The recent release of various imitada, or limited-edition, cigars
and special humidors suggests some changes happening at Habanos S.A., the global
distribution organization for Cuban cigars. It seems someone has convinced the
island's cigar oligarchy that aficionados around the world want more than just
millions and millions of the same, often mediocre cigars.
For the record, here is what Habanos is selling at the moment: a collector's box
with 10 perfecto-shaped Cuaba Solomones; a luxurious humidor filled with 135
Cohibas, including 20 extremely rare torpedos and 20 gran coronas, and a hand-carved wooden case of 50 Trinidads -- 25 Fundadores and 25 Robustos. All are limited-production cigars.
In addition, the Cubans are continuing to produce the Edicion Limitada series, an
assortment of new sizes and shapes in some top branded cigars. Last year, they
released three sizes: a Montecristo robusto, a Partagas torpedo and a Hoyo de
Monterrey gran corona. The quality was variable; the Hoyos, for instance, were
generally so bad that most major retailers in Germany and England returned them.
However, a few boxes were of very good quality.
This year the Cubans say that three new sizes will be available: a Montecristo
Double Corona, a Romeo y Julieta torpedo and a Partagas Serie D No. 3, a corona
gorda. In the beginning, these Edicion Limitada were going to be all dark wrapper or
maduros; however, Habanos told me last year that this was no longer the case.
Instead, they are simply limited-edition cigars with finite production.
There's also word that Habanos may produce in small numbers such rare smokes as the
Por Larañaga Magnum and the Bolivar Gold Medal. The British, who are dying to get
some special cigars for their market, started the initiative. There's even a British
wish list of brands and sizes they hope the Cubans will make. The concept is partly
designed to give the British retailers something special to offset the high cigar
prices in the United Kingdom, but they also hope to get some high-quality cigars out
of the deal.
Whatever finally develops, it should be good news for Cuban cigar lovers. For years,
I have been telling the Cubans that "bigger is not necessarily better." The reason
being is that when a manufacturer, whether making fine clothes, high-quality
automobiles, great wines
or handcrafted cigars, gets too big, it becomes harder and harder to maintain
quality. Cuba's cigar industry has suffered from this over-production mania since the mid-1990s.
As long as I can remember, the top people in the Cuban cigar business have said that
their best cigars were those that sold the most. "Our best cigars are Montecristo
(about 26 million exported in 2000) because they are our biggest sellers," they
said. Or they might have mentioned Cohiba, which now accounts for about 7 million
sales a year, because the brand is the most expensive. They might have also
mentioned Romeo y Julieta, about 14 million; Partagas, close to 12 million; and
Quintero, just over 8 million.
When I would say something like, "No, no…what is your best-quality cigar, not your
biggest-selling one?" a distasteful look would appear on their faces, and they would
say something like, "I told you that our best-selling cigar is Montecristo; so that
has to be our best quality."
Obviously, cultural differences come into play here. Cubans are always dealing with
less in their lives, whether it means shortages of food or a lack of electricity and
fuel. Just getting to work is a pain for them. So, less is always worse than more
for them. But what in the world is wrong with making fewer cigars? Does Cuba really
need to make 150 million cigars or more a year?
Obviously, cigars generate huge foreign revenues for the country, about $150 million
in 2000, according to press reports. That is a vital contribution to its economy,
and God knows how much Cuba needs the money. But the Cubans must stop looking at
cigars as simply a revenue source. Making high-quality cigars is too important for Cuba's global
prestige. No amount of money will be able to restore that reputation, which took
decades to achieve, if the cigars don't meet quality standards.
We have been told over the years that Cuba can produce close
to 150 million premium cigars. At one time, Habanos predicted a
production level of 200 million, even 300 million. Today, Cuban cigar agents and
shops are constantly told that they are going to have to sell more -- and at higher
prices. But let's face it, Cuba has never made more than 50 million top-quality,
hand-rolled cigars a year in its
history. What makes it think that it can do it now?
I can't see the point of trying to pump up production, other than blind greed or
ignorance. We are firmly in a global recession. Now is not the time to raise prices
or pursue unrealistic sales targets. Moreover, the cigar boom is over. It's going to
be difficult for anyone to sell more cigars this year than in previous years,
especially if the quality is down.
It all seems crazy. Cubans receive, on average, about $1.30 per cigar exported from
the island. This is simplified arithmetic, dividing the gross annual turnover by the
number of cigars shipped. Obviously, they make even more money because they own or
partially own most of their key importers and retailers, so they reap some profits
there. But why don't they just increase their prices from Cuba, and make the
importers work with smaller margins?
I would be more than happy to pay double the Cuban price, even triple, if the Cubans
would promise to cut back production and focus on creating the highest-quality
cigars possible. I am sure that thousands of cigar smokers around the world share my
view.
I was just in Havana last August, and I couldn't help but see the problems of trying
to keep up with an unrealistic pace of production. From inferior filler and wrapper
to sloppy craftsmanship, it was there for everyone to see. The situation could have
changed in recent months. I'll be
visiting Cuba in the next few months to see if things have improved. I hope so.
Cubans in charge say that the percentages of rejected cigars coming from factories
have actually decreased. They have even introduced new machines that check the draw
of cigars in some factories, and they say that these machines never make a mistake
in detecting plugged cigars. Moreover, they say that quality control in factories
has increased. However, did they ever think that maybe the percentages of rejected
cigars are down because more rubbish is being shipped out of the factory than ever
before?
Despite all the bad news, every now and then you still come across a new cigar that
is a joy to smoke. I recently smoked a Vegas Robania Famosos that was as rich, spicy
and decadent as the old tobacco grower himself.
So, Cubans, please make fewer but better cigars. Continue
to make interesting, limited-production smokes that even the most discerning cigar
aficionado can get excited about. And accept a new phrase for making your fine
cigars -- menos es mas.
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