Light ’em Up re-launches its online lounge with a podcast-first format and unveils an exclusively curated online shop

Vienna, Austria — October 13, 2025 — Light ’em Up today announces the re-launch of its world-renowned Light ’em Up Lounge, as well as the new Light ‘em Up Humidor.

Video-podcast with bi-weekly episodes of 35min

The new Lounge follows a video-podcast format on YouTube and Spotify, complemented by occasional live shows. Content will continue to center on the cigar experience and interviews with special guests, while expanding into broader lifestyle topics—hospitality, art, music, and business.

Since its inception, the Light ’em Up Lounge has reached 4+ million views, delivering 400+ live shows and interviews with leading voices from the cigar world, media, and the arts.
Sensory expertise inspires the new “Light ’em Up Humidor”
Light ’em Up also recently unveiled the Light ’em Up Humidor–a not-so-ordinary cigar online shop featuring a hand-picked selection of cigars curated by Reinhard Pohorec. Behind the project is Christian Wohlrab, Vienna-based entrepreneur and long-time companion of Reinhard. The concept is rooted in a deep care for outstanding shopping experiences.

“Most cigar online shops feel like gambling sites to me—promotions and discounts everywhere you look. I look at luxury fashion and perfume brands that represent their products beautifully in a holistic shopping experience. Offline and online. Think, being greeted at the door, getting a nice shopping bag, and so on. I love that, and I think that’s what premium cigars need too—no, deserve!” — Christian Wohlrab, entrepreneur and cigar enthusiast

A perfect fit for the Light ‘em Up World, and a place for Reinhard’s expertise to shine and consult aficionados and newbies alike.

“Christian is a dear friend who asked me to curate a selection of cigars. I am happy to share my expertise and love his idea to make this part of the Light ’em Up World—it fits perfectly into the initial vision I had when starting the brand. Of course, you cannot replicate the touch and smell of a humidor. That’s why I love the idea of a more visual representation that triggers your imagination.” — Reinhard Pohorec, Host & Moderator, Light ’em Up Lounge