Hypothetical Rebuilding: Vegas Robaina

[El Presidente]

 

 

History: Vegas Robaina 

The Cuban cigar marca Vegas Robaina is a relatively modern addition to the Habanos portfolio, introduced in 1997 as a tribute to one of the most respected tobacco-growing families in Cuba. The brand honors the legendary Cuban farmer Alejandro Robaina, whose family cultivated tobacco in the Vuelta Abajo region for generations and whose name became synonymous with exceptional wrapper leaf.

Alejandro Robaina was born in 1919 and spent his life working the tobacco fields of San Luis in Pinar del Río, the heartland of Cuba’s finest cigar tobacco. Over decades his farm gained a reputation for producing some of the most beautiful wrapper leaves on the island, prized for their color, texture and elasticity. In recognition of his contribution to Cuban tobacco, the Cuban government and Habanos created the Vegas Robaina brand bearing his name, something rarely done for an individual grower.

When the brand launched in the late 1990s it was positioned as a celebration of the Cuban tobacco farmer and the agricultural side of the cigar industry rather than the factory rollers who typically receive the spotlight. The cigars were blended using tobaccos from the Vuelta Abajo region and designed to reflect a classic Cuban profile with notes of cedar, earth and subtle sweetness.

The original lineup included several distinctive formats such as Don Alejandro, Unicos, Famosos and Clasicos, many of which became popular among enthusiasts for their traditional shapes and rich but balanced flavor profile. The Don Alejandro in particular, a large double corona format, was widely admired and became something of a cult cigar before its eventual discontinuation.

My Thoughts

The Clasicos (Lonsdale) and Familiar (Corona) where discontinued in 2012. I think in terms of flavour, both cigars were some of the finest cigars produced by Cuba at the time. Both were plagued by construction inconsistency however. The Don Alejandro Double Corona (discontinued 2017) was a beautiful cigar. 

The Don Alejandro Double Corona was a mediocre seller at best. The Clasicos and Familiar were shelf dust gatherers. 

Today in regular production we have:

• Famosos  Hermosos No.4   48 × 127 mm (5″)

• Unicos      Piramides   52 × 156 mm (6⅛″)

I think Habanos has completely lost interest in the marca, leaving it as a Regional Release option, that few distributors take up. 

So I’m putting you in charge of Habanos Marketing again.

Hypothetical: Let's assume Habanos offer a 50/50 JV in the brand and you are in charge of getting this marca off the floor. 

Using Cuban Cigar Website as your guide.https://www.cubancigarwebsite.com/brand/vegas-robaina

And keeping in mind that whatever you bring back has to sell, not just make the anoraks happy.

1. From discontinued regular production, which one do you reintroduce and why? if any!

2. From the Regional or LE catalogue, which one graduates to regular production? If any!

3. What custom Vegas Robaina formats would absolutely knock it out of the park commercially?

Think commercially smart. Think something that would actually move boxes.

[zacca]

This is a marca I would like to see have a revival.

If you lean into the tobacco-farm heritage + modern vitolas, it could actually become a very distinctive marca again. Think of it as the “agricultural / terroir brand” of Habanos. And in today’s market where there’s more awareness of heritage, different regions, and leaf types, l think that story actually sells. To reinforce this image, I’d increase pricing to go along with this revival. I’d learn my lesson from Trinidad and wouldn’t put it at that level, but just a notch lower. Premium but still seen as accessible. 

For the lineup additions:

1. Discontinued regular production - Don Alejandro. It’s the cigar most tied to Alejandro Robaina himself and should be the halo cigar. I wouldn’t expect it to be a volume seller, but positioned right (10-counts, premium pricing) it restores some identity to the brand. I wouldn’t revive Clásicos or Familiar because both struggled historically and thin RG isn’t where the market is today.

2. Regional / LE to graduate - Maestros RE España makes the most sense to me. It’s basically a Robusto format (50 × 141), which is still the most commercially proven size in cigars. VR oddly doesn’t really have a true Robusto in the lineup today, so promoting that vitola to regular production would likely move boxes.

3. Custom formats - I’m torn on this one as I’d love to see a petit corona but they’re not huge sellers. I know there’s demand for quick utility smokes like minutos/half coronas, but in this case I think it cheapens the brand. So I’d add a Petit Robusto (52 × ~100). Short robusto formats are extremely popular so I think it’s the best way to add a shorter format that people will buy. 

Now to really put my marketing hat on, I’d also introduce an annual “Farm Roll” style release tied directly to the Robaina farm…something rustic and limited that fits with the veguero heritage of the brand. Vegas Robaina is the only Habanos marca built around a tobacco farmer rather than a factory, so that story should be front and center. 

That would leave a tight commercial lineup: Petit Robusto / Famosos / Maestros / Unicos / Don Alejandro. Small, focused, and actually built around formats people buy.

[loose_axle]

Love VR and would love to see this line and Sancho Panza revived. 

1. Bring the VR Don Alejandro back. Classic and delicious. 

2. Regional/ LE - RE Suiza Petit Unicos - bit of fun and another prada-ish sized cigar which is a great when you haven't time for a full piramide. 

3. Custom - Lonsdale - Clasicos used to be part of the line up and I think the blend would go nicely in this format. 

 

[JohnS]

1. I would agree with bringing back the Vegas Robaina Don Alejandro. I miss that cigar, simply because its blend was distinctive from the other Double Coronas in regular production (i.e. Partagas Lusitanias, Ramon Allones Gigantes, Hoyo de Monterrey Double Coronas and Punch Double Coronas).
2. I'm glad that this is a hypothetical exercise because the falling out between Tabacuba/Habanos S.A. and the Robaina family, which started with Alejandro when he was alive and continued thereafter with his grandson, Hirochi, meant that there hasn't been a special release in this marca in 2014. That's not a coincidence. However, for arguments sake let's assume special releases are back in the picture. In this case, I would bring out a cigar that makes a statement; something like a 50 ring gauge × 155 mm (or 6⅛ inches) in length Dobles, like a Trinidad Robusto Extra.
3. For a custom Vegas Robaina cigar that would move and not be a shelf-sitter, you've have to go with a Petit Robusto, something that is 50 ring gauge x 110 to 115 mm (4⅜ to 4½ inches) in length. This size is more commercially safe than other options.

[El Presidente]

For those looking to bring the Vegas Robaina Don Alejandro back, would you do it in 25's or 10's? 

I would keep a small % of Don Alejandros in 50's. The balance in 10's. 

Still, I am not sure that would work without a complete rethink in terms of marketing.  Let me sleep on it. 

[zeedubbya]

From a sheer marketing perspective, not thinking like an actual cigar smoker, I would say rebrand the entire lineup into premium offerings like they have done with QDO, and Trinidad.  New bands, boxes and make the Don Alejandro available only in a special ultra premium offering like the Imperiales is now. Re-release Clasicos with a shiny new band in nice varnished boxes of 10 or 20 with a higher price tag. Leave behind the Familiar in favor of bringing out a 52, and 50 (like the QDO52 and 50) available in 10 and 25 count.  Keep the current Famosos and Unicos, but again, make them have consistent premium boxes and bands.  

Next year is a great year to do this, being the 30th anniversary. Could even call the DA and Clasicos some fancy Spanish word for 30th anniversary like Trigésimo or De Perla (as in Bodas de Perla). I like the sound of both, but Trigésimo sounds more correct in context. While making the core line of Unicos, Famosos, 50 and 52 part of a longer run. If sales of the new rebranded Unicos and Famosos doesn’t keep up with new 50 and 52 production, phase out both and add a 54. At this point there’d be a 50, 52, 54 in a standard line, and DA and Clasicos in premium line, which I think would work. As a smoker, I’d love to see them bring back the DA, Clasicos and Familar and market as a “farm to rollers table” type unique option but I don’t think this marketing would work very well personally. I’d buy VR 50 and 52 and would even consider DA and Clasicos if prices weren’t too outrageous (but I’m sure they would be!). Curiosity alone would get me, and presumably other smokers to try the 50 and 52 and even the new revived DA and Clasicos.  

[JohnS]

35 minutes ago, El Presidente said:

For those looking to bring the Vegas Robaina Don Alejandro back, would you do it in 25's or 10's? 

Definitely 10s if you want to move them.

[DeeBeezy]

I really, really, really love Vegas Robaina. Every time I find a quality box of VR Famosos I pick it up, I cannot get enough of them. I have more boxes of VR Famosos than any other cigar and most were bought in the last year. 

My first request to Habanos would be to keep it as it is and never discontinue or reduce production of what we have. I have noticed VR Unicos get increasingly difficult to find. An obvious choice is to bring back the Don Alejandro. if I were to look at custom sizes I’d look at:

6x38

Petit Edmundo 

Montesco.

[zacca]

4 hours ago, El Presidente said:

For those looking to bring the Vegas Robaina Don Alejandro back, would you do it in 25's or 10's? 

I would keep a small % of Don Alejandros in 50's. The balance in 10's. 

Still, I am not sure that would work without a complete rethink in terms of marketing.  Let me sleep on it. 

10s for sure. I like your idea of a very small % of 50s, but this stock should be majority 10s to move.

[BrightonCorgi]

For VR, I would mimic "farm roll" cigars and include a Padrino. Actually add tobacco from Robaina farm. Unicos should stay. Present cigars novel touches with shaggy or cover foot.

I wouldn't bother the Don Alejandro, wasn't as good as the other DC's currently in production.

[anacostiakat]

Huge fan of the DC. I think I might still have a box. Heh. With the cost today 10s might be a better seller.

[westg]

Hoyo de Monterrey didn't really need to do it with the portfolio they have. They nailed it with San Juan and Rio Seco. Those particular blends and formats lend themselves beautifully to Hoyo de Monterrey. Perhaps something similar, a Double Robusto and/or Montesco. Fatten up the blend considerably, try and give it some richness, a little savoury and spice. R&J Wide Churchill in the last 5 years have been ginger and spice. They can do it. 25 and 10's. Every time I smoke a Unicos it is screaming for me more. Give me something that cigar is screaming for a tad more. Fatten the blend. 

[mikec]

I agree that the Don Alejandro should return in 10 packs and limited release 50 count cabinets (great idea). I would also keep the Unico for sure and the current Famosos size. It might be interesting to add the "Padrino" as many of us have had the pleasure of smoking that beast. It might be a stretch but a VR Lancero or Especiales #2 size might also be a good seller.

[Montezüma]

I like how VR is exactly what it says on the tin, a classic Cuban done right. It's a shame that its not that successful. Is it a case of being too conservative? I do hope not. 

[Havanaaddict]

1. From discontinued regular production, which one do you reintroduce and why? if any! The Vegas Robaina Clasicos as we need more Londales!

2. From the Regional or LE catalogue, which one graduates to regular production? If any! 

   I think Vegas Robaina Short Robaina Edición Regional Andorra would kill it! 25 and 50 cabs

3. 
   What custom Vegas Robaina formats would absolutely knock it out of the park commercially? Lanceros  

[Ford2112]

Don Alejandro in 10s. I love the Unicos. This profile probably rocks in an 898 Lonsdale cab of 50! 

[Duder]

Love VR! All three disco vitolas were great. 

1) VRDA for sure. In 50 cab & 10s. Bye bye dress box. (Clasicos a very close second but the DA is magical)

2) Why the Jubilaums of course. An absolute stunner - the best VR and one of the finest Havanas ever produced!

3) A Salomones would be amazing I think. 

[BrightonCorgi]

I'll trade a box of DA's for Punch DC's. I doubt I'll get a taker.  As soon as something discontinued, it becomes fabled and vaulted.

[Duder]

1 hour ago, BrightonCorgi said:

I'll trade a box of DA's for Punch DC's. I doubt I'll get a taker. As soon as something discontinued, it becomes fabled and vaulted.

I would in a heartbeat if I had any 😭 The only DC I prefer is the cabinet Lusitanias and Punch is one of my favorite marcas. The Churchills have been much better for me. 

[mikec]

I might be interested in a DA for Punch DC swap (are we allowed to discuss on this forum?). I love the DAs and kicked myself for not grabbing a box at the time. Then again I wasn't smoking cigars at the time. Took a break at the entirely wrong time (2017-2020). I crawled back into the Habanos world after depleting my humidor I built over 20 years then "Cigarmageddon" happened. Who really could have predicted Chen Zi and his band of thieves would have the chance to get those shares. It really has been a nightmare for the loyal Habanos brethren.

[loose_axle]

12 hours ago, BrightonCorgi said:

I'll trade a box of DA's for Punch DC's. I doubt I'll get a taker.  As soon as something discontinued, it becomes fabled and vaulted.

I would but I've only one box of Punch DC's and I've already broken into them. 

[X-Man]

If they are going to rebuild this brand, they should make the Canadian Regional Edicion XV Aniversario in 10 count dress box, as one of their LCDH / Specialists or even regular production.

[Opusaddicted]

I had the pleasure and pure s**t house luck to smoke one of Alejandros personally rolled stash. A close friend in the industry visited and brought back 2 bundles. Absolutely amazing smoke.

[SUP8333]

From discontinued regular production, which one do you reintroduce and why? if any!

      - Oh definitely the Don Alejandro, I couldn't believe it when I smoked the box down to the last 2 sticks. I have been trying to get more but the prices are growing out of reach. Although I would prefer the Familiars in terms of taste, there is something special when all that flavour is funneled through a small ring gauge. The truth is people prefer larger ring gauges in these times. 

From the Regional or LE catalogue, which one graduates to regular production? If any

     - Between the Petit Unicos and the Maestros, whichever ones get a box of 50 gets it!  

What custom Vegas Robaina formats would absolutely knock it out of the park commercially?

       109!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! HOW AMAZING WOULD THAT BE!