Exploring Life & Business with Tyler Deady of Liars Bench Cigar Co.

Today we’d like to introduce you to Tyler Deady.

Hi Tyler, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Two of my buddies and I had some of our first cigars at a local Marietta lounge when we were 18. We would sit around like old souls enjoying each other’s company and ever since then, cigars have held a special place in my life as something that creates a communal environment.

The story of Liars Bench Cigar Co. really began around Covid after my full-time tech job at the time directed all its employees to work from home. Being able to work from the house had its perks, but the sheer amount of Zoom calls and decrease of in-person interaction started to wear on me. That shift- which happened for me and so many others- really brought to light how important it is to be present with each other and share moments that come from gathering face to face.

Even now, we’re dealing with a declining sense of togetherness evident by trends like Generation Z being called “the loneliest generation”. As challenging as these things are, it’s opened the door for brands and ideas built around rediscovering the simple joy of being fully present with other people. Cigars, which naturally slow people down and open space for real conversation, happen to be the perfect medium.

The main challenge around starting a cigar brand was twofold: I don’t come from the industry like so many other founders of brands do, and in turn, had no connections to lean on out of the gate. I was able to (very fortunately) get in touch with Hostos, the owner of a factory called Tabacalera la iSla in the Dominican Republic, and share the vision of the company. He’s been an amazing partner and produces the company’s debut cigar blend.

Liars Bench Cigar Co. is just as much about the cigars as it is the experience around it. I want everyone who grabs one of our cigars to enjoy a shared moment and sense of belonging that forms when you sit down and light up with someone else.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Being the owner/ operator of a cigar business comes with a ton of restrictions and red tape that I’m responsible for. Only about 4% of adults in the U.S. smoke cigars, so right out of the gate, my audience is small. Add in marketing challenges like not being able to run ads or contending with social platforms that aren’t the most cigar-friendly means building everything one relationship at a time. One of the things I love about the industry is how relationship-based it is, but that also means growing quickly is challenging since I’m starting from ground zero.

Working with factories outside the U.S. adds its own layer too. Logistics, communication, quality control, it’s not the kind of business you can run from behind a laptop and hope it all clicks.

All that doesn’t even mention my 9-5 job and supporting my wife and 2 daughters either. Limited time requires me to be super efficient to balance all my responsibilities.

But honestly, the struggles have forced me to build something authentic and are some of the biggest opportunities as well. The Liars Bench brand only grows through connection and legitimately great cigars, not algorithms. Every event and conversation that puts a cigar in someone’s hand is marketing the old-school way. It’s slower, but works.

We’ve been impressed with Liars Bench Cigar Co., but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Let’s start with the obvious: we’re a cigar company. I partner with factories that have stellar reputations and make premium, small-batch cigars. Once they’re imported, I get to work with awesome retailers and lounges who sell my product.

Our debut cigar is titled The Optimist, named as a celebration of someone’s best moments being ahead of them, but also, named after a personality. Future cigars in our portfolio (which are coming soon!) will also represent a different personality of someone you might meet at the liars bench.

Speaking of, what isn’t as obvious to a lot of people is where the name comes from since “Liars Bench” is an obscure term. Every town has one, but it isn’t necessarily a literal bench. It might be outside a general store, down by the docks, or in the far corner of the local greasy spoon.

It’s where locals trade stories and pass down the kind of wisdom that never shows up in books. Truth never gets in the way of a great story on the liars bench.

At its core, Liars Bench Cigar Co. is about connection. The cigars are the medium, but the mission is much bigger than that. Our goal is to give people the means to connect and relax through a shared appreciation of premium cigars in a world that needs authentic relationships.

The brand we’re building is a big part of what sets us apart since producing a great cigar is table stakes. Many big companies will talk about their legacy- which they’ve rightly earned. I don’t have that kind of history to lean on, and instead, focus on the community and craft that make cigars such a pleasure to enjoy.

Brand owners as young as myself are also rare. The average cigar smoker tends to be a little bit older but I believe that representation of younger guys like myself in the industry is important to keep the art alive for the next generation.

Can you share something surprising about yourself?
I’m a huge metalhead but you’d probably never realize it just from looking at me. Live music in general is my jam. I love discovering local bands/ artists and having a good time at all kinds of venues.

In a lot of ways, cigars remind me of music. Both have this incredible ability to bring people together regardless of background, age, or status. You can hand someone a cigar or play a song, and suddenly the walls drop. You’re in the same moment together, sharing something that doesn’t need to be explained.

Contact Info:

• Website: https://liarsbenchcigars.com
• Instagram: https://www.instagram.com/liarsbenchcigarco/