Bussiness
These veterans bonded over cigars while deployed. See how they turned that into a business
3-minute read
After years of military service, including deployments to Iraq, Mongolia and Norway, three veterans found a calling that is lighting up New Jersey’s event scene.
Launched from the shared memories of smoking cigars during the quiet moments of their time in service, the Mobile Cigar Lounge offers bespoke cigar experiences for weddings and private events.
The co-founders, Joey Mac Dizon, Alvaro Patrick and Miley Massed, started the business in 2018 with a mission centered around the same values they honed in the military: camaraderie, teamwork and dedication.
The three assembled a team of more than 60, including more than a dozen veterans from every branch of the U.S. military, first responders from police, fire, EMS, and EMT services and more than 15 family members of military and first responders.
“That’s our tribe,” Dizon said. “These guys are resilient and have discipline. They also love to hang out and smoke cigars.”
A close-knit company now based in southeast Sussex County, Mobile Cigar Lounge staff members have their specific roles from logistics to client relations. Some have another part to play. Often dressed in Cuban guayabera shirts and classic fedoras, they hand-roll cigars.
Dizon, who joined the Marine Corps as a reservist three days after graduating from Belleville High School, learned to roll in Texas from a Cuban expert, spending 8 to 10 hours each day for a week under his tutelage. There is a ton of variety in cigars, he said, from the style of rolling to the tobacco used. Still, he said they all are essentially the same. They are vessels to capture memories that can live on forever, he said.
Dizon points to his own experience, serving as a rifleman as part of Golf Company in the 2nd Battalion/25th Regiment in the 4th Marine Corps Forces Reserve in New Jersey.
Somewhere between minesweeping and patrol duty at Forward Operating Base Akashat in Iraq, Dizon had his first cigar. It was a moment to unwind and reflect on the moment with his fellow servicemen, he said.
“It was a ‘put your hair down’ moment, when you kind of forget where you are,” he said. “I might not remember the cigar, but I remember the people I smoked it with.”
Patrick was there with Dizon in Iraq. The two also served together during deployments to Mongolia and Norway.Like Dizon, Patrick had his first cigar in the military. He stayed away from cigarettes, but cigars felt more sophisticated. An entrepreneur, he was quickly brought into Dizon’s plan to sell cigars at vendor events.
Massed, Dizon’s college friend and an Army veteran, joined the project. Planning started in the spring of 2018, and that September, Dizon made his first sales at the Fire Watch Festival in Fair Lawn. Soon, clients began asking about their availability for private parties.
“We totally shifted the business model,” Patrick said. “We said this is great and all, but how can we bring people together?”
The answer was a 1973 Airstream trailer. Inspired by the mobility and adaptability of food trucks, the business now centers on a smoking lounge on wheels.
The vision took off in 2018, when Dizon won a “Shark Tank” style competition called “Vet Tank” at Kean University. The win came with a $20,000 grant from the New Jersey Small Business Development Center. It also brought belief that the business could succeed, Dizon said.
From a simple table stocked with cigars, the business has evolved on the back of its signature offering. Retrofitted into a gleaming aluminum Airstream, the sleek, upscale lounge helps set the ambiance. Lined in stamped tin paneling and featuring plenty of leather and wood, it has been in service since 2021.
Though the Airstream is its centerpiece, Mobile Cigar Lounge offers a tailored experience, with a variety of options. There are exclusive coffee and whiskey pairings, inviting guests to explore rich flavors that elevate the experience.
The staff dresses for the occasion, creating an atmosphere that blends luxury and nostalgia, while also introducing guests to the intricacies of cigar craftsmanship. Experts rolling cigars on site invite guests to participate, converse and unwind.
The company also sells curated cigars, accessories and branded merchandise directly to consumers through its website. Custom cigar bands and matchbooks are also available. A portion of all profits goes to charities supporting veterans.
Dizon, who actively served from 2005-2011, was working at a nonprofit for veterans called Hope For The Warriors when he launched the business. He has also started his own charitable organization designed to get interested veterans into the military contracting pipeline through social events and networks.
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