Cuba Changes Classification of Cigar Brands
Habanos S.A., the Cuban cigar monopoly, has simplified the way it classifies cigars into two main categories: Global Brands and Portfolio Brands.
The Global category consists of six of the country’s best-known brands: Romeo y Julieta. Those brands are sold in every market where Cuban cigars are available, and in all La Casa del Habano shops around the world.
“We felt that the old system has lost its meaning for consumers as brands like Quai d’Orsay become very popular,” says a Habanos S.A. source. “That’s why we are making this change.”
The Portfolio category is made up of 21 brands, divided into three sub-categories: high-value brands, volume brands and an umbrella category called “other.”
The Alto Valor, or high-value segment, consists of Ramon Allones and Trinidad. These brands are usually available worldwide, except in markets where there may be trademark conflicts.
The volume brand category has only three brands: Jose L. Piedra, Quintero and Montecristo No. 4.
The “other” category is more of a catchall for 14 cigar lines that include brands with a small global presence and brands that are marketed with specific regions in mind. This is where you will see Vegas Robaina.
The prior classification system included four categories: Global Brands, Niche Brands, Multi-Local Brands and Local Brands.
