PCA 2021: Ashton Amongst the booths that look very different compared to previous PCA Convention & Trade Shows, Ashton’s presence this year has to be towards the top of the list. Ashton’s previous booth—which was redone not too long ago—was much larger and much nicer, but the company seems to have decided that a nice booth isn’t necessary to write orders—and that makes sense. Actually, it’s likely makes tens of thousands of dollars of cents in terms of the savings between this booth and the old one. The new booth has just three display cases—none of which included the company’s newest product—and a pretty spartan attempt at branding. That being said, there seemed to be retailers at most of the tables in the booth, which is really all that matters. The curious question to me is whether 2021 is an aberration or whether this is going to be Ashton’s approach for the future. Given the costs associated with big, heavy booths, I really can’t imagine companies like Ashton going back. One thing I do miss seeing is the Savoy humidors, which I think is probably the best mainstream brand of humidor you can find widely available at stores, particularly for the money.