Dave Watson knew it could be a special year, so he needed a special deal for customers. Watson owns Smoky’s Tobacco, a Knoxville institution since 1983. Like most cigar shops in Tuscaloosa and Knoxville, business has increased for the Third Saturday in October.

Alabama plays Tennessee in a football game this Saturday, triggering the annual migration to Smoky’s about 9 miles from campus. Watson, himself a Tennessee alum, has pushed the Rocky Patel San Andreas this week. A medium to full-strength blend, the Patel tastes of peppery spice, cedar notes, and a hint of nostalgia.

They were rolled with an orange wrapping in 2006, the last time the Vols beat the Tide.

Not many anticipated a top-six battle this fall between the Crimson Tide and the Volunteers. While Alabama is favored by 7.5-points, Tennessee is in a resurgence under second-year Josh Heupel and an offense Nick Saban called one of the best in the conference. The Crimson Tide, meanwhile, is dealing with an injured starting quarterback. Tennessee, which also just completed a $288 million dollar stadium renovation, is having a moment. And so are stores like Smoky’s.

“Honestly, we’re more excited about it because of the prospects of the game,” Smoky’s employee Josh Manis chuckled. “In years past there wasn’t a lot of hope.”

A successful program means happy customers who then require celebratory cigars. Multiple stores told AL.com that the day after Tennessee beat LSU, people were already coming in “just in case,” and spending double what they usually would. For some owners, pandemic-related supply chain issues have created a “Catch-22.” Shelves aren’t empty, but Heupel and quarterback Hendon Hooker certainly appear to be trying to clear them. For good reason.

The Tide reinvigorated the 60-year-old tradition — reportedly started by Jim Goostree, a trainer for Bear Bryant — in 2005. Cigars became the standard in 2007, and for the last 15 meetings, only those wearing crimson have gotten to partake. While some in Alabama can bank on one of their best weeks of the year, some in Tennessee had to watch a generation grow up without it.

Tuscaloosa-based R&R opened five years into the Tide’s run in 2012. The rivalry mattered, co-owner Reagan Starner said, but before R&R, there was no designated cigar shop in the city. Now operating out of their “Cigar Mansion”, Starner and his family have been featured on ESPN and other national media outlets.

A bartender from Nashville’s Smokers Abbey is rooting for Tennessee not just because he doesn’t like Alabama, but because a win will get customers to move a tier from the average $9 purchase to selections in the $20-30 range. In a Chattanooga business office, watercooler recaps about the Vols’ last game against LSU turned more serious on Monday. Is this the year? And if so, where do we go looking for a smoke? On Reddit, threads were started on r/rockytop asking for recommendations, one user joked that he asked his friend, an Alabama fan.

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“It affects us greatly,” Mike Hicks, 22-year owner of Knoxville’s Blue Smoke Cigar, said. “A good season like this season, the couple days leading up to whether it’s a home game or an away game, we can sell twice the number of cigars.”

The hype has stretched across the state. Hicks, who’s recognized regulars coming in and purchasing pricer options, said excitement is at a level unmatched for a decade when Jonathan Crompton nearly upset Greg McElroy and then-No. 2 Alabama in 2009.

On Monday, a customer walked into Nashville’s Belle Meade looking for something a “little special.” Co-owner Jeff Watson, who’s operated Belle for 18 years, loaded him with a trio of Montecristos. He figured if the Vols lose, the fan would save them for the Georgia game on Nov. 5.

For the last seven years, Starner has provided Alabama players with their postgame routine. The Starner-blended Casa de las Estrellas is available for fans to purchase. Starner concocted the cigar to honor his family and, potentially, be photographed in the hands of Alabama stars like Derrick Henry in 2015. Birmingham-chain Vitola launched a Tuscaloosa location in 2019 and has relied on younger consumers, a manager said, some of whom just want stogies for Instagram photos.

Manis, 37, comes from a family of Volunteers fans. The rivalry has brought the same cycle of hope, preparation and disappointment for the last 15 years. But, as he’s heard at Smoky’s over the last couple of days, this season may be different.

Anticipation roared through Rocky Top, leading Manis to dedicate some time to his humidor on Tuesday night. He’s narrowed his victory smoke down to about three or four options, a Plasencia and a Padrón may be in the lead. Is Manis going to be in Neyland Stadium for kickoff?

Well, no. Earlier this year, he booked a trip to Las Vegas for this weekend. He figured his Vols would have two or three losses by now.

“Whenever you think they’re vulnerable, (Alabama) will strike with a vengeance,” Manis said, “We’re hopeful and optimistic. Cautiously optimistic.”

Nick Alvarez is a reporter for Alabama Media Group. Follow him on Twitter @nick_a_alvarez or email him at [email protected].