Hypothetical: What do we do with Fonseca?

[El Presidente]

 

It is easy to put the Fonseca marque in the too hard basket...but the marque has too rich a history! 

The Cuban cigar marque Fonseca traces its origins to 1892 when it was founded in Havana by Don Francisco Fonseca, a Spanish immigrant who had already spent years working within the Cuban tobacco trade. In a highly competitive Havana market, Fonseca chose to differentiate his cigars not through strength or boldness, but through elegance and presentation.

The feature that would define the brand and still does today was the wrapping of each individual cigar in a sheet of delicate white tissue paper before placing it in the box. Originally this served a practical purpose. The paper protected the wrapper from damage and from the oils on the hands of retailers and customers handling the cigars in shops. Over time it became the unmistakable signature of the marque.

Before the Cuban Revolution, Fonseca developed a reputation for producing refined and gentle Havanas aimed at smokers who preferred a lighter, more elegant profile. While the cigars were made with Cuban tobacco, including leaf from the Vuelta Abajo region, the blending philosophy leaned toward smoothness and balance rather than power. The brand gained solid export traction, particularly in Europe where its mild character appealed to a wide audience.

Following the 1959 Cuban Revolution the brand, like all Cuban cigar marques, was nationalised and eventually placed under the control of Habanos S.A. As happened with many historic brands, the portfolio was streamlined significantly over time.

Today only a handful of regular production vitolas remain, including the KDT, Delicias, Cosacos and No.1. They continue to reflect the traditional Fonseca style, light to medium in body, approachable, and still wrapped in the brand’s distinctive tissue paper.

Fonseca may never have been positioned as a powerhouse marque  but it remains one of the more charming survivors of Havana’s golden age. 

 

So I’m putting you in charge of Habanos Marketing again. Is this famed Marque even worth pursuing? If so, where in hell do you start? 

You have a clean slate. How do you make this Marque interesting to global cigar lovers? 

Put your marketing hat on. Think outside of the square 

[zacca]

Marketing is all about tradeoffs and this is one I’d consider giving the axe to instead of putting in effort to revive…pending my review of their numbers of course. I’m assuming they’re low production and low sellers. I’d spend my time trying to figure out how to unwind the Trinidad pricing decisions without cheapening the brand. Now THAT’S a challenge. 

[NeoGeo]

This is a tough one, as it is an under-appreciated brand IMO. Although, the No. 1 is the only decent one of the bunch, when they're on, they're really on! Very under-rated. From a branding perspective, everyone knows the white tissue paper and instantly thinks "Fonseca" by sight. In that sense, there is a unique brand identity already established. The bigger challenge being that most associate it with cheap and only occasionally cheerful. While we hear all to often, "Cuba being Cuba" when it comes to consistency, some marques get more of a pass than others due to variety of offerings and quality when they are done right. Fonseca doesn't have that luxury, so consistency needs to improve (marketing can create demand and sales, consistency brings 'em back).

If (and that's a HUGE "if") they could do that, the path to make it interesting to a broad, global group is though diversity. To breath life back into the brand, they should lean in to the current brand identity, but bring more shapes and sizes available...at a similar price point relative to the Fonseca name (play where you play, not trying to punch up 2-3 levels). A DC or Churchill, a Robusto, a Piramide, a Petit Robusto, even a Corona Gorda...all wrapped in that signature, almost fancy, white tissue that makes them so easily identifiable, at Fonseca-relative price points, would probably do quite well. Maybe come up with a couple of Regionals to draw immediate attention in key markets and see where that goes. I wonder how that Canadian one is doing? 

Then again, maybe Zacca has the right idea and just cut the losses. 

[SirVantes]

2 bands. The answer is always more bands. But this time, the existing band under the tissue paper, and a new band over the tissue paper, that you discard after removing the paper. The new band can be a simple ring like a foot band, since it's similarly meant to be discarded. Voila, no more fiddling with the band and everyone can see what you're smoking (for those to whom this matters).

[JohnS]

This is tough. Really tough. Fonseca never had much of a profile, not much of a brand awareness, even before the Covid-19 Pandemic and Cigarmegadon mid-2022. Introducing new vitolas probably wouldn't change much. You'd have to have an active campaign to promote it to let cigar enthusiasts consider it as a viable option for consumption.

 

[Li Bai]

From a business perspective I guess the brand isn't worth the effort but that's a shame as the N°1s I've had were very good cigars.

I'd be sad if it disappeared though, Fonseca was the name of one of my father's best friends (very common last name in Portugal as it's where it's originated from) and it always brings joyful childhood memories when I hear it, but that's just me being sentimental.

[BrightonCorgi]

Fonseca No. 1 is one of my favorites and a cigar profile that is unique currently in the portfolio. Incense and marshmallow flavor is just wow, IMO.

As for what to do with the marca...play into what is already established. They should continue that flavor profile into the prevailing vitolas of today. I don't think that flavor profile would translate well for cigars over 48 ring gauge.

Market the history, swoon over the flavor profile. Promote the tissue as a feature in a way that elevates Fonseca cigars from the rest. Like saying Fonseca cigars are the connoisseur, "are you ready for such a cigar?" 

I'd like to see embossing on the tissue paper to make it more bespoke. Fonseca would be easier to create a new campaign and awareness from then SLR.  

[SirVantes]

5 hours ago, BrightonCorgi said:

 I don't think that flavor profile would translate well for cigars over 48 ring gauge.

I agree. Maybe they should think about offering the marca in exclusively small ring gauges - Lanceros, Panetelas, Coronas Grandes, Franciscanos, Lunch Clubs. Market it as the elegant marca and the antithesis to all the fat showiness. It will necessarily start as niche, with the possibility of becoming cult?

[Duder]

Bring back the Invictos! Those were the star of the Fonseca show. 

[joeypots]

Habanos could make Fonseca a premium triple banded dollar gobbler with the release of the new #1 in the same Cazadores vitola as a RE. Bump up the price and go with packaging that is worth more than the cigars and they may be able to sell the cigar at a premium. I don't see how the current sticks can be brought back to life without some marketing bump. 

I know, I'm a cynic.

[Gubbins]

I expect that - like myself - there are quite a few cigar smokers who couldn't differentiate the Fonseca vitolas very well by name, or shape. In my mind they are all relatively similar, and are humbled a touch by a short filler being thrown amongst them, of which one that is, I am not exactly sure. For this reason I would break the brand down to just 3 recognisable sizes, and rename them. Feel free to tinker with the blends a little, but keep the Cadettes as a recognisable quick smoke, and the number 1 maybe, as people rate it already,  but then bin off the Perla and Petit Corona, and replace with a Corona-Gorda. No more short filler in this line up.

Milage may vary, you could potentially bin the No.1 instead of the Petit Corona, but this might upset some of its fans. Either way, there needs to be more recognisable identification and difference between the vitolas. Have another crack at the blends potentially, and maybe even rename them. Keep the bands because they are brilliant.

To conclude : New line up : Cadetes, No1, Corona Gorda, potentially re-blend. A cheeky marketing push upon release of Corona Gorda and axing of old vitolas.

[yuppie]

Honestly, just discontinue the brand and put that capacity toward Saint Luis Rey, Sancho Panza and El Rey del Mundo.

[Chibearsv]

5 hours ago, SirVantes said:

I agree. Maybe they should think about offering the marca in exclusively small ring gauges - Lanceros, Panetelas, Coronas Grandes, Franciscanos, Lunch Clubs. Market it as the elegant marca and the antithesis to all the fat showiness. It will necessarily start as niche, with the possibility of becoming cult?

I generally agree with this but my thought was to market primarily to women smokers as an "elegant marca". I know women smoke CCs now in every marca but are any of them being specifically marketed to women? 

[SirVantes]

1 hour ago, Chibearsv said:

I generally agree with this but my thought was to market primarily to women smokers as an "elegant marca". I know women smoke CCs now in every marca but are any of them being specifically marketed to women? 

Here's a thought: the woman who's iconoclastic enough to smoke cigars may not want to be pigeon-holed as the obvious small ring gauge market?Instead, I'd market it to everyone who detests large ring gauges - there seem to be plenty at FOH.

[Havanaaddict]

I think it's all about more regular sizes - Robusto, Piramide, Petit Robusto, Corona Gorda, these are more the sizes that people are smoking now! Of course keep the white tissue paper wrapping, it is a classy touch and makes a great presentation gift. I think a box of (5) and box of (10) would be a easy way to start!

[Puros Y Vino]

I don't mind Fonseca. It's an old historical brand. The white tissue presentation is very unique. One of my first full box purchases was a box of Delicias which I enjoyed a lot. The No 1's are solid too. I'd rather see Cuaba get kicked to the curb over Fonseca. We shouldn't encourage Habanos to dump the more affordable/cheap marcas.  

[Mr. DD]

More Fonseca Regional Edition releases perhaps? I dunno. 🤔 I do know that I’ve enjoyed a box of Cosacos a couple of years ago, but I haven’t tried the other vitolas yet.

[BrightonCorgi]

15 hours ago, Puros Y Vino said:

I don't mind Fonseca. It's an old historical brand. The white tissue presentation is very unique. One of my first full box purchases was a box of Delicias which I enjoyed a lot. The No 1's are solid too. I'd rather see Cuaba get kicked to the curb over Fonseca. We shouldn't' encourage Habanos to dump the more affordable/cheap marcas.  

There's room for both Cuaba and Fonseca. Both distinct enough to justify. 

[chris12381]

Fonseca is worth saving, but it should embrace what it’s supposed to be.  The brand’s whole identity is elegance, mildness, and presentation.  That market exists and Habanos barely serves it.

If I were placed in charge of revitalizing it:

1. I'd lean into an identity. Fonseca should be positioned as the refined Havana. A morning or afternoon cigar with coffee, not a powerhouse. Light, balanced, civilized.

2. The tissue paper IS the brand. That wrapping is one of the most distinctive things in cigars (not just Cuban) and nobody except really knowledgeable people know about it. So I'd build the story around it. Connoisseurs who appreciate the beauty of the delicate tissue paper, the ritual of unwrapping a Fonseca before you smoke it, you tie it into how this used to be a common way to protect a cigar and only Fonseca has carried on this tradition.  

3.  I'd expand the line carefully. Add a thin elegant vitola like a Lonsdale and maybe a small breakfast cigar. Bring back the Invictos? No large or fat vitolas. There's nothing elegant or refined about fat ring gauges. They would completely undermine what the brand is.  

4.  It needs to be priced as a "daily luxury". Not a bargain, but a cigar you should make a part of some daily ritual. With your coffee, sitting down after a long day of work, chatting with friends...

[Chibearsv]

16 hours ago, SirVantes said:

Here's a thought: the woman who's iconoclastic enough to smoke cigars may not want to be pigeon-holed as the obvious small ring gauge market?Instead, I'd market it to everyone who detests large ring gauges - there seem to be plenty at FOH.

Isn’t it possible that there’s a population of women that might be interested in cigars but never tried one? Marketing an easy to smoke, elegant cigar specifically to that market might be viable. That’s all I'm saying. I don’t assume all female cigar smokers are iconoclasts. 

[sactochris]

I love Fonseca, I always have. Before I became well versed in Cuban cigars I smoked quite a few of the late '90s, early '00s New World Fonseca brand, primarily the 5/50 and the Triangulares.

One of favorite cigar memories is the Fonseca #1 with nearly ten years on it I smoked at J.J Foxx in London back in 2012. I smoked the end of it standing across the street from Fortnum & Mason waiting for the cuckoo clock to perform it's magic ritual.

I have excellent boxes of both #1s and Cosacos that I bought on this very forum many years back. I would be sad to see Fonseca go away.

[Duder]

14 hours ago, chris12381 said:

Fonseca is worth saving, but it should embrace what it’s supposed to be.  The brand’s whole identity is elegance, mildness, and presentation.  That market exists and Habanos barely serves it.

If I were placed in charge of revitalizing it:

1. I'd lean into an identity. Fonseca should be positioned as the refined Havana. A morning or afternoon cigar with coffee, not a powerhouse. Light, balanced, civilized.

2. The tissue paper IS the brand. That wrapping is one of the most distinctive things in cigars (not just Cuban) and nobody except really knowledgeable people know about it. So I'd build the story around it. Connoisseurs who appreciate the beauty of the delicate tissue paper, the ritual of unwrapping a Fonseca before you smoke it, you tie it into how this used to be a common way to protect a cigar and only Fonseca has carried on this tradition.  

3.  I'd expand the line carefully. Add a thin elegant vitola like a Lonsdale and maybe a small breakfast cigar. Bring back the Invictos? No large or fat vitolas. There's nothing elegant or refined about fat ring gauges. They would completely undermine what the brand is.  

4.  It needs to be priced as a "daily luxury". Not a bargain, but a cigar you should make a part of some daily ritual. With your coffee, sitting down after a long day of work, chatting with friends...

Invictos was a 45 ring perfecto. That’s hardly a fatty. Especially considering the preponderance of 52+ these days. 

[BrightonCorgi]

9 hours ago, Chibearsv said:

Isn’t it possible that there’s a population of women that might be interested in cigars but never tried one? Marketing an easy to smoke, elegant cigar specifically to that market might be viable. That’s all I'm saying. I don’t assume all female cigar smokers are iconoclasts. 

Marketing a cigar towards women kills half you already established market of men. What guy wants to smoke a chick's cigar? The marketing is the same regardless of gender. Both genders want the same thing out of a cigar.

 

[chris12381]

8 hours ago, Lucas Buck said:

Invictos was a 45 ring perfecto. That’s hardly a fatty. Especially considering the preponderance of 52+ these days. 

I agree. I didn’t mean to suggest the Invictos was a fat cigar. The question mark was just me thinking out loud about whether it should come back.  A 45 ring perfecto fits the idea perfectly. My point was only that Fonseca shouldn’t drift into the modern 52+ ring gauge territory. 

[Ford2112]

Are any of the vitolas other than the 1 worth saving? The brand needs an overhaul same as so many other lesser marcas. I don't think Habanos cares and with thing as dire as they are the blue collar smokes are going the way of the DoDo.