In this conversation, Barry Stein, William Cooper, and Frank Herrera discuss the upcoming PCA 2025 trade show, exploring its relevance, the evolving landscape of the cigar industry, and the challenges faced by both established and emerging brands. They delve into the importance of storytelling in marketing cigars, the impact of pricing strategies, and the need for better engagement between manufacturers and consumers. The discussion also touches on the role of media in the cigar industry and the potential for innovative approaches to enhance the trade show experience.