Ty Murphy

Tobacco companies can't advertise.

So social media is tough.

So the way we kind of built that side of the business, our first three years, we were 80% wholesale.

We've moved now to probably almost 55%, 45%.

direct to consumer.

Now we're building an audience.

We're in these courses and people are coming to the website to buy them instead of going back to the course.

Um, but we'd partner with influencers.

So, uh, this happened to be paired around the right time when golf was taking off in YouTube.

You know, you have all these YouTube golfers out there filming themselves and people are like, man, this is cool.

I can see golf from a different view, not just the pros, which seems boring.

I'm not hearing them talk and chat about their shots and stuff.

And so so we reach out to a couple influencers who would have an occasional cigar while they're filming and, you know, say, hey, don't buy any more cigars.

We'll send you a free product.

You're smoking a cigar on your videos.

We want it to be ours.

Right.

And we partner with them and grow that way.

And that's kind of how we we had to be, you know, politely worked into what they were doing versus just advertising.

And that's how we kind of drove our online business.