Issue link: https://read.dmtmag.com/i/1537288
Tobacco Asia 43 Wismilak's Suwito (left) and Nana Irawati (right). Credit: Wismilak Wismilak: Heritage Player with a Handcrafted Heart Established in 1962 in Surabaya, East Java, Indonesia, PT. Gelora Djaja - known more widely as Wismilak - was already a household name in Indone- sia's clove cigarette market before it entered the premium cigar arena. "We launched our first hand-rolled cigar, the Wismilak Premium Robusto, in 1999," recalled Nana Irawati, cigar manager. "It became an immediate favorite among Indonesian smokers seeking a smooth, nutty flavor." Over time, Wis- milak expanded its cigar portfolio to include the Premium series, Selección series, and the Clásico series, each defined by unique tobacco pairings and profiles. Passion for purity What sets Wismilak apart? Well, every cigar is fully handcrafted. "No ma- chines, no shortcuts," said Mario Beazley, a company representative focusing on Wismilak's cigar portfolio. "It's about preserving the art form and honor- ing generations of skill." Wismilak uses Indonesian tobaccos alongside select imported leaves, including Connecticut wrappers and Ecuadorian Corojo. Meanwhile, leaf manager Suwito underscored the depth of domestic diversity. "From highland to lowland, we grow exceptional leaf. Every region gives us something special… spice, body, sweetness." Domestic stronghold, international exploration Currently, Wismilak sells mainly within Indonesia, but it has been laying groundwork abroad. "We've showcased at events in Dubai and Malaysia, and even at the Cigar Smoking World Championship," said Nana. "Our goal is to understand global tastes before diving in." This cautious expansion is backed by confidence. "We're proud of what we've built," Mario said. "We're not rushing. We're building the bridge the right way." Educating the market One hurdle Wismilak continues to tackle by at- tending tobacco exhibitions and related events has been re-framing perceptions. "Many con- sumers still assume a 'real cigar' must be Cuban, Dominican, or at least Central American," Nana explained. "We've made it our mission to debunk that myth and tell the Indonesian story, emphasiz- ing the exotic yet smooth profiles we've perfect- ed over two decades." And Mario capped it off perfectly by saying, "For aficionados looking for something new, our cigars offer the warm spice and cultural depth only Indonesia can deliver. And from a price point? We are very competitive." Outlook: a revival that is just getting started What's unfolding in Indonesia is not merely a comeback; it's a cultural reawakening. Anchored in legacy and lifted by modern innovation, com- panies like Besuki Raya Cigars, Monsoon Cigar, and Wismilak are reshaping perceptions of what Indonesian cigars can be – and, perhaps, should be. Whether it's BRC's strategic expansion, Mon- soon's boutique charm, or Wismilak's artisanal consistency, each player contributes to a dynamic mosaic. The world is taking notice… and the "eye of the day" is rising once again over Java's tobacco fields. Wismilak's Clásico Reserva. Credit: Wismilak