James and Nick welcome Lou Cross III, founder of Lure Cigars to the show. Lou talks about honoring his late father, Lou Cross Jr., to naming his cigars after his family, and walks us through his journey. We discuss the "grind" that boutique cigar manufacturers go through to promote their brands and his focus on connecting directly with consumers. We also learn about his latest offering, "The Last Cast," an LE made to remember his dad. To find where you can try Lure Cigars, visit their website.