Habanos, S.A. Marks 30 Years of Success and Tradition in the Premium Tobacco Industry
After three decades of setting unmatched standards in excellence and exclusivity, Habanos, S.A., the global leader in premium tobacco trading, celebrates its 30th anniversary in 2024. The corporation has firmly established itself as a worldwide benchmark in the promotion and trading of Habanos, widely regarded as the finest cigars in the world.
With a presence in over 130 territories spanning five continents, Habanos, S.A. boasts an extensive portfolio of 27 premium brands, including iconic names such as Cohiba, Montecristo, Partagás, Romeo y Julieta, Hoyo de Monterrey, and H. Upmann. Over the years, the company has tripled its consolidated revenue, a testament to its sustained success and robust global market positioning.
Since its founding on September 14, 1994, Habanos, S.A. has been distinguished by uniting its brands under a single commercial framework. Rooted in quality and tradition, the company offers an artisanal product, meticulously crafted from the selection of tobacco leaves to the expert rolling process—entirely done by hand.
Unparalleled Milestones
Among Habanos, S.A.’s most notable achievements is the launch of the Behike Line under the legendary Cohiba brand, celebrated as one of the finest creations in the world of premium cigars. This accomplishment, along with the introduction of the Reserva and Gran Reserva concepts—featuring aged leaves of three and five years—has further elevated the corporation to the pinnacle of the tobacco industry.
Another key milestone is the Habano Festival, inaugurated in 1999, which has become a flagship event for the company. Drawing distributors, aficionados, experts, and celebrities from around the world, the festival serves as a pivotal platform for new product launches, cultural exchange, and unique experiences centered around Habano culture.
A distinctive highlight of the festival is the auction of exclusive humidors—masterpieces that house limited-edition Habanos. The proceeds from these auctions are donated annually to Cuba’s public healthcare system, underscoring the company’s commitment to social responsibility.
The rapid expansion of the La Casa del Habano franchise network is another hallmark of Habanos, S.A.’s innovative approach. With over 155 boutiques in more than 60 countries, this retail concept offers an exclusive customer experience, combining premium product offerings with personalized service to foster customer loyalty.
Other retail initiatives, such as Especialista Habano, Habanos Points, Habanos Terrace/Lounge, and Cohiba Atmosphere, have further elevated the Habano experience. These luxurious spaces provide aficionados with unparalleled environments to indulge their passion for what is widely regarded as the finest tobacco in the world.
A Celebration of Tradition with a Vision for the Future
With more than 500 years of rich heritage in the craft of handmade cigars, Habanos, S.A. continues its unwavering commitment to preserving Habano culture while fostering innovation across its products and services. By focusing on diversification and delivering exceptional experiences to its consumers, the company remains at the forefront of the global premium tobacco market.
2024 not only marks Habanos, S.A.’s 30th anniversary but also celebrates milestones for several iconic brands, including Trinidad, commemorating its 55th anniversary, and Quai D’Orsay, marking 50 years. Additionally, San Cristóbal de La Habana celebrates its 25th anniversary, adding to the significance of this landmark year in the history of Habanos, S.A.
Throughout its journey, the company has consistently demonstrated its dedication to innovation and technological advancement. By adopting cutting-edge marketing and trading strategies, Habanos, S.A. has successfully adapted to the evolving global market while keeping the consumer experience at the center of its mission.
As co-presidents Maritza Carrillo González and Luis Sánchez-Harguindey expressed:
«Over these 30 years, we have walked a path filled with tradition, passion, and dedication, bringing Habanos to over 130 territories and solidifying our leadership in the premium tobacco industry. In 2023, we reached a record-breaking revenue of $721 million.
However, beyond the numbers and achievements, our true success lies in the relationships we’ve built. Each satisfied customer is a shared triumph, and we are deeply grateful for their loyalty and support throughout these years. While we honor the past, we are equally excited about the future, embracing the entrepreneurial spirit that has guided us this far. The best is yet to come.
Our mission remains to spread the culture of Habanos worldwide, delivering unforgettable experiences to our customers and enthusiasts, with an unshakable commitment to the excellence that defines us.»
Translated by Luis E. Amador Dominguez
