Luxury Marketing & Experiences Program: Cohort 2
Explore the art of luxury through the lens of premium cigars and coordinating industries. This exclusive executive program connects you with top marketing minds and industry leaders to uncover how luxury brands craft unforgettable experiences, strategic collaborations, and authentic value. Ideal for professionals ready to elevate their brand in the world of high-end hospitality and lifestyle.
Dates – September 30th - October 2nd, 2026
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Luxury Marketing & Experiences
Immerse yourself in the refined world of luxury marketing through the unique lens of premium cigars—an emblem of craftsmanship, exclusivity, and indulgence. This executive education program goes beyond theory, offering direct access to thought leaders in the premium cigar industry alongside top marketing executives from complimentary luxury sectors such as fine wine, craft chocolate, and rare spirits. Through immersive sessions, case studies, and behind-the-scenes insights, you’ll explore how premium brands create memorable experiences, foster strategic collaborations, and build enduring value in the luxury marketplace..
By the end of this experience, you’ll walk away with:
- A deep understanding of how luxury brands craft emotional and aspirational value
- Strategies for creating experiential marketing that resonates with high-end consumers
- Insights into cross-brand collaborations and their impact on brand equity
- Tools for positioning premium products in saturated or emerging luxury markets
- Real-world perspectives from industry experts shaping the future of luxury branding
Day 1: Wednesday, September 30
- 8:00-8:30 – Breakfast / Registration
- 8:30-8:45 – Program Kickoff with speakers
- 8:45-10:15 – Module 1: Strategic Marketing and Storytelling in the Luxury Lifestyle Sector
- 10:30-11:30 – Module 2: Brand Protection, Compliance, and Responsible Luxury
- 11:30-1:00 – Lunch in the Bistro
- 1:00-2:30 – Module 3: Strategic Collaborations and Partnerships
- 2:45-4:15 – Module 4: Executive Co-Branding LAB
- 4:15-4:45 – End-of-Day Reflection
- Optional Evening Gathering: 6:30 pm
Day 2: Thursday, October 1
- 8:00-8:45 – Breakfast
- 8:45-9:00 – Reflection & Insights Day 1
- 9:00-10:30 – Module 5: Luxury Retail Marketing and Consumer Experience
- 10:45-12:15 – Module 6: Product Innovation and Pairings Fireside chat
- 12:15-1:15 – Lunch
- 1:15-2:45 – Module 7: Market Updates and Current Events
- 3:00-4:30 – Module 8: Cigar Industry Marquee Events
- 4:30-4:45 – End of Day Reflection
- Optional Evening Gathering: 6:30 pm
Day 3: Friday, October 2
- 8:30-9:00 – Breakfast
- 9:00-10:00 – Executive LAB: Strategy in Action Final Preparations
- 10:00-11:30 – Executive LAB Presentations and Panel Feedback
- 11:30-12:15 – Lunch
- 12:15-1:15 – Experiential Learning with E. León Jimenes Rum and La Aurora Cigars
- 1:30-2:00 – Award & Certification Ceremony
- 2:00-3:00 – Reception with Oliva Cigar Co.
Day 1: Wednesday, September 30
Day 1 Moderator
Owner, Cigar Snob Magazine
https://www.linkedin.com/in/erikcalvino/
Module 1: Strategic Marketing and Storytelling in the Luxury Lifestyle Sector
Founder & President, Drew Estate
Founder, J. Sann and Son
https://www.linkedin.com/in/jonathan-drew-20274414a
President, EPC Cigars Casa Carrillo
https://www.linkedin.com/in/ernesto-perez-carrillo-17900abb
Co-Founder E.P. Carrillo Cigar Company & Casa Carrillo
https://www.casacarrillo.do/about
Module 2: Brand Protection, Compliance, and Responsible Luxury
Vice President, Aganorsa Leaf
https://www.linkedin.com/in/tereilly
VP of Marketing, Altadis U.S.A.
https://www.linkedin.com/in/oliver-hyams-5944973a3/
Module 3: Strategic Collaborations and Partnerships
Director, Consumer Engagement, Drew Estate
https://www.linkedin.com/in/joshuaroque/
Senior Brand Manager, La Aurora USA
https://www.linkedin.com/in/johngaglio/
President/Owner, Quality Importers Trading Company
https://www.linkedin.com/in/marilyn-florez-giordano-2835382/
Day 2: Thursday, October 1
Module 5: Luxury Retail Marketing and Consumer Experience
General Store Manager, Neptune Cigars
https://www.linkedin.com/in/richard-garcia-52b748145/
Owner, Bartolo Cigars and Wine
https://www.linkedin.com/in/luz-holguin-14616911b/
Founder, Cigar Club Miami
https://www.linkedin.com/in/elad-smadja-250788252/
Module 6: Product Innovation and Pairings Fireside chat
Bevprenuer-in-Residence, FIU
Brugal 1888 Brand Specialist
https://www.linkedin.com/in/gabrielurrutia/
Director Beverage Education, FIU
https://www.linkedin.com/in/mitchellmeredith22/
Associate Teaching Professor, FIU
https://www.linkedin.com/in/nathandodge/
Sr. Brand Manager, Altadis U.S.A
https://www.linkedin.com/in/mariana-hinestrosa-b9624493/
VP Sales, S.T. Dupont
https://www.linkedin.com/in/leslie-b-mann-34a1116/
Module 7: Market Updates and Current Events
CEO, Premium Cigar Association
https://www.linkedin.com/in/joshua-habursky-523a8982/
Module 8: Cigar Industry Events
Founder / President, CLE Cigars
https://www.linkedin.com/in/christian-eiroa-8a8079107/
Jorge Luis Valdes
Owner, Sabor Havana
https://www.linkedin.com/in/jorge-luis-valdes-645061174/
Day 3: Friday, October 2
Experiential Learning with E. León Jimenes Rum and La Aurora Cigars
National Sales Director, La Aurora USA / E. León Jimenes Rum
https://www.linkedin.com/in/antoniosuarezflorida
Dates and Schedule – September 30th – October 2nd, 2026
“As a benefit of your PCA membership, you are eligible for a $50 registration discount. Email hospexed@fiu.edu to verify your membership and receive your discount code.”
Age Requirement
Participants must be 21 years of age or older to attend. A valid photo ID will be required at check-in. Please note that no refunds will be issued for failure to meet this requirement.
Instructor
Joshua Habursky, Chief Executive Officer of the Premium Cigar Association
Contact Information
Suzanne Bagnera
HospExEd@fiu.edu
305-919-4775
About Instructor
