May Fair hotel boosts cigar bar trend

The May Fair Hotel in London is opening The Cigar Room this Spring, tapping into a growing UK trend for cigar bars and terraces.

Working in collaboration with Cuban cigar importer Hunters & Frankau, the May Fair will offer guests an extensive range of cigars, including Habanos and a number of products exclusive to the hotel.

A cigar concierge service will be on hand to encourage smokers to try different brands and new releases, talking through the specific styles on offer.

Having identified a growing female market for cigars, the May Fair is aiming to deliver a more “feminine experience” through its design, which will include hanging baskets and chain mail covered walls, with a fireplace in action during the winter months.

In recognition of this broadening customer base and rapidly modernising image of cigars, the traditional Cognac, Armagnac and whisky accompaniments will be augmented by a Martini trolley, as well as vintage Champagnes from the hotel’s magnum bar, 150 at the May Fair.

Explaining this latest addition to the hotel, general manager Antony Lee said: “When we launched, the May Fair transformed and made five star luxury inclusive.

“Now we will do something similar for cigar smoking; banishing the gentleman’s club atmosphere and catering for women, the stylish and successful and, of course, the more traditional cigar connoisseur.”

Hunters & Frankau managing director Jemma Freeman confirmed the recent trend for these venues, which are known as COSAs, or Comfortable Outdoor Smoking Areas.

“The last six months have just mushroomed,” she remarked, pointing to further cigar bars planned for this year at Mark Hix’s restaurant within the new Belgraves hotel, as well as The Wellesley and those being added by private members’ clubs such as Annabel’s and Tramp.

For a more detailed look at the rise of the COSA and the opportunities these represent for the drinks trade, see February’s issue of the drinks business.