James and Nick welcome Lou Cross of Lure Cigars back to the program. Lou promotes his new PCA exclusive, the "Wahoo." We discuss the changes for Lure Cigars and Valacari Cigars, Lou's role with both brands, and their relationship with La Tabacaria. We ask Lou what he's learned in his 2 years in the cigar industry, the challenges he's faced, and how he's overcome them. Lou discusses branding and bringing in new cigar smokers the lifestyle, before talking about a brands relationship with B&Ms. What does support for a brand look like, who's responsibility is to move product at the store, and where does support begin.