The quest for forum tobaccos – Part 2.

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Hans Wiedemann

Hans Wiedemann

Fasten your seatbelts ladies and gentlemen. At the time I wrote part 1 I never, ever expected that there would be a part 2 of my quest for forum tobaccos. I just experienced too many disappointments and thought that it would all end in nothing. But…. As you can read in the last response at the bottom of the page Hans Wiedemann from HU Tobacco once again took pity on me and helped me out. Once again it often was not smooth sailing, but we persevered and in the end overcame all obstacles.

PRF 5 jaarSo, to refresh our memories, why the forum tobaccos? Well, this year the Dutch/Belgian Pipe Smokers Forum exists 5 years. Because of that last year the idea arose for some special forum tobaccos to celebrate the jubilee. 3 tobaccos to be precise, a latakia mixture, an aromatic and a Virginia flake. Of course I had to open my big mouth and I became responsible for the creation of those tobaccos and the artwork. Why? Because it is a dream of me to see a blend which is created by myself is made available for others. And that is more difficult than I thought..

wowA lot of things were possible with Hans BUT only if we were buying 50 tins of 100 gr. per sort. So that is 150 tins in total! 15 kilo! I thought that the forum-members would never buy such an amount. Deeply disheartened I explained the story on the forum and asked how many tins the members were willing to buy. This because I had to have to money upfront. No Rudi this time to buy all the tobaccos and later see how he would sell them. To my utter and absolute amazement within only a couple of hours the amount of 50 tins per sort was reached! The next days the quantity kept growing. And that without knowing an exact price or having the actual blends! In the end 73 tins of the aromatic were ordered, 109 tins of the latakia and a whopping 116 tins of the flake. A total of 298! 29,8 kilo of tobacco! Wow!  Unnecessary to say that Hans and I could continue. The role of Hans would be that of advisor and mediator between myself and the tobacco factory he sometimes worked with. I was responsible for pretty much everything else. The creation of the blends, the artwork, collecting the money from the forum members and the distribution of the tins.

800px-DunhillLightFlakeRound 1. My first idea for the flake was that of a light Virginia flake in the vein of Orlik Golden Sliced, Dunhill Flake and Capstan. So I asked for a light natural Virginia flake with only a slight topping of tonka-bean and even less orange. Unfortunately the tobacco factory thought this was to be the aromatic so they applied way to much of the topping. Hans first got the sample and well, he did not like it to say the least.. Also the tobacco factory were not happy with having to add an aroma to a flake. It would not work they said. On top of that the first samples Hans send to me to my home address did not reach me and got lost in the mail..

1Round 2. From this time on Hans decided to send packages to my working address. That way we both know they would arrive. In the package I got were 3 flakes, 3 aromatic samples and 3 latakia samples. Let’s start with the flakes. Because the application of an aroma on a flake was not a good idea I had to choose between several already existing flakes. The first one I smoked was bland and uninteresting. The next couple of flakes were pretty decent but had the same problem: they were available here in The Netherlands.. So I had to step off the idea of a light, pure Virginia flake. I told Hans to search for a flake, as long as it did not have latakia, that was not available here or too well known in these parts.

Vanilla-LatteFor the aromatic I had already mailed several ideas to Hans which were translated into 3 samples: 1. Black cavendish, burley and bright Virginias with an aroma of coconut and vanilla. 2. Black cavendish, burley and several Virginias with an aroma of passion fruit and ahorn. 3.  A lot of Black cavendish, bright Virginias and a bit of burley with an aroma of coffee and vanilla. I smoked all the samples and could not find a clear winner. So I send some samples away and let a couple of folks smoke them. All had the same favourite, the one with coffee and vanilla. But for me it lacked a certain punch, it needed some more aroma.

LatakiaI mailed Hans some ideas for the latakia mixture and he mixed two samples himself of which he thought I would be satisfied with. The third sample was mixed by the tobacco factory after an idea of Hans. Before the samples were send through to me Hans already smoked the factory sample and he was raving about it which made me feel very positive.. ..Until I smoked the actual sample. It tasted bitter and I did not like it one bit. Having learned my lesson with the aromatics I send away some samples hoping for some sound opinions. After all, my taste is not the taste of everyone. When I received the feedback it became clear that the blend indeed was too bitter. To make things worse I also was not impressed with the samples Hans made himself. Solid and well crafted blends, don’t get me wrong, but nothing special. And I wanted something special. So at the end of round 2 Hans and me were not happy men. We still did not have a flake, the aromatic was not good yet and the latakia mixture also was not up to par. In the end we tried to be as positive as possible.

2Round 3.  I received 2 flake samples which were not available in The Netherlands. Hans already had smoked both and very much liked one of them. I also tried this one and indeed, it was absolutely superb! The other one was pretty good but that was it. To be 100% sure I once again let people smoke from the samples and luckily everyone opted for the one Hans and I were enthusiastic about. With the flakes we had a very clear winner, yeah!

OLYMPUS DIGITAL CAMERAWith the aromatic the tobacco factory had a slight problem. They could not boost the aromas they had used any further, they were at their maximum. Whaaaat?? Luckily they opted for some other but similar tasting aromas. Those were of higher quality but also more expensive. Well, so be it. I had already decided to not cut down on the quality of anything regarding the tobaccos. When I received the sample I could not have been happier. Exactly what I wanted, here we also had a winner, I liked it very much!

Plan BWhat I did not like was the new latakia mixture sample. For me it looked, smelled and tasted not special enough. Luckily I had a plan B. I once smoked one of the house-blends of a German tobacconist and I absolutely loved it. One of the best latakia mixtures I ever smoked. Period. So I asked Hans if he wanted to inform if we could use it as a forum tobacco. And we could! BUT I had a big dilemma now. I already told the forum that the flake was an existing one but that the aromatic and latakia mixture would be unique blends. Now the latakia mixture was available somewhere in Germany.. I needed some advice about what to do and found it by some friends from the forum. They said I should be open about it and let the forum decide if the project should stop or go ahead. So I opened up to the forum members and clearly explained the situation. Thankfully the vast majority (you can never please everyone) was very understanding and said I should go on.

moneyYesss!!! I had 3 winners! Now the financial part. I am very straightforward and told Hans immediately very clear what kind of price I wanted for the tins and why. Well, I offended him bigtime by doing it this way.. It took me a lot of e-mails to smooth things out between us. A lesson well learned. Needless to say we got the tins for a very good price thanks to Hans. I could have made a bit of profit on the tobaccos but I decided to keep them as cheap as possible.

7I got busy creating the artwork, collected the money from the orders of the forum members and relaxed a bit. I send the finished artwork to Hans who would send it through to the tobacco factory. He also arranged some blank sample tins for the Heukelum meeting. I printed the labels at my work and put them around the tins. Absolutely stunning! Just before the meeting I got the sample artwork which was printed by the tobacco factory themselves. Compared to my own prints it was a bit grainy and dark. Still ok but I am a perfectionist, it was not up to my standards. The thing was, I forgot to ask Hans how we should do things with the labels and Hans forgot to inform me that we were better off printing the labels at a professional printing-company. Another lesson well learned. Now I luckily can perfectly live with the printed labels.

So, FINALLY here are the 3 Dutch/Belgian Pipe Smokers Forum tobaccos:

P10607532

Genietmoment

GENIETMOMENT
Contents: Black Cavendish, Golden Virginia, Burley
Flavouring: Coffee, Vanilla
Packaging: 100g tin
Tin description: Create an enjoyable moment for yourself with this high quality mixture, consisting of Black Cavendish, Golden Virginia and a bit of Burley topped with an aroma of coffee and vanilla.
GenietmomentBackground information: One of my ideas for the aromatic forum tobacco was to do something with coffee. I come from the Dutch province of Noord-Brabant where taking the time for a nice cup of coffee is common. But a coffee flavour is very difficult to incorporate in a tobacco because it has a tendency to dominate. Despite that Hans and myself were successful in creating a delicious mixture by the addition of some vanilla. The main ingredient is Black Cavendish (also typical Dutch) with some Golden Virginia added and a bit of Burley. The inspiration for the artwork I got from coffee and beautiful women. Both enjoyable for most men. I also found it nice to put a woman on the cover because of our female forum-member, Monique (Milleluci).

Janneman Flake

Janneman Flake

JANNEMAN FLAKE
Contents: Brown and Red Virginias, Perique
Flavouring: None
Packaging: 100g tin
Tin description: Pressed brown and red fire-cured Virginias, full and soft of taste, are cut into long flakes and together with a pinch of perique, to round off the whole, they provide a fitting tribute to the “pater noster” of the Dutch/Belgian Pipe Smokers Forum: Janneman.
Janneman_FlakeBackground information: On the PRF Rotterdam-meeting last year we talked about forum-member Janneman, that he meant a lot to many starting pipe smokers. Many folks of the forum got there because of the movies or Pijpenboek from Janneman. Would it not be nice to honour him with something? We asked ourselves. At that moment the whole forum tobacco story had just begun so I said “Isn’t it  a nice idea to honour Janneman with a forum tobbacco?” Everyone agreed and I kept the idea throughout the whole journey. So Janneman, thank you for inspiring many of us! The flake itself is very natural, full and interesting of taste and contains Red Virginias, firecured Brown Virginias and a bit of Perique. The artwork stands for another hobby of Janneman: flying of kites.

Brullende Leeuw

Brullende Leeuw

BRULLENDE LEEUW
Contents: Light and Red Virginias, Latakia, Oriental, Black Cavendish, Perique
Flavouring: None
Packaging: 100g tin
Tin description: The exquisite balance of this exotic mixture stands for the unity between the Dutch and Belgian Pipe Smokers Forum members. That together many pipes may be smoked!
PRF_Tabakken_K&K.inddBackground information: Like I already told,when it became clear that the latakia mixture was not according to my standards I decided to fall back on Plan B, using an already existing supreme quality tobacco. I immediately knew which one I wanted, I did not know if I was able to actually get it. And luckily I could get it. The blend is beautifully balanced with light and Red Virginias, Latakia, Oriental tobaccos, some Black Cavendish and a pinch of Perique. For the artwork I was inspired by the unity of the Belgian and Dutch forum members. The lion stands for a nice shared symbolism, thus the name “Brullende Leeuw” (Roaring Lion).

The forum tobaccos are available for everyone at the webshop of HU Tobacco.
For your information, HU Tobacco also ships to the US and other countries. For questions please e-mail Hans Wiedemann, he speaks English (and German of course): hu-tobacco@t-online.de

Kind words of Hans to the forum who sums it all up pretty well

Kind words of Hans to the forum who sums it all up pretty well

Last but not least I want to thank:
– Hans for the wonderful cooperation, without you this all would not have been possible!
– The members of the Dutch/Belgian Pipe Smokers Forum for being a great bunch (thanks for the whisky!) and having faith in me.
– The tobacco testing members of the forum who’s opinions and advice about the tobaccos and other things have been very valuable to me.
– The forum tobacco distributors in The Netherlands and Belgium, you made my work a lot easier.
– My dear friend Ed.
– My girlfriend Ellen for her everlasting support <3.

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Attractive Aromas

Me sniffing at raw tobacco leaf at the DTM factory

Me sniffing at raw tobacco leaf at the DTM factory

Tobacco leaf is the main source of flavour and aroma in any tobacco product (Duh!) But aside from latakia and perique (which are stinky enough from themselves) and orientals, raw leaf itself has little smell or taste. And by raw leaf I mean Virginias and burleys, they are almost always cased. For example, I’ve smelled pure and dry Virginias in the tobacco warehouse from the German DTM factory. It made me think of fish-food in stead of the hay-like aroma I am used to. Also tobacco crops vary from year to year, they are not consistent. So flavouring supplements are necessary to create both taste and aroma and help maintain a consistency in them. In the early days tobaccos had a subtle flavouring, but at the end of the 1960’s the high aromatics came into fashion. You know, the kind of blends that dissolve the glazing on your teeth and your girlfriend/wife love.  Anyway, additives to tobacco products can be classified in two categories: casings and top dressings (toppings).

No tongue bite please!

No tongue bite please!

Casings: Sometimes you read on labels of tins that a blend for example contains unflavoured Virginia and/or burley. Well, the truth is that very few tobaccos have no flavouring at all. Although a casing can be as simple as sugared water or honey. I know that DTM uses honey for the casing of many of their raw tobacco leaves, the factory floor is pretty sticky because of it. Casings are used at the early stages of tobacco processing to ease the negative qualities of a certain kind of leaf. Ehmm.. Some burleys can be somewhat sour and produce a more alkaline smoke, which can lead to the dreaded tongue bite. The use of a sweetener, a casing containing some sugar, can solve both problems. Some Virginias can be harsh, but also here, with the right casing that can be fixed. In general (of course their are exceptions) casings are not used to flavour the tobacco as much as to make it ready for other processing. Like you make a mild marinade for a piece of chicken to slightly give it a flavour, make it more tender and prepare it for cooking.

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Casing machine at DTM

The flavour of a casing should be compatible to the base tobacco that is used. For example, white burley has a certain kind of nuttiness and would match well with chocolate. Which is a commonly used casing for burley. The tobacco which has to cased is put into a machine that somewhat resembles a large clothes dryer with little sprayers on the inside. The casing is then heated and injected into the chamber. Through the use of tumbling, steaming and vacuum pressure the casing works its way into the leaf. Casings are often steamed into the leaf. The steam helps to open the pores and insert the added flavour into the tobacco. Because of this process, casings are usually water-based. After the casing of the tobacco it is dried. Often by putting the leaf on a conveyor which passes through a heated chamber. This reduces the overall moisture content of the tobacco to a level that is more manageable. This level generally is between 12% (pretty dry) and 22% (very moist). The ideal moisture for smoking depends on you, the smoker. But usually it is between 13% and 16%.

Rope tobacco

Rope tobacco

The following step will be determined by what the blend is supposed to be. If the intention of the final product is to be an unflavoured blend, for example a Virginia/perique or latakia blend, then the base tobacco is ready to use right after coming out of the heating chamber. The tobacco will be put in a container or something like that in which the finished blend, combined with the other components, is mixed and then is packaged. If the the final product is to be a plug, flake or rope the process starts with raw leaf that will be cased like I told above. After coming out of the casing machine the leaf immediately goes into the press. This because higher moisture is needed to get a good pressing. Or it goes through the drying procedure and is re-hydrated to the right level.

Thanks to top dressings the (in)famous Captain Black White is what it is..

Thanks to top dressings the (in)famous Captain Black White is what it is..

Top dressings (toppings): These are flavourings that most of the time are applied at the end of manufacturing process. That signature flavour, that particular tin aroma, that heavenly room note; all the responsibility of the top dressing. They are usually alcohol-based. When the water based casing is applied, the drying process will bring the tobacco back down to the correct humidity. But at the end of the process the blender wants to avoid having to use heat to re-dry the leaf a second time. So he uses an alcohol-based flavouring and allows the tobacco to rest for a couple of days. The alcohol will evaporate which leaves the concentrated flavour behind with little additional moisture.

Propylene glycol

Propylene glycol

Most casings and top dressings contain a “fixing agent” to assure that the flavourings will stick to the leaf and remain stable until used. In addition to fixing agents hygroscopic agents are used. Hygroscopic agents are chemicals used to control the moisture content of tobacco. They prevent the tobacco from becoming too dry in a dry climate or from picking up moisture in a humid area. The most widely used agents are sorbitol, propylene glycol and glycerine.

Andreas Mund and me before shelves full of concentrated flavours

Andreas Mund and me before shelves full of concentrated flavours

Concentrated flavourings are preferred by most tobacco blenders. This because the extract/concentrate can be manufactured much more uniformly and is less subject to changes while being stored than natural flavourings. When I visited the DTM factory I saw shelves and shelves full with all kinds of concentrated flavourings. According to master-blender Andreas Mund the city of Hamburg (pretty nearby the factory) is the centre of the world for concentrated flavourings. Lucky DTM! It was a strange experience when I opened up some of the flasks and bottles and sniffed the contents. You read something on the label like “chocolate” and when you smell it you absolutely don’t recognize it because it is THAT concentrated. So it won’t be a surprise that some blends use as little as 8 tablespoons of fluid per 100 pounds of tobacco.

Chocolate

Chocolate

Here are some of the most common flavourings:
Chocolate is manufactured as a natural product from the coco bean. It may be fortified with some cocoa which is synthetically produced.
Fruit flavours are obtainable in both natural and synthetic form. Natural fruit flavours are extracted from processed fruit.
Licorice comes from the licorice root and can be fortified with synthetic chemicals.
Menthol can also be made synthetically or it can be used in its natural state which is distilled from peppermint oil.
Rum used in tobacco is most of the time the Jamaican type. Jaaah man! It can also be synthesized.
Vanilla can be used in its natural form but for the most it is manufactured synthetically.
Wine flavours are as varied as the types of wine available: burgundy, sherry, madeira, etc.

Gawith & Hoggarth: Kendal's Banana Gold. One of the few blends anywhere with banana-aroma

Gawith & Hoggarth: Kendal’s Banana Gold. One of the few blends anywhere with banana-aroma

It is very difficult to create a good aromatic blend. You have to take in consideration the natural aroma of the leaf plus whatever the casing adds. Virginias often have a hay-like aroma and if that is not taken into account you could end up with something entirely different than you were hoping for. Also certain flavourings take advantage of other ones. A bit of vanilla boosts the taste of chocolate. Or flavourings have a tendency to overpower others, like coconut. And then there are flavourings that just don’t match with tobacco in general. For example, Paul has always looked for a blend with a nice banana-flavour and has not found one yet. Banana and tobacco.. Should work one would think. Well, I spoke with aromatic master-blender Michael Apitz from DTM and asked him why they did not have any blends with banana-flavour. He took me to the warehouse and showed some old tins with… Banana flavoured blends. “You know, there is a reason we don’t sell them any more and why they are collecting dust in the warehouse” he said. “They just don’t taste good and because of that people won’t buy them.” So it may take a whole lot of trying out before the aroma of a blend is acceptable.

And if you want to know why most aromatics don’t taste like they smell, have a look here: Who’s afraid of chemistry? (by Paul)

keep calmThese days every blender anywhere on the globe can make a high aromatic. But back in the days in the United Kingdom they had the “Tobacco Purity Law”. This law prohibited blenders from the use of large amounts of artificial flavourings and hygroscopic agents in the manufacture of tobacco products. In the early years of the Dunhill store Alfred Dunhill himself used to experiment at home with the creation of new blends. Regularly he got visits from police-officers who thought they smelled illegal things going on.. There was a list of additives that were approved and which had to be dissolved in alcohol or water. BUT they could only be applied at small percentages. For example, it was estimated that less than 0,5% of the weight of any given brand, manufactured in the United Kingdom, consisted of flavourings. This stood in contrast with some brands manufactured in the United States. There sauces constituted as much as 25% of the gross weight of the tobacco product. And in the case of Dutch tobaccos, this number was as high as 35%. So the blenders in the United Kingdom had to use the best quality tobaccos available, primarily the Virginia-type ones, orientals and condiment leaves like latakia and perique. And of course they had to have to skills to create outstanding mixtures. This with the help of all kinds of processing techniques such as stoving, toasting, panning, steaming and pressing. It wasn’t until the 1980’s that the Tobacco Purity Law was abolished by the Thatcher government so that American tobaccos could be sold in the United Kingdom.

Recommended aromatic blends are:
– Cornell & Diehl: Autumn Evening
– DTM: BiBo, Blue Note, Mediterraneo, Memories of Tuscany, Sweet Vanilla Honeydew
– HU Tobacco: Geniet Moment
– Lane Ltd.: 1-Q, Captain Black White
– Mac Baren: 7 Seas Regular Blend*
Neptune*
– Peterson: Sunset Breeze*
– Planta: Danish Black Vanilla*
– Stanwell: Melange*
– Sillem’s: Black
– Winslow: No. 1*, Harlekin*
– WO Larsen: Fine & Elegant*

* Available in The Netherlands

Arno’s.. Ehrr.. Olaf’s Favourite English

IMG_9993When I first contacted master-blender Hans Wiedemann from HU Tobacco at the beginning of 2012 I asked him if it was possible to receive some samples of his blends. From fellow Dutch pipe-smokers forum members Smoking Rob and Huub I had heard and read some positive things about Hans’ mixtures, so I was very curious. I mainly ordered samples from latakia blends. All blends were good but there were 2 “touchdowns”. One of them was Balkan Passion and the other one Olaf’s Favourite English. It was made by Hans for pipe artist Olaf Langner, who prefers solid English mixtures for his smoking den. That sounds just like my cup of (lapsang souchong) tea!

IMG_9997Package: Olaf’s is only available in typical German 100 gram “paint” tins. This because of the lid which resembles that of a paint tin. Ideal if you ask me, because it keeps the tobacco fresh for a long time. I opened my tin half a year ago (I have more tins open and I only smoke 2 pipes a day) and the little tobacco left inside is still as moist as the moment I first popped the lid. On the front is a nice drawing of Olaf and the name of the blend, on the backside a description of the contents. Inside on top of the tobacco is a paper insert with an illustration of a compass on it. The sign the mixture inside was blended and tinned by DTM.

IMG_9998Contents/composition: A sweet base of Virginias, 40% Syrian latakia, 10% Cyprian latakia, perique, quite a bit of Smyrna oriental, darkfired leaf and English black cavendish. Whooo Arno.. In your blog-post Syrian latakia you said that there is almost nothing left of that dark leaf! That is true and despite the contents description there is no Syrian latakia in Olaf’s. I smoked the mixture a couple of times and could not detect the Syrian leaf I know from blends like 3 Oaks Syrian and Wilderness. So I mailed Hans about this and asked if he could verify the use of Syrian latakia. A couple of e-mails further I read that DTM reluctantly acknowledged  there was no Syrian dark leaf inside Olaf’s. So from now on 50% Cyprian latakia is used in the blend. Oh, don’t be afraid the taste has changed because of this. I smoked some of a new batch and it was the same as the old one.. The tobacco itself looks dark with some blond strands and is mainly a ribbon cut with some small chunky pieces which make for easy packing.

noseSmell from the tin: A classic latakia mixture smell arises from the opened tin. Sweet, bitter, sour, salty and smoky notes. However, between these I detect something I can’t really define, a bit mushroom like odour. The only blend in which I smelled this before was GL Pease Lagonda.

011Taste: With a lot of latakia mixtures there is a bitter taste at the charring light. Not with Olaf’s. The latakia makes itself known but does not overpower, it provides a kind of full roundness of taste together with the darkfired leaf in which the Virginias can develop. It is not a latakia-bomb. Halfway the bowl the sourness of the Smyrna takes the upper hand a bit which combines nicely with the underlying Virginias and latakia. I know there is perique in the mixture but I think I get more of the spicy pepper side of it than the fruity side. Although… At three quarters of the bowl the smoky and salty latakia is a bit tuned down by the black cavendish. What I then taste I can best describe as a bit salty liquorice with a honey-sweet edge. Maybe that is caused by the combination of the perique and the black cavendish. In the last bit of the bowl the flavours slowly starting to fade out similar to that of the fading sound a great musical piece and in the end a fine grey ash is left.

pipeCombustibility: Once lit the mixture keeps burning pretty easy with few relights. No comments here.

thumbsRoom-note: I don’t see my girlfriend Ellen hurrying out of the chamber or coughing violently while I smoke Olaf’s so I guess the room-note is acceptable for a latakia blend. She has smelled worse.

The evening ended on a cozy note...Miscellaneous: Olaf’s benefits from a longer shelving time so the flavours have more opportunity to meld together. Pretty necessary for a complex blend like this one. When I opened my tin it was tinned one year before and I found it good for consumption. However, I am very curious how the mixture will taste after a couple of years of peace in my tobacco closet. The nicotine level is medium, it really is a late night smoke in that regard. Maybe it fits together well with a glass of fine whisky or red wine. Also because of the complex character of the blend I would not advise to smoke it in the morning. One thing that sometimes bothers me a bit about Olaf’s is that now and then it has the tendency to bite in the first part of the bowl. From the other side it could have something to do with my body chemistry on some days.

moneyPrice: My tin was a bit cheaper but thanks to German tobacco-taxes one 100 gram tin of this wonderful mixture will now cost you €18,35 ($24.21) in Hans’ online shop.

IMG_0001Conclusion: From the first puffs I took from this excellent blend I fell in love with it. For me Olaf’s Favourite English delivers everything I expect from a wonderful English mixture; it is complex but without bragging about it. All the flavours from sweet to smoky to leathery to sour to salty weave throughout the smoke in perfect balance. Personally I think this is one of the best latakia blends on the mainland of Europe and it can easily compete with the finest offerings from blenders like GL Pease.

Crazy From The Heat

Thermometer*Pffff* Hotdamn, last few weeks the weather here has been HOT and last week we even had a heatwave. During daytime 27°C – 34°C and in the nights around 15°C with a relative atmospheric humidity between 75% and 85%. Normally after work I go downstairs (I work from home 3 days a week), relax a bit, cook, eat and then I crawl behind my laptop with a nice pipe to do research and work on the blog. Nowadays I sit sweating behind my iMac in my underpants with the fan whirling at full-blast trying to do my job. Afterwards I cook as easy as possible (one-pan dishes, bread, cold meat/fish-salades), watch a little bit of TV (the living room is the coldest inside area of the house) and sit outside with a pipe. Exhausted.. Some people have all the energy with this heat but because of my ehmm.. pretty full posture I am just glad I can do the things I have to do. Nothing more..

Sheep-in-the-Mist-6757-585x390We Dutch often refer to the Netherlands as our “chilly frog-land” (koud kikkerlandje). This Dutch expression reflects the way we see our own country most of the time: cold and damp. Ok, Holland is certainly not tropical but neither is it frozen. Meteorologically speaking, the country is located in a temperate weather region with moderate temperatures. Our capital, Amsterdam, is on roughly the same line of longitude as let’s say Calgary in Canada, Warsaw in Poland and the city of Irkutsk in Eastern Siberia. But unlike them, we enjoy the warm benefits of the Gulf Stream (the global air current which draws tropical air from the Caribbean area up to the north-west of Europe). This means Amsterdam has warmer average temperatures than its sister-cities I just named. Whohoo!! Unfortunately this airflow is occasionally (but often rudely..) interrupted by colder continental air from eastern central Europe.

europa_niederlande_im_unterricht_karikaturWith the North Sea on our western and northern coasts, marine conditions play a major role. So weather at the coast is often quite different than the weather in inland areas. Coastal areas are generally more temperate: wetter and cooler in the summer and wet but warmer in the winter. The inland areas, especially to the south, often experience the highest national temperatures in the summer and the coldest in winter. Despite the higher average inland temperatures, there are more hours of sun per year at the coast. German tourists have known this for years and traditionally head for our beaches during summers to dig pits in the sand..

3868311238_aa09956b00There are few extreme weather conditions in Holland. Ok, once every 3 year we have a heatwave, like now.. But within these limits the overall weather can only be described as changeable. “Niets zo veranderlijk als het weer” (Nothing is as changeable as the weather) is a much used expression. This means that it occasionally gets rather cool in summer and rather warm in winter. The winters can vary from mild to very cold indeed but temperatures below -10°C  are rare. Of course the harsh winds can make it feel a lot icier.. The sheer flatness of mountain-less Holland (our highest “mountain”, the Vaalserberg is 322,7 metres..) means that weather and temperatures can change quickly without warning as weather rushes unhindered across the country. Our successful use of the famous windmills exploited this phenomenon. Cold fronts from inland eastern Europe can abruptly drive sun-lovers (and Germans) from the beach in the middle of summer while sudden cold waves can occur in the middle of an otherwise mild winter. But we don’t mind that last thing because it often means we can enjoy our national sport once again: ice-skating.

Thunderstorm above Olst where I live

Thunderstorm above my home-town

Like now in the summer, Holland has more than its fair share of hot, clammy days. Cycles that begin with a day or two of sun, gradually overwhelmed by increasing humidity as atmospheric pressure increases. The cycle ends in a predictable, often spectacular thunderstorm (just had one), which clears the air until the next cycle comes along a day or two later. So at the beginning of such a cycle you best keep the house dark and doors and windows closed to keep the heat outside. Just when the inevitable thunderstorm has passed you can throw everything open to let the cooler air cool off the heated house.

GL Pease Robusto ©GL Pease

GL Pease Robusto ©GL Pease

It seems that with the change of the seasons my taste for certain tobaccos also changes. In wintertime I smoke all kinds of full latakia mixtures and in autumn and spring sometimes a Virginia or a VaPer gets added in the rotation. But with these hot days I hardly smoke blends with the dark leaf. It is just too.. Demanding, too heavy, too dark for my palate.. Two exceptions, after a thunderstorm you can smell the wet earth in the air and when I then sit outside I like a good spicy balkan blend. Also mr. Pease made a blend called Robusto which was inspired by the famous Balkan Sobranie Virginia no. 10: Virginias, orientals, a bit of latakia and a bit of cigar-leaf. Especially that last ingredient goes well with the heat. Cigar-leaf was made in and for hot weather.

50 gr. of pure Semois tobacco

Pure Semois tobacco

But in general summertime for me is the time for all kinds of Virginia tobaccos, VaPers, aromatics and Semois. The Virginia tobaccos I smoke must preferably be light, so I regularly go for Orlik Golden Sliced, the similar Jurewicz Neumarkt Special 2002 and Capstan. The king of VaPers, Escudo, is too heavy for me in summer. But it’s cousin Peter Stokkebye Luxury Bullseye Flake with the cavendish core just fits the bill for me. The few aromatics I now smoke are DTM Sweet Vanilla Honeydew and Planta Black Vanilla. The Belgium Semois leaf seems almost made to smoke in warm weather. Maybe because of the light cigar-like taste. When I put some in one of my corncobs it is pure bliss. Not too demanding for the palate but interesting enough to keep the attention.

Anyway, I am going to enjoy a glass of cold Belgium beer and a pipe filled with Robusto. Latakia fumes have the handy characteristic that they keeps those damn mosquitoes away. It is not often that Ellen sits close to me when I smoke a mixture with the dark leaf. But she hates the blood sucking insects more than the smell coming from my pipe hehehe..

Whisky and Tobacco (by Paul) – Part 2.

This is part 2 of the “Whisky and Tobacco (by Paul)” post. Click here for part 1.

Jim_Beam___White– Virginia / Perique blends:
Tobacco blends with Perique have that typical sour aroma and taste. There are not many “sour” whiskies/whiskeys. But you could try an American Sour Mash whiskey, like some well known brands produce, like Pappy Van Winkle, Jim Bean, Woodfort Reserve, Maker’s Mark, Wild Turkey and some Jack Daniels expressions. Note that the Sour Mash process is used in almost all Bourbon and Tennessee whiskeys. If you are looking for that typical aroma, check the indication “sour mash” on the label. The process doesn’t make a whiskey with a sour aroma-note as per definition, they can turn out very sweet and with vanilla/caramel aromas.

As for Scotch single malts I can’t easily come up with whiskies which have a sourly aroma or taste. It’s a taste most whiskymakers do not want in their whisky. The only one I ever encountered that would fit in here is an independent bottling of Edradour 10 yo from The Un-Chill-Filtered Collection, distilled 12-08-1998 and bottled 20-11-2008, 46% alcohol and from cask No. 286.
Besides looking for a sour taste in the whisky (and because Perique brings out more complexity out of the Virginia tobaccos) you could try such a tobacco-blend with a more complex whisky, like mentioned next, under Virginia/Oriental blends.

royal_lochnagar_12_yo– Virginia / Oriental blends:
Typically a single malt like Royal Lochnagar 12 yo brings out a leathery note, which I think would combine easily with an Oriental tobacco blend. It also brings out a little peaty flavour and aroma. Other light to medium peated whiskies would do nice in my opinion, like Springbank 10 yo, Scapa 16 yo and Isle of Jura Superstition.

I think a Virginia/Oriental tobacco blend can be perfectly combined with more complex whiskies, such as Highland Park 18 yo, Loch Lomond Old Rhosdhu 10 yo, Glen Garioch 12 yo or a Glen Spey 12 yo.

15yo-551– Virginia / Burley blends:
Burley can give a tobacco some hint of chocolate. And in some whiskies you can find that aroma too. Bladnoch 15 yo would do fine (chocolate, orange and even a tobacco aroma can be found) or the Glencadam 15 yo. These whiskies are not too strong in taste and aroma, which combines nicely with the Virginia-based tobacco.

spsob.12yo– Burley / Kentucky blends:
Here too the chocolate can be found, but I think a Burley/Kentucky tobacco is often somewhat stronger in aroma and taste than a Burley/Virginia. Therefore I would recommend a whisky that is a bit more “present” in the nose and on the tongue, like Glenrothes from about 14 yo or older or a Speyside 12 yo. The latter shows even more chocolate with a few drops of water (and don’t exaggerate on the water!).

Lagavulin-16-Jahre-07-Liter– Latakia blends:
Well, this is the territory of the man who get hair on their chests while smoking these kind of tobacco-blends. And mind you, there are whiskies which grow hair on your chest too: the peaty ones.  A few examples of medium to strong peated whiskies are Lagavulin, Caol Ila, Bowmore, Ardbeg, Laphroaig, Kilchoman (all from the Isle of Islay) and Longrow (the peaty one from Springbank) or Ledaig (the peaty one from Tobermory). But also some brands, less known to produce peaty whiskies, have managed to bring some nice peaty expressions. Like the Isle of Arran Devil’s Punch Bowl, Croftengea 5 yo or Inchmoan 4 yo (both from the Loch Lomond distillery) and Ardmore Fully Peated Quarter Cask finish. The famous Talisker from the Isle of Skye matches evenly well with a Latakia tobacco. And distilleries from the Isle of Islay that have a non-peaty house-style sometimes produce a peaty whisky. Like the Port Charlotte expression from Bruichladdich and the Moine-series from Bunnahabhain. The last one only bottled by independent bottler The Ultimate from Amersfoort, The Netherlands.

302– Cigar leaf blends:
With tobacco blends which include Cigar leaf I think a lot of peaty whiskies can be combined perfectly. Also whiskies with some leather-aromas would do fine (like the mentioned Royal Lochnagar 12 yo). But one specific single malt comes to mind to accompany a cigar leaf pipe tobacco and of course a cigar as well: the Dalmore Cigar Malt. If you like these kind of tobaccos or you are a cigar aficionado as well as a pipesmoker and you are looking for a balanced whisky to go with the smoke, this is the best I can recommend. It balances perfectly with the smoke and even let’s behind an oily film in your mouth. Which makes the smoke, either pipe of cigar, very pleasant.

Whisky casks

Whisky casks

So, in general:
Keep in mind that maturing on ex-American whiskey casks creates whiskies with vanilla and caramel. They vary from dry to pretty sweet. Maturing on ex-sherry casks mostly give more complex whiskies. With aromas varying from fruits, chocolate and flowers to nutty aromas and even aromas of other distillates like brandy and armagnac.

1316408608_1316417382844Pipe-smoking and whisky-drinking:
In closure I would like to make a kind of statement. People often ask me if smoking is allowed while drinking whisky. My opinion on is this: When you are drinking socially or just to relax and take some time for yourself to enjoy the good things in life, please smoke, drink and eat what you like and how you like it.
However, when you are seriously “nosing and tasting” your whisky, it’s better not to smoke. The same goes for exploring a tobacco trying to define the aroma’s which are in it: better not drink or eat while searching for the fine nuances in your mixture. The one interferes your perception and findings of the other. Whether you are exploring whisky while smoking or exploring your tobacco while drinking a fairly strong drink like the ” water of life”. For instance, the Scotch single malt whisky Highland Park 18yo is a very complex whisky with 24 detectable aroma’s. If you are really exploring this whisky, a smoke will have effect on your nose. Thus making it very hard searching for such fragile distinctions in whisky aroma’s.
Having said this, I can assure you that I like to smoke my pipe or a good long-filler cigar while enjoying my whisky. Even my complex Highland Park 18yo, when I’m just relaxing and enjoying my passions: pipe-smoking and Scotch single malt whisky.

Enjoy your smoke and your drink,

Paul

Whisky and Tobacco (by Paul) – Part 1.

The evening ended on a cozy note...Once in a while, mostly late in the evening when Ellen is already asleep, I like to indulge myself with a glass of good whisky. Often in combination with a pipe. Unfortunately I know very little of this distilled alcoholic beverage that is made from fermented grain mash, only that I like it. What I do know is that I enjoy a glass of peaty 16 year old Lagavulin paired with a pipe filled with leathery, smoky Penzance. Hmm.. I wondered.. Would there be more combinations possible between whisky and tobacco?

Paul

Paul

The man to ask this question to is Paul, who some of you may know from the “Who’s afraid of chemistry part 1 and 2” posts. Besides pipe smoking he also enjoys a good whisky. Well, several good whiskies. Ok, a lot of good whiskies. The man is a walking whisky encyclopaedia and has bottles and bottles of the finest “water of life” at home. Paul also does so called “nosings and tastings” in which, together with a selected group of people, he discusses how to distinguishing smells and tastes with whiskey. He also provides background information about the production process, the components of the distilleries, specificities of whisky, whisky regions and distilleries, wood and barrels, water and peat, boilers, other technical aspects etc. So I asked him to write a post about which whisky goes best with which tobacco. Before I let you read the piece Paul wrote I have to mention that throughout his story I linked to whisky reviews. Now not every reviewer thinks the same about a whisky (the same goes for tobacco) so all opinions and recommendations are Paul’s and are based on his knowledge and vast experience.

1For this article I want to write a bit about one of my other passions besides pipe-smoking: whisk(e)y. Arno has asked me: which whisky goes best with which tobacco? Hmmm, tough question to answer, because one person likes to adjust the tobacco aromas with the whisky aromas and another likes some contrast in tobacco and whisky while enjoying them together.

A LOT of whiskies

A LOT of whiskies

My specific love goes out to the Scotch single malt whiskies, so you will find them in my examples. But in this article I will occasionally mention the Irish and the American whiskeys too; sometimes with a specific brand-name and expression, sometimes as a group. In Scotch single malt whiskies 400 (four hundred) aromas have been found, so you will understand I can only give “some” guidance on brands and expressions. There are about 10.000 – 12.000 Scottish single malt expressions on the market, including the many independent bottlings. A list way too big to insert them all in this article. So please look upon the following tips and names as a first direction you can follow. For specific questions I will gladly be of service to answer anything on the subject of whisk(e)y. You can use the e-mail on my website www.whiskyinfoplus.nl (in Dutch, but you will find the e-mail button).

Well, this is not entirely true Batman..

Well, this is not entirely true Batman..

For the purists on this heavenly brew, who might have noticed the “e” in the name of the drink: Irish and American whiskey is written with the “e” in the name, all the other whisky producing countries spell it without the “e”. If generally mentioned I will write whisky in this article as the Scots do. If I mean specific Irish or American whiskey, you will notice the extra “e”. A final remark upfront: “yo” is not only a rap-word from guys like 50-Cents and others, but stands for “years old”, which is the age statement of the whiskies ageing in the casks.

Bushmills 16yo

AROMATIC BLENDS:

– vanilla and caramel:
Most American Bourbon and Tennessee whiskeys have quite some vanilla/caramel aromas, which go perfectly with a vanilla flavoured tobacco.
As do a lot of Irish whiskeys, such as Bushmills 16 yo, Magilligan 5 yo, Greenore 8 yo and Redbreast 12 yo.
Most Scotch single malts have aged in ex-Bourbon or ex-Tennessee casks and they almost always have aromas like vanilla, caramel and/or butterscotch. Like Glengoyne 12 yo, lots of The Macallan expressions, Deanston 12 yo, The Glenlivet and Glenfiddich single malts up to 15 yo. This also goes for most of the brands from the Speyside region, as long as they have matured on casks formerly used by American whiskey makers.

Drumguish

– honey:
A lot of whiskies can have some honey aromas, i.e. Drumguish (from the Speyside distillery, no age statement on the label), Speyburn Solera (which combines the honey with oranges) or The Macallan Fine Oak 10 yo.

Oban 14 yo

– orange/grape/citrus:
An aroma which also can be found in Scotch single malts, like Oban 14 yo, Speyburn Solera, Old Pulteney 12 yo (grape/orange like aroma) and Fettercairn Fior.

Tomatin 25 yo

– red fruits like berries, raspberry, blackberry, etc.:
Tomatin 25 yo has a few expressions with berry-aromas. Further you have Springbank 13 yo Port Cask, Lochside 10 yo and Glencadam 15 yo.

Glenturret 10 yo

– floral aromas:
Glenturret 10 yo brings out some floral notes, as well as a lot of whiskies which have matured on ex-sherry casks, like Glengoyne, Genfarclas 15 yo, Mannochmore 12 yo, Glenmorangie Lasanta 12 yo, Benriach 12 yo, Aberlour 12 yo and most whiskies which boast “matured in Oloroso/sherry/Pedro Ximenez casks” on the label.

Littlemill 8 yo

VIRGINIA BLENDS:
Almost all of the time an Irish whiskey matches perfectly with Virginia tobacco. There are far over 100 Irish whiskeys, blends, single malts, single grains, pot stilled or continuously distilled whiskeys. All with their own specific character but mostly a bit more “friendly & easy-going” in taste and aroma than the average Scotch single malt. You almost can’t go wrong combining a Virginia tobacco filled pipe with an Irish whiskey.

Scotch whiskies from the Lowlands also combine fine with the light sweet aroma of a lot of Virginia tobaccos. Think of Lowland whiskies like Auchentoshan 12 yo, Littlemill (if you still can find it, the Littlemill 8 yo has a typical aroma of a freshly mowed lawn), Bladnoch and Glenkinchie. But a Speyside region whisky like Knockdhu 12 yo or a young (under 15 yo) Knockando will do just fine as well. Ever tried Highland whiskies like Deanston 12 yo or Dalwhinnie 15 yo to go with your Virginia tobacco? Both, with their heathery and sweet notes, will bring out the sweetness of your Virginia pipe tobacco.

This post continues in part 2.

Oh Capstan, my Capstan

The new MacBaren-version Capstan tins © PipesMagazine

The new MacBaren-version Capstan tins © PipesMagazine

These days there is a lot of news surrounding Capstan. This because after an absence of 18 years the legendary brand returns to the USA. Not only as the well-known flake, but also as the lesser-known ready rubbed. Also the manufacturer is no longer Orlik / STG, but another Danish company, MacBaren. Of course under license of Imperial Tobacco. Luckily we in Europe were able to enjoy Capstan all this time. It actually is one of the few tobaccos that is available in The Netherlands that I like very, very much.

Old Capstan Navy Cut ad from 1898

Old Capstan Navy Cut ad from 1898

Capstan already exists for a looong time. The brand was introduced by W. D. & H. O. Wills around 1893. The company was founded as Wills, Watkins & Co. by Henry Overton Wills I and his partner Watkins. He opened a shop in 1786 Castle Street, Bristol in 1786. After the retirement of his partner in 1789 the name became “Wills & Co.”. From 1791 to 1793 the company was known as Lilly, Wills & Co when it merged with the firm of Peter Lilly. Then, from 1793 to Lillly’s retirement in 1803, as Lilly and Wills.In 1826 Wills’ two sons, William Day Wills and Henry Overton Wills took over the company and finally in 1830 the company took the well known name of W. D. & H. O. Wills.

Sorting and cutting tobacco for mixtures at the Bristol factory in 1926

Sorting and cutting tobacco for mixtures at the Bristol factory in 1926

The company was good for its workers and pioneered canteens, free medical care, sports facilities and paid holidays. Their first brand was “Bristol”, made at the London factory from 1871 to 1974. “Three Castles” and “Gold Flake” followed in 1878, “Woodbine” in 1888, Capstan around 1893 and Three Nuns from 1957 to the late 1980’s. The company not only had factories and offices in Bristol, but also in Swindon, Dublin, Newcastle and Glasgow. The largest cigarette factory in Europe was opened at Hartcliffe Bristol in 1974 but closed in 1990. The beautiful Art Deco Newcastle factory closed in 1986. In 1901 Sir William Henry Wills formed the Imperial Tobacco company from a merger of W.D. & H.O. Wills with John Player & Sons of Nottingham and 11 other independent family businesses, which were being threatened by competition from the United States by the American Tobacco Company. Imperial remains one of the world’s largest tobacco companies. The last member of the Wills family to serve the company was Christopher, the great great grandson of H.O. Wills I. He retired as sales research manager in 1969. Some time after the closure of the Bristol plant the making of Capstan was finally licensed by Imperial Tobacco to Orlik and now MacBaren. For more (old) pictures of the W.D. & H.O. Wills factories click on this link.

My old (± 1989) Capstan Navy Cut Medium tin

My old (± 1989) Capstan Medium Navy Cut tin

My love for Capstan began when I made a bid on an old Medium Navy Cut tin on the British e-bay. And did not win it.. Fortunately something went wrong with the winner and the seller approached me if I wanted the tin. Of course, but not for the money the winner offered. I’m still Dutch after all. That was possible and after some price negotiations she sent me the tin. It was my first vintage tobacco so I eagerly pried with my Czech pipe-tool under the lid and was rewarded with a *Ssssssss*. The flakes inside smelled absolutely hea-ven-ly. Since then I never came across a vintage tobacco that smelled so nice. A deep, sweet hay / grass/ raisins / figs aroma that reminded me of the hay-barn of my uncle and aunt. Even to this day, when I stick my nose in a Capstan tin I have to think of that. *Sighs* Good ol’ times.. Speaking about those, Capstan used to be the favourite tobacco of well known writer J.R.R. Tolkien and also later of his son Christopher until he quit smoking..

Older rectangular Orlik made Capstan tin

Older rectangular Orlik made Capstan tin

When I put a flake in my Winslow Harlekin and lit it my taste buds had a shuddering orgasm. Before that I smoked some aromatics and wasn’t converted to the dark latakia leaf yet. The taste was full and naturally sweet with the hints of hay and raisins / figs that I smelled before. In other words, the Virginias had aged very well. Yes, that old Capstan really was an eye opener. So I mailed the e-bay lady if she had any more tins left that she was willing to sell and asked how she got does. She answered that she had acquired them from the left over inventory of a closed tobacco-shop and that she had a couple more tins left. I bought those and I still have them. Only on very special occasions I pop one open. After I finished the old Capstan I went looking for the new version. I was in luck, the local tobacco store had one left. When I got home I opened it and was a bit disappointed. Yes the sweet hay/grass/ raisins / figs aroma was there but it lacked the depth of the Old Capstan. But that is not so strange since it was a new tin..

STANUNED flavour info

STANUNED flavour info

When I did some research about the Capstan topping (I knew it wasn’t all-natural) I stumbled upon the used flavour in the earlier years. It had the code-name STANUNED. After some more research I discovered that the Tonka bean (tonquin, coumarin) was used as  an ingredient. Unfortunately the use of tonka bean in pipe-tobacco is now prohibited in most countries.. So I wonder how the current topping is made. A chemical rip-off? Imperial Tobacco has the original recipe so who knows what they have done to it over the years..

Different Capstan tins FLTR: W.D. & H.O. Wills tin, older Orlik/STG tin, later Orlik/STG tin, MacBaren tin

Different Capstan tins fltr: W.D. & H.O. Wills tin, older Orlik/STG tin, later Orlik/STG tin, MacBaren tin

Ok, now it is time to do some comparisons between the Orlik / STG version and the new MacBaren version. As you can see in the picture on the left both the latest Orlik / STG tin and the new MacBaren one are identical. The folks in the USA are fine, every new tin is the MacBaren version plus it has the manufacturing month and year clearly stated on the back. But here in Europe we have some “old” Orlik / STG stock left that looks exactly the same as the new one! The same yes, only the codes on the back of the tin are different.

IMG_9538Let me explain. On the picture on the right you see the backside of the two similar Capstan tins. Left the Orlik / STG version, right the new MacBaren. The Orlik / STG tin has 10 digits and then 4. The MacBaren one has 8 and then 5. That is the difference. As you zoom in on the MacBaren tin you see: 09130281 30212. This is how the code can be deciphered:
09 = Packing machine used
13 = Year of packing
028 = Calendar day of production. That means day 028 in 2013. January 28th.
1 = Shift (1 indicates it is packed on the day shift)
The 5 digit number is the internal batch number.
The Orlik / STG tin code is a bit harder to crack: 1208025527 0164.
12 = Year of packing
08 = Calender day of production. That means the 8th day of the month.
02 = Month of packing.
What the rest of the digits mean, no idea.. The 4 digit number is an internal batch number I guess. But this tin comes from February 8th 2012.

IMG_9543When you open both tins the flakes inside look the same (I already smoked from the MacBaren version at the time of the picture). Ok, maybe the Orlik / STG verison is a tiny bit darker but that is because it is almost a year older. The tin odour is also almost the same although I find that the MacBaren version smells just a bit sharper. Also maybe because of the youthfulness of the flake. I must say that that sharp edge goes away after a week after opening. For the last one and a half week I have been smoking both versions extensively in different pipes. And… I can detect no real difference. They both are a damn fine smoke. The Orlik / STG version tastes just a bit rounder, fuller but once again, that could very well be the age difference. Also Orlik / STG have brought 2 flakes on the market: Orlik English Original and Orlik English Gold. I have not smoked these but it is said that they are similar to the Blue and Yellow Capstan.

MacBarenTruthfully I never expected that MacBaren could pull off a tobacco that I actually like very much. I am not a big MacBaren fan to be honest.. But they have done a damn fine job with the new Capstan, I got to give them credit for that. And for the people who say, it tasted better in the past! Yes, the old W.D. & H.O. Wills tins taste superior. But keep in mind the formidable ageing of the Virginias! Anyway, I am just glad that I can buy a new tin of an old brand without worrying.