Light ’em Up Lounge - Where Cigars Light Up Conversations

The Light'em Up Lounge Ep. 05: Changing Consumer Behaviour

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🎙️ Light ’Em Up Lounge — Episode 05: Changing Consumer Behaviors with Nicholas Krüger

✨ Episode Summary

In this episode of the Light ’Em Up Lounge, host Reinhard Pohorec welcomes back special guest Nicholas Krüger — distiller, entrepreneur, bar-owner, rummelier, and outspoken advocate for authenticity in the spirits world.

Together, they dive into one of the most pressing topics in hospitality and luxury craft culture: the dramatic shift in consumer behavior.

From declining alcohol consumption numbers to generational lifestyle changes, from authenticity vs. mass market to craftsmanship, community, and transparency — this conversation explores what is really happening behind the headlines and what the future of premium spirits, cigars, and craft culture might look like. Nicholas shares candid insights about:

  • The truth behind “declining alcohol consumption”
  • Why sales numbers don’t equal consumption
  • How buying habits, overstocking, and generational shifts distort the narrative
  • The rise of craft, story-driven, artisanal products
  • His philosophy of authenticity, transparency, and direct consumer interaction
  • Lessons from failures and why long-term trust beats short-term gain
  • The evolution of cigars and spirits pairing
  • His journey and vision to become the world’s most influential rum maker

    • This episode is packed with honesty, expertise, and forward-thinking perspective — a must-listen for anyone in hospitality, luxury craft, or entrepreneurship.

    🔥 Key Topics Discussed:

    • The myth vs. reality of declining alcohol consumption
    • Media narratives around health, wellness & abstinence
    • Why people drink less in bars but not necessarily overall
    • The impact of overbuying and market cycles in spirits
    • Craftsmanship as antithesis to mass digitalization
    • The importance of *personal interaction* and *community building*
    • Why authenticity is the most valuable currency
    • The dangers of producer entitlement and outdated expectations
    • A deep dive into cigar–spirit pairing and developing a signature product
    • Transparency, mistakes, and the cost of maintaining consumer trust
    • Long-term thinking and the legacy mindset in building a brand
    • The book that shaped Nicholas’s current philosophy

      • 🥃 Featured Tasting: Wagemut Aficionado Collection Maduro

      Nicholas presents a bespoke spirit crafted specifically for pairing with cigars:

      • 20-year-old Trinidad rum as the base
      • Enriched with *Pedro Ximénez Sherry*
      • Matured in *walnut* and *Palo Cortado* casks
      • Viscous, rich, velvety, complex
      • Designed to elevate any premium cigar experience

        • A perfect example of artisan craft meeting thoughtful intention.

        📚 Book Recommendation: The Almanack of Naval Ravikant — the book Nicholas calls the most important of his life, shaping his approach to value creation, responsibility, flow, and long-term vision.

        💡 Memorable Quotes

        “Why should the customer buy from you? Who are you?"

        “Authenticity and transparency are everything.”

        “We don’t deserve anything — we must earn it. And that’s beautiful.”

        “The consumer is not stupid. We’re all experts — some just lack the words.”

        “If I mess up, I take responsibility. Trust is my most precious asset.”

        👤 About the Guest: Nicholas Krüger:

        Master blender, distiller, bar owner, founder of Wagemut, and one of Europe’s most dynamic voices in the craft spirits movement. Nicholas is known for bringing radical authenticity, community collaboration, and transparency into an industry often shrouded in mystique.

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        Light ’em Up Lounge - Where Cigars Light Up ConversationsBy Light em Up World