allure.
A trilogy of taste
Three blends presently form the foundation of the Mata Hari portfolio:
• Courtesane Robusto – a creamy, mild blend of 100% Indonesian tobacco, perfect for mornings. “It’s 100% Indonesian, with a creamy vanilla-wood profile. Very approachable, very reflective,” Sonny Suciawan explained.
• Limited Edition 2024 Toro – a medium-plus cigar marrying a Mexican San Andrés wrapper with Brazilian Arapiraca binder and Indonesian Besuki filler, ideal for post-dinner indulgence. Enthused Sonny: “This one’s for evenings, post-dinner. It’s got complexity—semi-sweet chocolate, earthy spice, a real journey.”
• Java Exotica – Monsoon’s third and newest offering is a lunchtime cigar, its flavor “dancing from umami to sweet-savory, with smoky and spicy transitions,” according to Sonny. The cigar uses the rare Javano Colorado wrapper, first cropped only in 2020.
Collaborative crafting
Interestingly, Monsoon doesn’t maintain its own factory. It collaborates with Besuki Raya Cigars. “We had extensive leaf tasting and blending sessions [at their facility] and felt confident to select specific leaves for our blends, which, for all intents and purposes, are therefore our very own creations,” Sonny told Tobacco Asia. “And I also have to say, some of the tobaccos I tried at their facility were jaw-droppingly good.” The collaboration with Besuki Raya Cigars allows Monsoon Cigar to focus on brand building and storytelling, something Sonny Suciawan is clearly passionate about. “Our cigars aren’t just for smoking. They’re meant to spark conversation, invite reflection.”
Looking west and east
Monsoon launched in Germany in early 2024 to glowing reviews. One cigar scored 93 points in Cigar Magazine. The brand has since expanded into Indonesia, while Sonny Suciawan now resides in Los Angeles. “The US is on our radar, too,” he said. “It’s a mature, saturated market, but we see a space for something thoughtfully crafted and globally inspired.” Sonny is also exploring more accessible lines tailored for Asian markets. “We want short-format cigars for coffee breaks, and in the US, we’ll introduce new vitolas to match preferences there.” Yet through it all, one thing stays constant. “Our Mata Hari cigars may travel the world,” Sonny said, “but their soul will always be Indonesian.”
Wismilak: Heritage Player with a Handcrafted Heart
Established in 1962 in Surabaya, East Java, Indonesia, PT. Gelora Djaja - known more widely as Wismilak - was already a household name in Indonesia’s clove cigarette market before it entered the premium cigar arena. “We launched our first hand-rolled cigar, the Wismilak Premium Robusto, in 1999,” recalled Nana Irawati, cigar manager. “It became an immediate favorite among Indonesian smokers seeking a smooth, nutty flavor.” Over time, Wismilak expanded its cigar portfolio to include the Premium series, Selección series, and the Clásico series, each defined by unique tobacco pairings and profiles.
Passion for purity
What sets Wismilak apart? Well, every cigar is fully handcrafted. “No machines, no shortcuts,” said Mario Beazley, a company representative focusing on Wismilak’s cigar portfolio. “It’s about preserving the art form and honoring generations of skill.” Wismilak uses Indonesian tobaccos alongside select imported leaves, including Connecticut wrappers and Ecuadorian Corojo. Meanwhile, leaf manager Suwito underscored the depth of domestic diversity. “From highland to lowland, we grow exceptional leaf. Every region gives us something special… spice, body, sweetness.”
Domestic stronghold, international exploration
Currently, Wismilak sells mainly within Indonesia, but it has been laying groundwork abroad. “We’ve showcased at events in Dubai and Malaysia, and even at the Cigar Smoking World Championship,” said Nana. “Our goal is to understand global tastes before diving in.” This cautious expansion is backed by confidence. “We’re proud of what we’ve built,” Mario said. “We’re not rushing. We’re building the bridge the right way.”
Educating the market
One hurdle Wismilak continues to tackle by attending tobacco exhibitions and related events has been reframing perceptions. “Many consumers still assume a ‘real cigar’ must be Cuban, Dominican, or at least Central American,” Nana explained. “We’ve made it our mission to debunk that myth and tell the Indonesian story, emphasizing the exotic yet smooth profiles we’ve perfected over two decades.” And Mario capped it off perfectly by saying, “For aficionados looking for something new, our cigars offer the warm spice and cultural depth only Indonesia can deliver. And from a price point? We are very competitive.”
Outlook: a revival that is just getting started
What’s unfolding in Indonesia is not merely a comeback; it’s a cultural reawakening. Anchored in legacy and lifted by modern innovation, companies like Besuki Raya Cigars, Monsoon Cigar, and Wismilak are reshaping perceptions of what Indonesian cigars can be – and, perhaps, should be. Whether it’s BRC’s strategic expansion, Monsoon’s boutique charm, or Wismilak’s artisanal consistency, each player contributes to a dynamic mosaic. The world is taking notice… and the “eye of the day” is rising once again over Java’s tobacco fields.