It’s not every day that you receive an invitation to the launch of a new cigar line, especially at one of London’s most exclusive new cigar spots – The Emory Cigar Merchants in Knightsbridge. With a black-tie dress code, I knew as soon as the invite landed in my inbox that this was an event I couldn’t miss. And I was right! This evening turned out to be one of the hottest tickets in town, and trust me, it did not disappoint.

For those who have been following my blog, you may already know that I’m a huge fan of The Emory Cigar Merchants. It’s a place I’ve been recommending since my visit last year, and it hasn’t lost its charm; I’ve returned quite a few times since. Both Nick Hammond and Cigar Aficionado have since written articles bigging up the venue too.

Located near Hyde Park Corner, just a short walk from cigar hotspots like The Garden Room @ The Lanesborough and The Wellesley, The Emory combines luxury and comfort perfectly. The cigar sampling lounge is situated on the roof of the hotel with terrific views over London. Whether it’s day or night, there’s something magical about this place – a proper relaxing retreat away from the hustle and bustle of London’s busy streets below.

The cigar launch

On Thursday evening, I arrived at The Emory, making my way in through the outside atrium.

I stepped inside and continued through to the lift that would take me up to the cigar sampling lounge.

Then boom I was in! 💥 This was no ordinary cigar event — EGM pulled out all the stops for the official launch of their new line. The atmosphere was electric. Everyone was dressed to the nines in black tie — I couldn’t help but feel like James Bond! 😄

I was handed a drink and the first cigar of the night — the Heraldos. I cut the cap and lit it… terribly, I might add. I swear, the more cigars I smoke, the worse I get at lighting them 🙈😬😂

I bumped into plenty of familiar faces from the cigar community, including Mario from Gosport’s Lord Cigar Lounge and Peter, a fellow aficionado I’ve had the pleasure of sharing a cigar with before.

The lounge quickly filled up with the crème de la crème of London’s cigar scene. My attention was immediately drawn to the centrepiece of the evening — the stunning cigar carousel, designed by the brilliant Massimo of DeArts, and fully stocked with the new EGM cigars. 🤩

For those unfamiliar with EGM Cigars (the initials of the brand founder Ettore Gabriele Moraschinelli), they’ve built a devoted following in just three short years. They are experts in branding and make great cigars. I covered their story in detail in a post earlier this year — check it out!

The cigars

The new line of cigars is called Empyrean — EGM’s most premium release to date. The name Empyrean comes from the Greek word Empyros, meaning “in the fire.” In ancient Greek cosmology, it referred to the highest heaven — the celestial realm where fire resided.

The lineup features three distinct cigars: Heraldos, Praxedes, and Paraisos (I can’t pronounce the names properly 🙈😂). Each cigar is aged for five years and crafted with exceptional attention to detail. Made in very limited quantities, these cigars use rare, well-aged tobacco from the Cibao Valley in the Dominican Republic. Rolled totalmente a mano by master rollers.

Visually, the Empyrean line makes a bold statement – with a design reminiscent of the iconic Cohiba Behike, they blend classic elegance with a striking modern touch.

Each cigar offers its own unique character — and the line is presented in a striking blue and gold varnished box, containing 10 cigars but also come as single sticks.

Let’s take a closer look at what each one brings to the table…

EGM Empyrean Heraldos

Heraldos is the shortest cigar in the line, measuring 130 mm in length with a 55 ring gauge. The factory vitola is Montesco. It has an oily, evenly coloured Dominican wrapper and a pronounced aroma of aged tobacco.

Origin: Dominican Republic
Strength: Medium to Full
Length: 130 mm
Ring Gauge: 55
Vitola: Montesco

EGM Empyrean Praxedes

Praxedes is the only pyramid format in the line. It measures 145 mm in length with a 57 ring gauge.

Origin: Dominican Republic
Strength: Medium to Full
Length: 145 mm
Ring Gauge: 57
Vitola: Pirámide

EGM Empyrean Paraisos

Paraisos is the longest cigar in the series, measuring 170 mm in length with a 52 ring gauge. The factory name for this vitola is Torre Iznaga. It is the only cigar in the line finished with a pigtail cap. The wrapper is Dominican, evenly coloured, and slightly oily.

Origin: Dominican Republic
Strength: Medium to Full
Length: 170 mm
Ring Gauge: 52
Vitola: Torre Iznaga

The Heraldos went down a treat, a beautiful mild, medium-bodied cigar offering a smooth, Cuban-like profile. The draw was effortless, and the flavours were balanced – a perfect introduction to the Empyrean line – one I would gladly smoke again.

As the evening got into full swing, the founder of EGM, Ettore Gabriele Moraschinelli, introduced the evening, spoke about the company’s rapid growth and the dedication they’ve put into crafting cigars that cater to both the seasoned smoker and the newer enthusiast and encouraged everyone to have a wonderful evening.

The second cigar of the night was the Praxedes, this had a slightly tight draw, but still had a good flavour, though I wish I had more time to properly savour it.

I didn’t get around to trying the third cigar, as I spent most of the night chatting and catching up with so many folk.

As the night wore on, food canapes did the rounds and more drinks were served.

I also had the pleasure of finally meeting Massimo of DeArts, the designer behind many of the humidors in London. I’d only ever spoken to him before on Face Time. He’s a true legend in the cigar world, and I couldn’t help but fanboy a bit when we met.

Also got to hang out with the folk from House of Holmes cigars and GQ Tobacco.

Along with our sisters of the leaf from the UK Aficionadas.

After a fantastic four hours at the event, I left feeling a bit tipsy, a little tired, defo needed to sit down haha, but thoroughly impressed by what EGM had accomplished 👏. Their commitment to quality, their passion for cigars, and their ability to create an unforgettable experience were all on full display. I walked away with a newfound appreciation for their Empyrean line and can’t wait to explore the range further.

Each guest was handed a bag containing three cigars from the Empyrean line as a departing gift. This was a nice touch – it gave us all the chance to savour the cigars in our own time, without the distractions of a crowded event. And let’s face it, there’s something truly special about sampling a cigar in the comfort of your own home, with all your attention focused on the flavours and the experience.

Final thoughts

In conclusion, the launch event was an incredible experience that combined the perfect venue, the finest cigars, and an unforgettable atmosphere. EGM is definitely a brand to watch. They’re doing something fresh and exciting, and their focus on engaging a younger crowd is something I really respect. And if you’re ever in London, do yourself a favour and check out The Emory – it’s a venue that truly lives up to the hype.

I’m excited to see where EGM goes from here, and I’ll be keeping a close eye on their future releases.

And what an honour to get invited to such an event, honestly it meant the world to me! And thanks to everyone for the wonderful conversations 🙏

For more information on EGM visit https://egmcigars.com/