University of Houston and PCA Deliver Hospitality Masterclass

The Premium Cigar Association (PCA), in partnership with the University of Houston’s Conrad N. Hilton College of Global Hospitality Leadership, proudly concluded its two-day educational masterclass, “The Ritual Experience: Premium Cigars, Fine Beverages & the Business of Hospitality.”

Delivered as part of the College’s Beverage Management course on October 6 and 8, the program opened with remarks by Joshua Habursky, CEO of the Premium Cigar Association, and featured two immersive lectures led by Ricardo Carioni, PCA’s Director of International Affairs and Education and Co-Founder of The Cigar Academy.

The sessions introduced students to the cultural, artisanal, and experiential dimensions of premium cigars—highlighting their connection to fine beverages, hospitality traditions, and the art of guest experience. Through historical context, cultural storytelling, and case studies of cigar-led beverage programs, students explored how premium cigars intersect with the global world of luxury hospitality.

“This collaboration with the Hilton College represents the kind of forward-looking education our industry needs,” said Joshua Habursky, CEO of the Premium Cigar Association. “It’s about empowering students with knowledge that bridges culture, craftsmanship, and commerce—ensuring that premium cigars are understood not just as products, but as living traditions within the broader hospitality ecosystem.”

Ricardo Carioni, who led the lectures, emphasized the extraordinary engagement from students and faculty alike: “It was a genuine pleasure to engage with the students, whose curiosity, professionalism, and thoughtful questions were deeply impressive. Their enthusiasm reaffirmed my belief that this new generation of hospitality leaders is ready to shape the future with both intellect and passion. It was equally inspiring to connect with professors whose dedication to their disciplines reflects the same values we champion in our industry—excellence, culture, and lifelong learning.”

The masterclass is part of the PCA’s broader educational mission to promote cultural literacy, artisanal heritage, and professional excellence through experiential learning. It builds on the Association’s ongoing collaborations with leading academic institutions, including Florida International University, and marks another milestone in PCA’s commitment to advancing the understanding of premium cigar culture in hospitality education worldwide.