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Excessive Unrestrained Adjectives: The Marketing Genius That Is Matt Booth

Q&A With Matt Booth of Room 101 Cigars

*This article first appeared in Ash Quarterly Magazine. To read the full issue, and every issue of Ash Quarterly Magazine for free, go to

Jason Faulkenburg: Matt, thank you so much for taking the time to do this Q&A. I know you are extremely busy.

Matt Booth: I am fully aroused by the opportunity to communicate with you and excited as I feel a general misunderstanding of the pterodactyl-like wingspan of my character is the standard and I run towards the opportunity to express myself with full-frontal transparency with open arms.

Jason: Room101 has a strong presence in many industries. Cigars, jewelry, spirits, and more. How do you find the time to put the appropriate energy and passion into each part of the business? Matt: The first ingredient is a dash of psychosis. Add an overwhelming dose of stubbornness and an unwillingness to be bested - by life, competitors, the IRS, or otherwise and you have the recipe that is initially crucial. Add a dose of a tightknit cluster of critical crewmembers that become my direct support network across each category of operation and you have a fighting chance to see daylight. Rinse and repeat on fight mode on a daily basis.

Q&A With Matt Booth of Room 101 Cigars

Jason: Where does your inspiration come from and do you find it difficult to continue to be creative after more than a decade of creating? Whether it be cigars, jewelry, or any other art.

Matt: My ideas are what continue to keep me up at night. My ideas are what initially were the genesis for all of this to begin with. I become fatigued by a great deal of our business endeavors and the levels of muck we must tread through to achieve our goals, but never by the opportunity to leverage creativity in my business efforts or otherwise. If anything the ability to actively leverage true creativity in my business endeavors keeps me alive....

Jason: When people bring your name up, one of the first things that is mentioned is your larger-than-life personality. How much of the success of Room101 do you contribute to this persona of yours and the way people tend to gravitate towards you?

Matt: I was a disappointment to my mother in my teen years. I did, in fact, achieve the removal of my own head from my ass at some point in the cosmic timeline that would be viewed as my lifespan. Although by human nature, sometimes I falter I do focus on soaking - or basking rather, in gratitude for where I have come from and where I am in my current pin position in the universe. I see every enthusiast of/in our branded efforts a belssing, and I am thankful for every person which our brand has resonated with and continues to do so. I suppose what is interpreted as some form of large personality, could simply be my cosmic signature of gratitude. Although from time to time business muddies the waters, I am predominantly stoked on this entire ride and this is what possibly, people interpret as a large personality and yes, I do think that authentic gratitude resonates with our people - and perhaps explains my aforementioned gravitational pull. Dudes want me.

Q&A With Matt Booth of Room 101 Cigars

Jason: You have had some amazing collaborations with Caldwell and AJ Fernandez, do you plan on doing any more with them or others in the future?

Matt: Mixing it up with folks is cool. We tend to create a final product that is above and beyond what any of us would have come up with alone. Most importantly - I only work with the sexy people. This is a critical component to the success of our collaborative endeavors.

Jason: Are there any plans to extend your presence in the spirits industry, either by new releases or expanding distribution of Room101 Gin?

Matt: My vision with the spirit tentacle of our branded business isthat it will continue to evolve within the gin category. Extending with new formulas and continuing to break the boundaries of tradition is the name of our game.

Jason: We like to do a quick rundown of 8 of your favorite things and 2 things you hate as a way to get to know you better. First thing that comes to your mind:

Matt: Food- Mom's spaghetti.


Cigar- Padron 64 Natural Principe

Drink- Your mother's sweet nectar.

City- Los Angeles / Paris


Time of Day- Undisclosed

Hobby- Car shit

Hate- Unsexiness

Hate- Less than gentlemanly behavior.

Q&A With Matt Booth of Room 101 Cigars

Jason: Tell me more about your jewelry. Where does your inspiration come from? What is your favorite piece you’ve made?

Matt: My favorite pieces are what I have made for my custom clients over the years. Being able to realize a piece in the physical realized from both direct input as well as what I draw from them in our interactions is always the most rewarding element of my design work. My jewelry design addiction is what started this whole thing. It is the spine of the Room101 brand world and at its core - part ofmy character.

Jason: You post photos of some of the most badass classic cars. Are these all yours? And when are we going for a ride in one?

Matt: I have a few kustoms in various stages of development. It is a very welcome component of my life.

Jason: Have you always been a fan of classic cars? What was your first car and what is your dream car?

Matt: Yes absolutely. My first car was a 76 Caprice Glasshouse. I can't have one dream car - having one would be so lonely.....

Jason: Are there any tobaccos or vitolas that you enjoy more or less than others?

Matt: I seek the vitola that physically embodies your sweet sweet pepper shooter....

Jason: What’s next on the horizon for Matt Booth and the Room101 brand?

Matt: The what isn't list is probably shorter tho.

Jason: Is there anything else you would like the readers to know about?

Matt: No, I am a man shrouded in secrecy and empowered by mystery. they can know nothing but discover all.....

Jason: Matt, thank you again for taking the time to do this. It’s always a pleasure getting to know you better. We truly appreciate you.

Matt: This was 45 minutes of my life I will never get back. As it will be for your readership. We are effectively stealing a piece of their lifeforce by doing this. I hope they can forgive us.......and also thank you as well and grateful for the inclusion.......

Q&A With Matt Booth of Room 101 Cigars


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Doc Brown7
Doc Brown7
Sep 07, 2023

The guy kills me! Some of my favorite lines from the interview:

" Dudes want me"

FOOD - "your mother's sweet nectar"

Classic Booth, love it

Sep 12, 2023
Replying to

The "your mother's sweet nectar" line cracked me up for sure.


Aug 24, 2023

Great article, Matt is a freaking Legend!

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