The Steady Descent of Ramon Allones

[JohnS]

I came across the following article of interest from Simon Chase, the British 'Cigar Sage' who worked for Hunters and Frankau from 1977 until his retirement in 2009. I always find what he has to say of interest, due to his passion and experience for Habanos cigars. The article below details how Ramon Allones was once a premier brand (in Simon's view, a gigantic brand), which has now been left with 3 primary vitolas, the Gigantes (Double Corona) , the Specially Selected (Robusto) and the Small Club Corona (Minuto). If we include the 2010 LCDH Exclusivo release, the Ramon Allones Superiores (Corona Gorda), then it's four main vitolas.

Ramon Allones (and Bolivar) always comes up amongst the top six favourites marcas on our forum when various polls are conducted from time-to-time, so why has it been decimated over the years? On the plus side, Simon mentions the great number of Ramon Allones Regional Editions recently as a validation of the marca.

Once a Gigantic Brand, Ramón Allones has Faced a Steady Descent

One of the saddest stories of my time in the Havana cigar trade has been the steady, sometimes precipitous, decline of Ramón Allones.

It matters to me for two reasons. One is that, between 1911 and 1927, the brand was owned by Hunters, the British cigar importer that is now part of today’s UK Habanos distributor, Hunters & Frankau, where I spent most of my career. As a result I feel an almost proprietorial responsibility for it. And the other is because, for many years, my standard response to requests for the name of my favourite cigar has been the Ramón Allones Specially Selected.

In its heyday under Hunters’ ownership, Ramón Allones was a gigantic brand. The company’s 1924 catalogue lists a total of sixty-two different sizes to choose from. A range on this scale continued after the brand was sold in 1927 to Cifuentes, Pego y Cía, which owned the Partagás factory, right up until the outbreak of the Second World War. Wartime currency restrictions prohibited the importation of Havana cigars to Britain completely until 1952 and even then the quantities were limited. Hunters’ 1957 catalogue listed a modest ten sizes in seventeen references for Ramón Allones. Nevertheless, it was a big brand in the UK, with sales far outstripping the company’s other major player, Montecristo.

Photo: Hunters & Frankau

Apart from the inevitable Coronas and Petit Coronas, in those days, the Ramón Allones’ range encompassed two interesting slender vitolas as well as a group of heavier ring-gauge sizes. On the slim side were the Private Stock (40 x 6 3⁄8 in/162mm) and the perfecto-shaped Ideales de Ramón (36 x 6 3⁄8 in/161mm). And under the heading of ‘cigars of extra bold girth’ came the Magnum (46 x 5 5⁄8 in/143mm), the Allones Grandes (44 x 6 1⁄4 in/160mm) and the Allones Specially Selected (48 x 5 1⁄8 in/130mm), although it was a different shape to my favourite cigar of today.

After the Cuban revolution in 1959, things stayed much as they were for the subsequent decade. One notable addition to the Ramón Allones range was a unique form of packaging for its Coronas, the 8-9-8 cabinet selection, with its contents of 25 cigars arranged with eight on the top row, nine in the middle row and eight on the bottom row. In fact, this innovation was first introduced in 1958, just before the revolution at the request of Hunters.

Photo: Hunters & Frankau

The 1970s heralded a period of change; at first positive and then negative. In 1972 there was a rationalisation of sizes between Ramón Allones and Partagás, which saw the Magnum and the old Specially Selected disappear, but the addition of the 109-sized Gigantes, the Dalia-sized 8-9-8 (called the Churchill 8-9-8 in England), a thin Ninfas known as the Selección No. 55, a Franciscano called the Allones Extra and a tiny Panetela named the Ramonita. The Specially Selected returned as a 50 x 4 7⁄8 in/124mm Robusto size in 1975. At this point things looked good for Ramón Allones. However, there were forces at work that were set to undermine it. First, it was a brand, the sales of which were focused on just two markets: the UK and Switzerland. Partagás, on the other hand, was more widely known around the world. Then there were the rising fortunes of other Cuban brands, particularly Montecristo.

A surprising fact that I unearthed shortly after my arrival at Hunters was that Ramón Allones’s UK turnover in 1970 had been three times higher than Montecristo’s. But, by 1980, that position had been reversed and Montecristo’s sales had become three times higher than Ramón Allones’s. What caused such a dramatic shift I have never fully understood, but fashions change, I suppose.

It was lucky that, in 1978, I photographed the whole Ramón Allones range as it then was. Because that same year, Cubatabaco started a process of rationalisation. The 109-sized Gigantes became a standard Prominentes, or Double Corona, and the Private Stock, Ideales de Ramón, Allones Grandes and Selección No. 55 disappeared completely. Over the next two decades, many more sizes fell by the wayside, until the early 21st century, when just three standard sizes remained – the Gigantes, the Specially Selected and the Small Club Corona.

As a final indignity, when Habanos S.A. rated all its 27 brands by order of importance, Ramón Allones was placed in the lowest category as a ‘local brand.’ On the face of it, you could argue that the time has come to close the door on the history of this venerable brand. But one factor suggests a different course of action.

Since 2005, Habanos S.A. has permitted its distributors to request special sizes in less well-known brands to sell exclusively in their markets as Regional Editions. It is staggering that over 150 of these specialities were produced up until 2015. But it is equally remarkable that the brand chosen most often, accounting for one in every five Regional Editions, is – you guessed it – Ramón Allones. With such a vote of confidence from Habanos S.A.’s distributors in all corners of the world, surely it’s time to give Ramón Allones a lift. And there are plenty of sizes from the past that I, for one, would enjoy smoking again.

 

Source: http://www.cigarjournal.co/ramon-allones-habanos-brand-history/

 

[dflan82]

Great read, John.  Thanks for posting.  I myself am a fan of the Ramon Allones brand and would love to see some of the older cigars pictured return if only in limited offerin.  It would be pretty cool if they would select a vitola from days past and make a run of 50,000 each year as part of a "Legacy" Series.  These would I'm sure get snatched up quickly and at a premium price (which should make HSA happy).

Probably won't happen and if they do expand the vitola offering within RA, it would most likely be a stubby 54+ ring gage 

Only time will tell, I suppose.

 

Merry Christmas to you my friend.

Dan

[Bohn007]

John, an awesome perspective. I too am a huge fan of the Ramon Allones marca and would love to see some more choices in current productions. I smoked a 2008 Gran Robusto today and it was an amazing cigar. Thanks for posting. 

[Dude]

RASS is, IMHO, what all cigars should aspire to. Simple, elegant, consistent, and relatively affordable. 

Thanks for the great read...happy holidays!

[awkwardPause]

Very interesting read, thanks for posting.

The Private Stock looks like something I'd be trying to track down back in the day...great size and looks fantastic. Love the dark blue band as well - looks simple yet sharp.

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[NSXCIGAR]

Great read.

Ramon Allones is a great brand with a great following and a terrific reputation that deserves so much more than to be essentially abandoned by HSA. I have no doubt the 8-9-8, if reintroduced, could be a big seller, as well as something like a Pyramid or Gorditos  or even a Marevas. I think RA fell victim to the <42 RG cuts as much as any brand. 

Another brand that has fallen from even greater heights is ERDM. Once Cuba's most famous brand, it has become a mere shell with only a Hermosos No.4 and a Small Panetela remaining. However, I don't see the potential to resuscitate ERDM as I do with RA. 

I guess they both fall into the category of HSA Darwin Award winners. 

[LGC]

Yep, all cigars that I fell in love with 15 years ago are now dead... and brands completely hacked. I have zero faith in the lines coming back to draw me back into the hobby like I once was. The cigar world is being pushed farther and farther towards a collector market. Too many cigar smokers openly embrace inflated prices justified by a 2nd band, numbered box, slightly different RG or length, and "limited" production. Coronas are dead, PCs and TPCs have been hacked, panatelas and ninfas are dead (besides Monte and Cohiba), Lonsdales and dalias are pretty much dead. Any revived vitola is brought back at 2-3x the original pricing, with added flash and bling.

[Philc2001]

Thanks for sharing that John, great read. All the while I kept drawing parallels to the demise of the Punch brand, which used to have ninfas, multiple corona gordas, lonsdales and all varieties of shapes and sizes.

This is an all too common pattern across most of the marcas, with few exceptions, namely MC, Partagas and Cohiba.

At times it's difficult to sort out whether the whims of smokers, or the drive of marketers causes these shifts, both in proliferation and bust cycles. For example, Punch had no less that four corona gordas in the line (Punch Punch, Black Prince, super selection #2, royal selection #11) in the late 90s. Now, it has just the Punch Punch. Why?

The only logic I can come up with is; there is a time in the life of every enterprise where growth takes precedence and leads to unsustainable decisions. Then at some point the realization that it is not sustainable leads to aggressive rationalization.


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[Duxnutz]

Superiores are the shizzle! 

[ElReyDel757]

  Thank you for the link John, this was a fantastic read.  I have only tried the RASS and the Superiores, they are both fantastic.  I will soon try the RASCC.  In fact, a RASS from Rob's New to Habanos sampler last May is still the best cigar I have ever had.  It was almost unexplainable, it was so complex and bursting with flavors.  So much mushroom and floral goodness.  

[ChanceSchmerr]

2 hours ago, Brandon said:

Yep, all cigars that I fell in love with 15 years ago are now dead... and brands completely hacked. I have zero faith in the lines coming back to draw me back into the hobby like I once was. The cigar world is being pushed farther and farther towards a collector market. Too many cigar smokers openly embrace inflated prices justified by a 2nd band, numbered box, slightly different RG or length, and "limited" production. Coronas are dead, PCs and TPCs have been hacked, panatelas and ninfas are dead (besides Monte and Cohiba), Lonsdales and dalias are pretty much dead. Any revived vitola is brought back at 2-3x the original pricing, with added flash and bling.

And this is the worst thing - If they brought one of my beloved Coronas back from the dead, they'd slap a second band on it and charge 3x the price....and the market would lap it up and justify the high pricing to begin with! A vicious cycle where the consumer never wins.

[LandCruiser]

Those Seleccion No 55 look absolutely amazing..... COME BACKKKKK 

[clutch5150]

So with the way I read the closing statement with so much regional demand for RA, why has the brand diminished and not expanded? Are they just satisfied with the current status quo?

[Dave001]

nice read indeed of a wonderful cigar which they should stop making all these limited smokes and start making some more regular production!!

[LLC]

The three they still make are all awesome cigars. It would be great to see a regular production size between the RASS and the RAG.


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[watches_whiskies_cigars]

Great read, John. I feel that even if HSA reintroduced some of the discontinued thin ring guage cigars, they wouldn't hold a candle to what they were in the 90s and earlier owing to the change in tobacco strain in the late 90s. I'd be curious to hear @PigFish 's perspective on a vetical tasting of a discontinued cigar such as the Partagas SdCs comparing one from the mid-90s to one from the mid-2000s.

[JLFIRST]

Great read, John. I feel that even if HSA reintroduced some of the discontinued thin ring guage cigars, they wouldn't hold a candle to what they were in the 90s and earlier owing to the change in tobacco strain in the late 90s. I'd be curious to hear @PigFish 's perspective on a vetical tasting of a discontinued cigar such as the Partagas SdCs comparing one from the mid-90s to one from the mid-2000s.

Having smoked an SdC1 from 1997 and considering it one of the finer cigars I've smoked, along with the 98 ERDM TANIOS, Cohiba Reserva Humidor, and some other fine vintage cigars. Many of the vintage and aged Ramon Allones have been amongst my favorites. They age extremely well and I've had nothing but great times with them.

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[Philc2001]

Having smoked an SdC1 from 1997 and considering it one of the finer cigars I've smoked, along with the 98 ERDM TANIOS, Cohiba Reserva Humidor, and some other fine vintage cigars. Many of the vintage and aged Ramon Allones have been amongst my favorites. They age extremely well and I've had nothing but great times with them.

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I've got a couple of 02 Tainos somewhere I need to dig out, I think I may burn one this weekend

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[Sean3]

Great read, and interesting history, appreciate it JohnS.

[encephalization]

Thanks for the post, very interesting. I am a bit ashamed to say that I knew very little of how big RA used to be, despite it being my favorite marca now.

Their popularity in REs should really push them the opposite way but hey.. In the meantime, I'll keep buying RASS's, minutos and whatever regionals I can get my hands on. Thanks again.

[Professor Twain]

Great post. Ramon Allones cigars have a flavor that is truly unique. Over the last year I have been systematically sampling non Cuban brands to identify the best, and I have NEVER smoked a cigar with that distinctive RA flavor. That full bodied stewed fruit flavor is astonishing.

Personally I am happy with the sizes that are available (including Superiores), and grateful that RA has not fallen into the state of another favorite, La Gloria Cubana, which has been decimated.

[OZCUBAN]

Great post John 

Alas I have to wholeheartedly agree with this article ,I don't think the Ramon Alones is alone in this predicament just look at the Diplimatico Brand and Punch  

I have always a great fan of the marque,but even the Mighty RASS is not what it used to be ,it is very sad that Habanos in  it's "Wisdom" chooses to decimate the very Brands and Heritage thar IMHO define what smoking a good Cuban is all about 

My 2c worth 

[canadianbeaver]

Great article on my favorite marca, even when visitors to our house blah blah about the ones that are more famous .

The 2011 Extra is my favorite and packing a few boxes of those. Lots of us do not like them, which makes them more interesting to talk about at a nice bar with beer and snacks.

Happy holidays all!

[ChanceSchmerr]

22 hours ago, Professor Twain said:

Great post. Ramon Allones cigars have a flavor that is truly unique. Over the last year I have been systematically sampling non Cuban brands to identify the best, and I have NEVER smoked a cigar with that distinctive RA flavor. That full bodied stewed fruit flavor is astonishing.

Personally I am happy with the sizes that are available (including Superiores), and grateful that RA has not fallen into the state of another favorite, La Gloria Cubana, which has been decimated.

Well said, @Professor Twain, although I'd argue that a properly aged Punch (like the Punch Petit Punch) comes close to that stewed fruit profile, just with a bit more sourness to it.

 

[shlomo]

4 hours ago, ChanceSchmerr said:

Well said, @Professor Twain, although I'd argue that a properly aged Punch (like the Punch Petit Punch) comes close to that stewed fruit profile, just with a bit more sourness to it.

 

Sourness in aged punch? I get peanuts or peanut butter every time.