Habanos Festival 2016

Habanos Festival 2016

Cohiba at 50

While U.S.-Cuba relations have been thawing at a record pace, the smart money still puts the fall of the embargo itself several more years down the road. For now, Cuba’s view of the American market remains from a distance.

> By E. Edward Hoyt III

Despite less-than-ideal economic conditions globally last year, Habanos S.A.—the sales and marketing arm of the Cuban state-owned tobacco monopoly Cubatabaco—reported that demand for habanos grew in 2015. The company posted a small sales gain of four percent for the year, a rate higher than that of the overall luxury segment, noted Luis Sánchez-Harguindey, Co-President of Habanos, S.A. in remarks made on the opening day of the week-long 18th annual Habanos Festival, held in Havana, Cuba from February 29 through March 4, 2016. Cuban cigars also maintained their global market share of approximately 70 percent—excluding the U.S. market. Habanos S.A. exclusively markets 27 brands of habanos (hand made Cuban cigars) around the world, with turnover $428 million in 2015.

While not every new release for the year debuts at the festival, it’s safe to say that all of the major ones are unveiled there, sharing the spotlight in front of the international audience. With such a large portfolio of brands, anniversaries are a constant, but 2016 is particularly unusual given it marks milestones for two post-revolutionary brands—the blockbuster Cohiba, which marks its 50th anniversary with several special releases that dominated the buzz for the week, as well as Cuaba which marks its 20th anniversary.

“In just 50 years, Cohiba has become a symbol of exclusivity, distinction, and innovation,” said Inocente Núñez Blanco, Co-President of Habanos, S.A., explaining that the company set out “to pay a befitting tribute to this authentic icon” with several new brand launches, especially the Cohiba 50 Aniversario.

Other special releases were also announced for the Hoyo de Monterrey and H. Upmann brands, the Edición Limitada cigars for 2016, and additions to the Habanos Añejos line. Given the blockbuster lineup of new releases, it was no surprise that festival officials anticipated 1,500 visitors this year up from 1,300 in 2015.

Festival officials didn’t waste any time getting details—and at least a few samples—of all the major cigar launches into the hands of the international press corps early on the first day of the festival, which then officially got underway with the opening of the trade fair and Habano gallery. With only about 70 exhibitors, it’s quite small by trade show standards, but since there is only a single cigar maker represented, one can argue it’s fully focused on Habanos. The trade fair draws a bigger crowd overall, about 2,000 visitors in 2015, which included a higher concentration of Cuban cigar business partners from around the world versus the festival’s draw of Habano enthusiasts.

> The welcome evening cocktail reception, devoted to Hoyo de Monterrey Reserva, Cosecha 2012, was held at the Old Tobacco and Wood Warehouse, Port of Havana.

Habanos, S.A.

> The welcome evening cocktail reception, devoted to Hoyo de Monterrey Reserva, Cosecha 2012, held at the Old Tobacco and WoodWarehouse, Port of Havana.

Habanos, S.A.

> Hoyo de Monterrey Reserva, Consecha 2012.

Habanos, S.A.

> Cohiba Medio Siglo.

Habanos, S.A.

> H. Upmann Magnum 54.

Habanos, S.A.

Until now, Hoyo de Monterrey was the only global Habanos brand that did not include a Reserva or a Gran Reserva in its portfolio, no longer the case with the unveiling of its first Reserva in the iconic Epicure No. 2 Robusto 4 7/8 in. (124 mm) by 50 format. It is one of the most popular Habanos vitolas worldwide, what Habanos officials call a “trend format,” bringing together Hoyo de Monterrey’s most recognized characteristics such as the softness of its blend and its sweet, delicate and aromatic character, to give this Habano incredible elegance and complexity. This new Reserva delves into the unique character of Habanos as Protected Denomination of Origin (D.O.P.), since all of the tobaccos used in this release were selected from leaves harvested in 2012 in Vuelta Abajo and Pinar del Rio region, and underwent an extra-long three-year aging process. Only 5,000 individually numbered varnished boxes of 25 cigars are being released in the Special Series (SPB).

Cohiba Medio Siglo marks the 50th anniversary of the Cohiba brand with an all-new vitola, the first new launch within Línea 1492 since 2002 when the Cohiba Siglo VI debuted. Medio Siglo is a tribute to two other classic vitolas in Línea 1492. It has the same 52 ring gauge of the Cohiba Siglo VI and the same length, 4 inches (102 mm) of the Cohiba Siglo I, delivering a modern, small format Habano that is completely new for the brand. It has a smoking time of around 30 minutes and a medium strength flavor. All Cohiba Habanos are made from tobaccos picked from the five best vegas de primera in the tobacco-growing districts of San Juan y Martinez and San Luis in Vuelta Abajo. Medio Siglo will be released in two presentations—25-count slide lid boxes (SLB) as well as in three-count aluminum tube packs.

The new H. Upmann Magnum 54 is also a completely new vitola joining the brand’s regular portfolio and the third vitola in Línea Magnum, after the classic Magnum 46 and Magnum 50, presented in 2008. The new 4 3/4 in. (120 mm) by 54 ring gauge format has a refined and elegant blend with a nuanced character, and the soft- to medium-strength flavor that characterizes the brand. The H. Upmann brand dates back to the early 19th century, named after the German banker Herman Upmann who founded both a bank and a Habanos factory in 1844. The bank closed, but the brand lived on. Magnum 54 will be available in both 25-count slide lid boxes and in three-count aluminum tubes packs.

Without a doubt, the show stealer was the most exclusive and luxurious Cohiba ever unveiled, one marking the 50th anniversary of the brand. The Special Edition Cohiba 50 Aniversario represented the first-ever 60 ring gauge Cohiba, with a unique 7 in. (178 mm) by 60 ring gauge vitola that was design especially for this special celebration of the brand.

An incredibly small production of only 2,500 Habanos of this edition will be released, rolled at the near-mythical El Laguito factory in Havana, and presented in 50 limited-edition humidors each containing 50 cigars. The cigar is said to deliver the well-known medium- to full-strength flavors most characteristic of the brand over its five decades of existence. Following Cohiba tradition, the tobacco used to produce the cigar have been selected from the best fields in the tobacco-growing districts of San Juan y Martínez and San Luis in Vuelta Abajo, and the Seco and Ligero leaves of its blend have also undergone additional fermentation in casks. The habanos feature a beautiful new primary band design in black and gold with the 50th anniversary seal, each cigar individually numbered. Some characteristic elements of the Cohiba brand, such as the grid design, have been reinterpreted in a contemporary way. Meanwhile, a separate foot band takes smokers back 50 years, showcasing the very first commercial design of the Cohiba brand, a colonial-inspired insignia with a decorative typeface that was used only briefly, replaced shortly after by the logo that is still in use today.

> Cohiba 50 Aniversario.

Habanos, S.A.

> Cohiba 50 Aniversario Humidor features Vuelta Abajo tobacco leaves coated with 24-carat gold leaf.

> Cohiba 50 Aniversario Humidor.

Habanos, S.A.

> Cohiba 50 Aniversario Humidor.

Habanos, S.A.

> Cuaba 20 Aniversario, a new doble figurado.

Habanos, S.A.

This commemorative edition is presented in an exclusive luxury cabinet humidor made by Elie Bleu from different precious woods, including makassar ebony, sycamore and guarea cedrata or scented guarea. The innovative external marquetry decorating its doors is the result of a long process of experimentation, in which carefully selected authentic Vuelta Abajo ligero leaves were coated with 24-carat gold leaf, delicately carried out by expert Parisian artisans. This unique collector’s item features a range of accessories inside including a travel humidor for five habanos, a handmade leather cigar case, and an ashtray made with the same marquetry technique used on the exterior and finished in Armenian obsidian. Each humidor will be numbered from 1 to 50 and personalized with the owner’s name. Each buyer will also receive a certificate of ownership and authenticity issued by Habanos S.A.

The 2016 Edicion Limitadas, featuring vitolas not in the brands’ regular portfolios and leaf aged a minimum of two years: the Trinidad Topes, Romeo y Julieta Capuletos, and Montecristo Dantés.

Habanos, S.A.

> Hoyo de Monterrey Hermosos No. 4 Añejados, one of two new Habanos Añejados being launched on the market as Special Editions in limited quantities.

Habanos, S.A.

Cabinet No. 1 was auctioned for $357,000 at the traditional humidor auction at the festival’s gala closing night dinner. The remain- ing 49 humidors were auctioned blind among exclusive Habano distributors, with about half of the eligible distributors worldwide participating. The final price for each of the remaining cabinet humidors was set at a minimum of $223,000 each. All proceeds from the auction benefit the Cuban Health System.

Also launched was the Cohiba Majestuosos 1966, a unique heavy ring gauge vitola whose dimensions of 5 7/8 in. (150 mm) by 58 ring gauge do not appear in any other Cohiba product nor in the standard range of sizes of Habanos. The exquisite full strength blend was created for smokers who like complex, intense flavors. This commemorative edition is presented in an elegant, gleaming black lacquer 20-count humidor featuring a subtle vintage curved design as a tribute to cigar’s 1966 launch. Only 1,966 individually numbered pieces make up the series.

A special Cuaba 20 Aniversario vitola featuring a doble figurado format, measuring 6 3/4 in. (170 mm) by 56 ring gauge will be released in an artisan humidor containing 50 Habanos and crafted from precious Cuban woods features a clean design symbolic elements related to the discovery of tobacco and the origin of the Cuaba brand. All Cuaba Habanos have their own doble figurado shape, a format that represents the pinnacle of the torcedores’ art, due to the complexity involved in creating them.

Three 2016 Edicion Limitadas, featuring vitolas not in the brands’ regular portfolios and featuring leaf aged a minimum of two years, were also announced: Montecristo Dantés 6 1/2 in. (167 mm) by 48; Romeo y Julieta Capuletos 6 1/8 in. (153 mm) by 53; and 5 in. (125 mm) by 56 Trinidad Topes. Finally, two new Habanos Añejados that have been aged in Cuba for five years or more have been added: Partagás Coronas Gordas Añejados 5 5/8 in. (143 mm) by 46 and Hoyo de Monterrey Hermosos No. 4 Añejados 5 in. (127 mm) by 48. In both cases, these are new benchmarks that are not present in either brand’s standard portfolio. They are being launched on the market as a Special Edition in limited quantities. [S]