One thing that’s been noticeable over the past two years has been the dramatic rise in prices of Cuban cigars. Global demand surged post pandemic. Shortages in production in Cuba and ongoing economic woes there drove scarcity, pushing pries through the roof. And a flood of Cuban cigar fakes hitting the market muddied authenticity, hiking premium prices further.
Those spikes in prices has angered several casual smokers in my inner circle, led by my father, a well-off man, who can certainly afford a $125 Cohiba, but won’t do it, mostly out of principle.
What many people are doing is opting for Nicaraguan or Dominican cigars. I was introduced to My Father (Nicaraguan) cigars at a wedding in July, and now consider myself one of their loyal followers, having smoked several since then, including two while exploring several cigar lounges in Las Vegas recently.
You get together with several guys, in a cigar circle, and start talking about how expensive Cuban cigars have become, and it’s easy for passion to get in the way of perspective. There are so many other cigar alternatives that are just as good. And not all Cuban cigars have been priced into a new stratosphere, unlike brands like Cohiba, if you love the flavour of a Cuban cigar and you can’t do without one.
That’s according to someone who would know – Saad Murtaea, who with his brother, Khawajah, run Casablanca Tobacconist, a cigar store at the corner of King. St. and Yonge St., in the heart of Toronto. It’s one of the better cigar stores I have been to in the city, because of the selection, but also the knowledge factor that Saad and his brother possess, their friendliness and willingness to pass that on.
Mark Keast, image by Shari Cain
Why Are Cuban Cigars Considered Superior?
There are so many reasons why this is the case – the superiority of the wrapper, the binder and the filler.
Prime Tobacco
Cuba’s Pinar del Río province is the epicenter of cigar tobacco production, with volcanic soil, a subtropical climate, and misty mornings that create ideal growing conditions. This yields leaves with exceptional flavor profiles: rich, complex notes of earth, leather, cocoa, and spice.
The Vuelta Abajo region specifically is UNESCO-protected for its tobacco heritage, producing wrapper leaves that are prized for their silky texture and burn quality. No other region consistently matches this mineral-rich soil’s output.
Image by Mark Keast
High Production Standards
Under state control via Habanos S.A. (Cuba’s official cigar exporter), every step—from seed selection to fermentation—is tightly regulated. Tobacco is aged for 2–5 years (or longer for top blends), allowing flavors to mellow and integrate.
Cuban cigars brands are hand-rolled by torcedores (expert rollers) trained for years, using a triple-cap technique that ensures an even draw and flawless construction. This artisanal precision minimizes flaws like canoeing (uneven burning).
Culture and History
Dating back to the 1490s (Columbus noted Native Taíno smoking habits), Cuban cigars became synonymous with luxury in the 19th century, favored by figures like Winston Churchill (who smoked 8–10 Romeros daily). The 1960 U.S. embargo turned them into forbidden fruit, inflating their allure and prices— a single Cohiba can fetch $50–$200.
Top 7 Cuban Cigar Brands
Cohiba: Cohiba stands out as one of the most prestigious Cuban cigar brands, originally created as diplomatic gifts and renowned for its exceptional craftsmanship and refined, creamy flavors derived from the finest Vuelta Abajo tobacco.
Montecristo: This iconic brand is celebrated for its consistent quality and complex profiles, with the No. 2 vitola often hailed as a benchmark for Cuban cigars due to its balanced earthy and spicy notes.
Partagas: Founded in 1845, Partagas excels with robust, full-bodied cigars like the Serie D No. 4, featuring rich, earthy flavors and meticulous craftsmanship that embody classic Cuban heritage.
H. Upmann: Known for smooth, creamy smokes with a refined balance of sweetness and complexity, H. Upmann’s legacy dates back to 1844 and includes top-rated vitolas like the No. 2, favored by figures like Winston Churchill.
Romeo y Julieta: This brand offers accessible yet elegant cigars with hints of coffee and mild-to-medium strength, making it a favorite gateway for enthusiasts drawn to its balanced and flavorful profile.
Hoyo de Monterrey: Famous for milder, creamy cigars like the Epicure No. 2, Hoyo de Monterrey uses premium tobacco to deliver nuanced flavors of nuts and herbs, appealing to those seeking a smoother Cuban experience.
Bolivar: Bolivar cigars are prized for their strength and power, often featuring bold, spicy notes that reflect the brand’s robust character, making them ideal for seasoned smokers.
Image by Mark Keast
Cuban Cigar Price
But there’s a method to the madness, at the Habanos S.A. end. Talking to Saad, the majority of his clients who loved the flavour of Cuban cigars are re-adjusting their purchase targets – to other Cuban cigars. Most of it comes down to Cuban cigar price.
“In terms of the regular Cohibas, it’s the Siglo line that’s most popular,” he says. “So Siglo No. 1, 2, through 6. Within that Siglo line, No. 6 is the most popular, but nowadays, it has become too pricey (CAD $210) for every day smoking.”
Some are drifting to the Nicaraguan and Dominican lines, yes. But not all of them.
“What we find is essentially that if you’re liking a higher end Cuban cigar, you’re still sort of addicted to that Cuban taste. You’re going to a lower price point, but you’re staying within Cubans, staying in the same flavour profile.”
There’s Nothing Like the Cuban Cigar Flavour
“So what Cuba did, they identified Trinidad and Cohiba, those two brands in particular, as their flagship brands,” Saad says. The prices for those two brands were increased.
However, not all Cuban cigar brands or “puros” saw big price increases. And that’s what Saad says the strategy was – max out pricing on the two flagship brands while keeping the other ones more reasonably priced, knowing a lot of people would turn their backs on Cohiba and Trinidad but still want the Cuban cigar flavour, not ready to jump ship for Nicaragua or Dominican cigars.
Image by Mark Keast
Bolivar Pricing Stays the Same
One iconic brand that stayed the same in pricing was Bolivar Robusto (CAD $48) compared to the Robusto Cohiba – 2.5 times the price (CAD $123).
“Bolivar and Ramon Allones are a fantastic replacement,” he adds. “If I want to smoke a good Cuban cigar, I don’t have to go to the Cohiba. I don’t know if it’s two and a half times the cigar, in terms of price. The infrequent Cuban cigar smoker, they might say, no, I am sticking with the Cohiba or Montecristo, regardless of the price. Others are open to recommendations.”
How many of you out there are that knowledgeable about what you are smoking to justify paying over $100? How many of you can break down the differences between a Cohiba Robusto (4 7/8 inches in length, 50 ring gauge) at $123 and a Quai D’Orsay No. 54 (5.3 inches, 54 ring gauge) at CAD $52?
“There’s something to be said about why the Nicaraguans, why the Dominicans, always claim to have Cuban seed planted in their respective countries,” Saad says. “Because they always know that they’re almost playing catch up to Cuba. So they’re claiming that their cigar is Cuban seed. Otherwise they would say, this is a Nicaraguan puro. They know that people are searching for that Cuban taste.”
A Cuban representative from Habanos S.A., visiting Casablanca Tobacconist last February, talked to Saad about the new pricing levels for Cuban cigars. Saad asked him if the price hikes on Cohiba, for example, hurt sales for that brand.
“He chuckled and said, ‘We can’t make them fast enough’,” Saad says.
So there you go. Don’t expect those Cohiba or Trinidad prices to come down any time soon.
“I have U.S. customers that come in, or the odd Asian customer, and you cannot talk them out of buying a Cohiba or not a Trinidad.” he says. “I think that they think those are the top notch tobacco, period. That Cohiba gold band just stands out. It is a talking point for them.”
What Are the Major International Markets for Cuban Cigars?
According to Habanos S.A., Cuba’s top cigar maker, the top markets for Cuban cigars in 2024 were:
- China
- Spain
- Switzerland
- Germany
- United Kingdom
Sales for the product hit USD $827 million in 2024, the company said in February. More specifically, China accounts for 27% of revenues. Europe remained the biggest sources of sales – 54% of total sales by value. Habanos vice president Jorge Perez said revenue jumped 16% over the previous year – with the company reaping high-end demand from a growing class on wealthy smokers in Asia.
I am a 50-something Torontonian who loves everything about my city. It’s been my home, my playground, for my entire life. I went to school here. I met my wife here. I own real estate here. I love writing about the transformation of my city on the world stage, which hasn’t been anything short of dramatic. That continues on, as I write this. I write on the real estate scene. I write on travel and fashion. I like following the world of luxury watches.
But I love writing about cars – check that, luxury cars, a level of superior, engineering sophistication, high performance and style, that transports you not just from one destination to another but also out of whatever you are going through on a particular day, whatever mood you are in, all to another head space. It’s complete and total exhilaration, head to toe.
Check out my stories, and email me direct at mkeast@regardingluxury.com
