The second collaboration between Drew Estate and Shady Records, the ShadyXX, has begun arriving at Drew Diplomat retailers.
It’s a 5 x 50 box-pressed belicoso that uses a blend similar to that of the Undercrown Corona ¡Viva!, using a Mexican San Andrés wrapper, Connecticut stalk cut habano binder and filler leaves from Nicaragua and Brazil. It comes in 10-count packs priced at $104, or $10.40 per cigar. The cigar was the creation of Paul Rosenberg, president of Shady Records, and Drew Estate, in celebration of the label’s 20th anniversary.
It’s the follow-up to the original Undercrown ShadyXV, released in 2014 to just 10 retailers in the Detroit area. This release will be much more widely available as it is a regular production release. This version also comes with an updated design, offered in blue bundles with gold lettering as opposed to the craft paper bundles from five years ago.
“Getting this cigar out in stores feels a lot like releasing a great album that we’ve created and subsequently marketed in some ways,” said Rosenberg in a press release. “For instance, the most satisfying and exciting part of the process is getting the public’s reaction to the product once it drops, and in this case I think they will be really pleased. This cigar is just a great luxury smoke perfect for reflecting on the highlights of the last 20 years.”
In addition to the cigars, the company has curated a custom playlist designed to pair with the cigar, which can be accessed through Drew Estate’s website.
“For 20 Years, Shady Records has been a respected powerhouse in the music industry and industry disrupter,” added Jonathan Drew, founder and president of Drew Estate. “Having this opportunity to partner with Rosenberg and the Shady team on a project this important and historic is an honor and testament to each other’s creative spirit, work ethic, and respected disciplines. I’m especially proud of the project and our continued partnership with Paul and the Shady Records team.”
The Undercrown ShadyXX is sold exclusively at Drew Diplomat retailers.
Image courtesy of Drew Estate.