Introducing Reserva Del Mercante XXX: A 30-Year Legacy

After three decades at the forefront of New Zealand’s cigar scene, Grant the Cigar Merchant is marking 30 years in the most fitting way possible — by launching a cigar brand of his own. But this isn’t just a personal milestone. - It’s a national one.

Introducing Reserva Del Mercante XXX — New Zealand’s first and only cigar brand.

“Reserva Del Mercante is about more than tobacco,” says Grant. “It’s a thank-you to every cigar lover in New Zealand who’s supported this passion of mine since day one.”

There is a lot to unpack in this announcement, including more than just the cigar brand, Those with a keen eye will spot some big news in the interview below and hints at a number of other bits of info, but for now, lets stick to the announcement.

The launch line features four wrapper options and will be available in Robusto, Toro and Churchill.

Reserva del Mercante XXX - Cameroon

Wrapper: Ecuadorian Cameroon

Binder: Undisclosed

Filler: Undisclosed

Reserva del Mercante XXX - Connecticut

Wrapper: Ecuadorian Connecticut Shade

Binder: Undisclosed

Filler: Undisclosed

Reserva del Mercante XXX - Corojo

Wrapper: Dominican Republic

Binder: Undisclosed

Filler: Undisclosed

Reserva del Mercante XXX - Maduro

Wrapper: Brazilian

Binder: Undisclosed

Filler: Undisclosed

All the tobacco used is a minimum of 6 years old and the rolled cigars have been rested for 12 months before release.

I’ll be dropping an on-release review of each wrapper — so keep an eye out for them, I also know there are talks of a specially made beer pairing just for Reserva Del Mercante by the fine folks at Wānaka Beerworks.

In the meantime, continue reading for an exclusive interview with Grant, where we talk about the story behind the brand, the blending process, and what Reserva Del Mercante XXX means for him — and for New Zealand.

And I like to take this moment to congratulate Grant on the 30yrs, the upcoming release and the forward leaps in business announced below. I connected with Grant over Cigars about 15 years ago now, and its been awesome to watch his passion for new world cigars change the landscape of cigar smoking in NZ for the better. This is an exciting moment for everyone in NZ that enjoys a good stogie, and one for us to all celebrate - So light up and share a toast to Grant and his team.

Congratulations on 30 years in the cigar business! How does it feel to reach such a milestone?

It’s without a doubt the biggest achievement of my professional life. For those who know me, this has always been more than just a business — it’s been a crusade. When I started, there was virtually no market for non-Cuban cigars in New Zealand. I’ve spent the past three decades championing their quality and diversity. You’d think after 30 years it would get easier — but the truth is, it’s never been harder. With the recent tariffs imposed by the Trump administration on Central American imports and New Zealand’s sluggish economic recovery, the challenges keep evolving.

Can you take us back to the beginning—what first inspired you to bring cigars to New Zealand?

It all began with a somewhat humbling visit to Havana House on Quay Street. I walked in, clueless but curious, and was pretty much laughed out of the shop. That experience lit a fire in me. Back then, Cuban cigars were expensive compared to what I was seeing from JR Cigars in the U.S. So I started small — buying a box, selling half to friends, then using the profits to buy two boxes, and so on. The real turning point came when a group of Kiwi cigar aficionados attended a Big Smoke event in the U.S. and raved about Joya de Nicaragua to their team — who were stunned to hear their cigars were even available in New Zealand. Not long after, Joya de Nicaragua reached out and offered to supply me directly. That was my true start in the industry. My early portfolio included La Flor Dominicana, Perdomo, and Joya — and from there, it grew. Some of my fondest memories include smoking cigars at Starbucks in Parnell, Cuba Bar, the Stamford Plaza, and even our local pool hall — back when you could enjoy a cigar indoors without controversy!

What have been some of the biggest changes in the NZ cigar landscape since you started?

The biggest shift has been the aggressive taxation and plain packaging laws. Grouping cigars and pipes under the same restrictions as cigarettes has been disastrous for what is a refined, low-use luxury product. These policies have all but strangled the category in New Zealand.

Tell us about Reserva Del Merchante XXX. What inspired the creation of your own cigar line?

Initially, the idea was to create a 10th Anniversary cigar for CANTEROS.nz in September 2025. But after nearly two years of brand development, some of the factory partners pointed out that this was really about a 30-year legacy — not just 10. That’s how Reserva del Mercante XXX was born: a tribute to my three decades of ensuring New Zealand has access to world-class cigars.

Is this the first and only NZ Cigar brand? Surely the first publicly available one. ​

To the best of my knowledge, yes — at least in the modern era. While there was some cigar production here many decades ago, I can’t find any record of a New Zealand-owned brand with this level of market availability. So it’s safe to say Reserva del Mercante XXX is the first widely released Kiwi cigar brand.

How did the blend come together? Tell me about Wrappers, regions and the like?

We’ve gone all in with four unique wrapper options: Ecuadorian Cameroon, Ecuadorian Connecticut, Dominican Corojo, and Brazilian Maduro. Each offers a different profile, and collectively they reflect the diversity and sophistication I wanted for this celebratory release.

Who did you work with to create the cigars any blenders or factories you can name?

The project involved a Master Blender, but for now, those details remain confidential. Let’s just say they’re very respected within the industry.

Tell us story behind the name Reserva Del Merchante XXX?

The name loosely translates to “The Merchant’s Reserve – 30th Anniversary.” It’s a nod to my journey as the “Cigar Merchant of New Zealand” and the three decades I’ve spent building this scene from the ground up.

How involved were you personally in the blending and selection process?

Extremely. In fact, there was another blend in the running that has now become its own project — The Fringe — which will also be available through CANTEROS.nz. But for Reserva del Mercante XXX, I wanted something broader in scope. While I didn’t set out to create four variations, once we tasted the options, it was clear that each one deserved to be part of the final release.

Do you see this as a one-time anniversary release, or the start of an ongoing brand?

This will absolutely continue. Given the minimum production requirements, it had to be a serious long-term commitment. And honestly, it’s a brand I believe in — one that’s worth developing further.

What does this release mean to you personally after 30 years in the business?

It’s deeply meaningful. Reaching 10 years with CANTEROS.nz was a milestone in itself — especially in a country with the strictest anti-smoking regulations and highest tobacco taxes in the world. 2025 has brought a lot of change for us — we’ve opened a warehouse in the U.S. and launched a new wholesale/import business to help grow the premium cigar and pipe tobacco market here. This release is both a celebration and a foundation for the next chapter.

What’s next for Grant the Cigar Merchant?

The dream is to build a global brand — but that’s a tall order. I often ask myself, “Does the world really need another cigar brand?” And I always come back to the idea that the best time to plant a tree was 20 years ago… the second-best time is today. Right now, my focus is on getting Long White Cloud Distributors running smoothly, leveraging the buying power of our new U.S. base, and exploring wholesale opportunities in Australia. There’s still plenty of smoke left in this journey.