Weekend discussion: 25 Year years of the modern Habanos S.A.

[El Presidente]

How time has flown!

 

It has been 25 years since the Spanish giant Altadis S.A. purchased 50 percent of Habanos S.A., the international marketing arm of Cuba’s state-owned cigar enterprise, for USD 477 million. That 50 percent joint venture ownership has changed hands twice since, yet Habanos S.A. continues to dictate the global marketing strategy, though not production, for Cuban cigars.

1. What do you consider the best five cigars released by Habanos S.A. over that time?
2. What have been the highlights of Habanos S.A. during that period?
3. And what have been the lowlights?
4. Give Habanos S.A. a score out of 10 as business managers. 
5. Give Habanos S.A. a score out of 10 as legacy holders. 

[Çnote]

I've only been watching HSA for a few years, but 10 of 10 for making CC a true luxury good so fast. If that was the point, then 10 for 10 as biz managers.  

[Li Bai]

1.   Siglo VI

      Mag 50

      Double Edmundo

      Quai d'Orsay 52

      Partagas E 2

2. QC has improved even though there's still lots of work in that field.

3. Getting rid of nearly all thin rg cigars and regular customers for profit since 2022

4. It's tough, they could do almost anything and still sell their cigars given they're the only ones providing the best tobacco in the World... I'd say 5/10 since they've increased their profits so much but I'm not sure what's going to happen to this strategy on the long term.

5. 0/10, I don't think they care much about any legacy and it shows, it's a business after all.

[gormag38]

I'll fill in my opinions where I can; but truly haven't been around long enough to be very knowledgeable on alot of these things. 

1. What do you consider the best five cigars released by Habanos S.A. over that time? QDO50, Sig VI, CPE, double eddies, PSE2
2. What have been the highlights of Habanos S.A. during that period? The QC has improved greatly. While still not up to par on that of their NC counterparts it has been 'better'. 
3. And what have been the lowlights? Pricing out the 'everyday' smoker and making habanos a 'luxury' item, removing most of the true long and skinnies, giving the axe to many 50 cab offerings, giving the axe to too many legendary cigars (HdMdD, BCE, HUPC, SLRDC, LGCMdO1-3 etc) and more recently not being able to keep stock up to par since 2019 really. 
4. Give Habanos S.A. a score out of 10 as business managers. 6. The only reason it's that high is because their 'luxury item' scheme seems to be working for now. I cant see how it keeps up with all the issues plaguing the island. With planting hectares seemingly always going down annually, farmers planting other crops, destruction from climate change and hurricanes, not improving (or rebuilding) critical infrastructure.  and rollers leaving in droves I can easily see where a 'pinch point' may arise. Their business model may not play out long term. 
5. Give Habanos S.A. a score out of 10 as legacy holders. 1/10. Yeah they don't give a hoot about HSA's 'legacy'. It's about . Little capitalist Cuba pretending to still be communist. 

[Puros Y Vino]

I don't have a full 25 years of Habanos experience (started 2009).  So take this with a grain of salt. FYI. Click here to see 2000-2025 releases for reference.

1. What do you consider the best five cigars released by Habanos S.A. over that time?
   1. Cohiba Gran Reserva.  (I could only afford a handful, but from foot to head? Perfection. Regular Siglo VI can vary from good to great. These are exceptional.
   2. La Escepcion Selectos Finos.  Technically, not something Habanos had planned but thanks to Diademas SPA's insistence, these got made and they are amazing. I wish the original plans to make these a Lancero got approved, but still, these are epic in Dalia format.
   3. Cohiba 1966.  At the time, these seemed pricey. But they were worth it.  
   4. LGC Deliciosos. To mark the first Cuban regional offering, Habanos made what is IMO,the nicest jar to this date.  Bonus? The cigars smoke great.
   5. Trinidad Robusto T. Debuting a bit before the BHK52. This cigar IMO runs circles around the 52. This should have been CA's #1.
2. What have been the highlights of Habanos S.A. during that period?
   • I'll echo what some have said above. As an owner of several late 90's boxes, the draw on some can be tough and a few near impossible. So, QC did seem to get right on track.
3. And what have been the lowlights?
   • Constant missed delivery timelines. Often years out from announcements.
   • Recent switch to Luxury status and setting the cost standard to the HK market. Also massive price hikes. This pretty much killed cigar tourism to Cuba.  The Pandemic didn't help either FWIW.
   • Catering to the world's despots and multi-millionaires. Especially galling considering the near slave like status of those involved in the cigar making process.  Even worse with the reveal that prisoners are now part of that workforce.
4. Give Habanos S.A. a score out of 10 as business managers. 
   • Score=3. Despite their ineptitude, the consumers demand for their product makes them look golden.  They have the most unique proposition. Historical association and acknowledged birthplace of the "modern cigar".  Which over more than a century has been entrenched in books, movies, social scenes, etc. Despite having the right soil, mystique and experienced workforce from farm to rolling table, they just cannot seem to manage the logistics well enough.
   • From a business point of view. Repurposing their best leaf for specific luxury releases at the expense of regular, historical production does provide them with more bang for the buck. Sadly, it is as the expense of the legacy consumer.
5. Give Habanos S.A. a score out of 10 as legacy holders. 
   • Score=2.  They can give fancy presentations and talk romantically about legacy, history, etc. But at the ground level. This is about making gobs of money off a workforce that is paid slave wages at best.

[BrightonCorgi]

1. Cohiba GR, Trinidad Robusto T, Montecristo Double Edmundo, Cuaba Distinguidos, and Partagas Salomones.

2.  Proliferation of Regional & LCDH Edition cigars.

3.  Deprecation of Monarchs, Royal Selections, LGCs, and forgetting "the regular guy" Habanos consumer.

4.  Score=3.  LCDHs closings and lack of business are good barometer. Global price setting is driving consumers to other cigar manufacturing regions. That puts a negative magnifying glass on Habanos inconsistent & overpriced product. With the global push to vanquish tobacco, raising prices makes their job (Globalists) all the easier.

5.  Score=6. Repositioning as a luxury item elevates Habanos into higher realm than just tobacco. This attracts some consumers who smoke purely to display their affluence. 

[El Presidente]

1. What do you consider the best five cigars released by Habanos S.A. over that time?
   1. Cohiba Siglo VI
   2. Trinidad Robusto T 
   3. Cohiba Gran Reserva
   4. H. Upmann Magnum 50 
   5. Behike 
2. What have been the highlights of Habanos S.A. during that period?
   • The excitement introduced in the ealy 2000's with affordable and sometimes excellent Limited Editions all followed by the Regional program. In that early 2000's period there was still a real effort to connect with average the consumer/retailer. 
3. And what have been the lowlights?
   • Dicontinuation of cigars. So many great ones gone. 
   • Pricing and positioning policy. The telling of up to 60% of their loyal market that they are no longer considered good enough to purchase their cigars. 
   •  
4. Give Habanos S.A. a score out of 10 as business managers. 
   • 9
   • I preface this to say it is since the Chinese change of hands. They have moved from a mid $500 million turnover  to 850 million in just over 5 years. They have done this with less cigars. Habanos are not in charge of production. They are in charge of marketing. On that score, 9. 
5. Give Habanos S.A. a score out of 10 as legacy holders. 
   • 1
   • Pathetic.  Look at their marketing and positioning today. "We are a long way from the Finca Don Alejandro" 

[Fuzz AI]

1. What do you consider the best five cigars released by Habanos S.A. over that time?

If we're talking about regular production:

• Cohiba Siglo VI
• Trinidad Robo T
• San Luis Rey DC
• H. Upmann Mag 50
• Por Larranaga Montecarlos

If it's special release:

• Cohiba Double Corona LE 2003
• Partagas Lusitanias Consecha 2007 GR 
• Por Larranaga Encantos RE 2010
• Ramon Allones Celestiales Finos RE 2009
• Cohiba 1966 LE 2011

2. What have been the highlights of Habanos S.A. during that period?

• Definitely better QC. Early 2000s the QC on thin rg cigars was horrendous.
• Cigars are more approachable younger. Don't get me wrong, I still prefer to age my cigars
• Special release cigars like the GRs, LEs and REs (especially the Asia Pacific cigars), though the Anejados were crap.

3. And what have been the lowlights?

• Discontinuation of Des Dieux, SdC #3, and many 50 cabs. 
• Ridiculous price increases
• The change to large rg cigars

4. Give Habanos S.A. a score out of 10 as business managers. 

8 out of 10. Despite all the BS over the years, the demand for Cuban cigars is higher than ever. Turning an every man product into a luxury brand in a few short years is impressive, even if you don't like how it alienates you.

5. Give Habanos S.A. a score out of 10 as legacy holders. 

Legacy? They've trashed the legacy and disconnected from their history. 1 out of 10.