Still Here. Still Building.

Four Corners Motorcycle Rally 2026

It’s hard to believe we’re already talking about Four Corners again.

September 3rd, we’ll be back in Durango, Colorado for the Four Corners Motorcycle Rally. Last year was our first real swing at a rally of that size. We loaded up the truck with cigars & gear, threw the bikes in the trailer and headed north with probably more optimism than experience.

We really didn’t know what was going to happen.

We even managed to put a nice Boo Boo on one of the bike tanks when the straps gave way due to proper tie down procedure ha. We put a band aid on from the local Walgreens. Sad. Anyway. 

Funny now.

Wasn’t quite as funny then. 

But we made it to Durango, set up shop and ended up doing well. 

That weekend became one of those moments where we thought, Alright… maybe we’re onto something here.

A lot has happened since then.

And not all of it has been glamorous.

Turns Out, This Shit Is Hard

Trying to build a small cigar company while working full-time jobs, handling regular life and navigating the current economy has been… interesting.

We knew this industry wasn’t easy. Pretty much everything you read before getting into the cigar business tells you that.

Turns out they weren’t lying.

Being a small, mostly unknown cigar brand means you’re constantly trying to earn your spot. We don’t have a giant marketing budget. We don’t have a team running our website or creating our content. Most of what you see from New Mercy is quite literally us figuring it out, building it, fixing it and trying again.

We’ve learned more about tobacco laws than we ever planned to know.

We’ve been audited.

We’ve had ideas work.

We’ve had ideas absolutely not work.

We also stepped into our first real collaboration this past year. It didn’t unfold exactly how either of us probably pictured it in the beginning, but that’s part of building something. We learned a lot from the experience, built a relationship we genuinely value and came out of it better prepared for the next one.

Sometimes things just take a different road than you expected.

That’s business.

The challenges are real.

But So Are the Wins

They’re not always giant wins.

Sometimes they’re the little ones that remind you why you keep going.

More than a year ago, a cigar lounge in upstate New York found us.

Not Arizona.

New York.

Go figure.

That relationship has continued to grow, and we’re now working toward getting New Mercy cigars into the lounge. For a little Arizona cigar company trying to earn its place in this industry, having an opportunity develop organically from the other side of the country means something to us.

We’ve got another collaboration in the works that we’re genuinely excited about. We’ve met some damn good people. We’ve watched customers come back for another cigar. We’ve gotten better at events, better at understanding our business and a hell of a lot clearer about what New Mercy is supposed to be.

We’re still learning.

We’re still small.

And we’re still here.

Why Keep Going?

Probably because we don’t want to be quitters!(iykyk J2 lol) 

That’s about as complicated as the answer needs to be.

Everything about this industry tells you it’s going to test you. So when it does, you really have two choices.

Quit or persevere.

We’re choosing the second one.

Not because we think there’s some guaranteed giant payday waiting around the corner. There isn’t.

Sometimes the assignment is simply to keep showing up. Do good work. Learn from the mistakes. Appreciate the wins when they come. Take care of the people who support you and keep moving forward.

One cigar at a time.

Now back to Durango…

That’s why going back to Four Corners feels a little different this year.

Last year we went wondering what would happen.

This year we’re going back with another year of experience, mistakes, wins, losses, stories and good smoke behind us.

We’re not suddenly some giant cigar company.

Far from it.

We’re still the same guys loading up our own gear, setting up our own booth and doing our best to build something worth sticking around for.

And with Four Corners celebrating 33 years in 2026, we figured coming back deserved a little something special.

So we made something.

Actually… we made a couple.

Limited. Made specifically to celebrate this year’s rally. And once they’re gone, they’re gone.

That’s all we’re saying for now.

Four Corners became part of the New Mercy story last year.

September 3rd, we get to add another chapter.

And we’re damn grateful for that.

Ride fast. Smoke slow!! 

We’ll see you in Durango.

— New Mercy Moto Cigar Co.