Press Release: Ezra Zion Rebrands Inception as Jamais Vu

February 8, 2013 — Ezra Zion Cigar Company, recipients of multiple Cigar of the Year Awards for 2012, are re-branding their inaugural cigar release, INCEPTION. The name of the blend will be changed to JAMAIS VU.

Chris Kelly explains, “After being cleared for use by the United States Patent and Trademark Office, we went into furious production on INCEPTION. Come to find out, the USPTO failed to inform us of another company that was using the same name and ended up awarding them the trademark rights.”

Kyle Hoover, co-owner added, “We knew we had a choice: we could engage in a lengthy, nasty legal dispute, or we could keep our focus on making great cigars. We chose the latter.”

“It’s the exact award-winning blend as INCEPTION, nothing has changed there, but along with the new branding we will be redesigning the packaging and adding 3 additional sizes as well.” The Don Fonseca noted. “I think our customers will be pleased!”

“We chose the name “JAMAIS VU” because it’s the opposite of Deja Vu, and the definition tells the story of the rebranding of INCEPTION. JAMAIS VU is defined as “…a sense of eeriness and the observer’s impression of seeing the situation for the first time, despite rationally knowing that he or she has been in the situation before.”

Chris continued, “Those customers with INCEPTION boxes have a very limited edition piece of cigar history! We will begin production on the rebranded JAMAIS VU within the month.”

Brooks Whittington

I have worn many hats in my life up to this point: I started out as a photojournalist for the Dallas Morning News and the Fort Worth Star-Telegram, then transitioned to photographing weddings—both internationally and in the U.S.—for more than a decade. After realizing that there was a need for a cigar website containing better photographs and more in-depth information about each release, I founded my first cigar blog, SmokingStogie, in 2008. SmokingStogie quickly became one of the more influential cigar blogs on the internet, known for reviewing preproduction, prerelease, rare, extremely hard-to-find and expensive cigars, and it was one of the predecessors to halfwheel, which I co-founded.