Passion for Habanos and More at Cuba’s Habanos World Challenge
Habanos, S.A., the world leader in premium tobacco marketing, continues to broaden the horizons of its prestigious Habanos by hosting the first national Habanos World Challenge competition in the Cuban domestic market.
One of the goals of this event, held on the last Friday of September at the Evocación Smoking Lounge of the Gran Hotel Manzana Kempinski in Havana, was to recognize those passionate about the finest cigars in the world. The elegant and cozy setting was ideal for the competition, where Juan Jesús Machín González, Master of Masters Habanosommelier and 2011 World Habanosommelier Champion, served as manager. He is also the president of the Association of Sommeliers of Cuba.
The participants, including three pairs from Abel Cigar Lounge, Gaviota Tourism Group S.A., and Caracol S.A. Trading Company, all expressed how honored and delighted they were to take part. They performed admirably and debated passionately, proudly defending this elite product.
The winning duo, Noel Rodríguez Arias and José Carlos Lara Ortiz from Abel Cigar Lounge, confessed that it all began as a dream to reach the international Habanos World Challenge competition. They expressed their gratitude to their mentors, especially expert Débora García Zulueta, a seasoned veteran of the Habano world and former quality director at the Partagás Cigar Factory, who has been training them for months.
Engineer Noel Rodríguez Arias, a graduate of the University of Informatics Sciences, and premium cigar collector José Carlos Lara Ortiz, share a deep passion for this significant aspect of Cuban identity: the Habano. Both have completed a diploma course on national tobacco heritage, which involved studying the origins and evolution of tobacco in the island nation, as well as the cultivation, pre-industrial, and industrial processes, and its journey around the world.
Their shared commitment to ongoing study drives them, as does their dedication to defending the Habano with love and pride. «We’ll continue improving ourselves and enjoying the best our land has to offer,» they affirmed.
Habanos World Challenge in the Cuban Market
Yuniel Machado Yera, sales director for the Cuban market at Habanos S.A., explained the importance and responsibility of representing Cuba as a national market in this prestigious international event, which takes place as part of the editions of the Festival del Habano. The competition will foster deeper knowledge of a culture that is integral to Cuban identity and increase national enthusiasm for the premium cigar, he argued.
Competitions like the one held in Havana are also held in other countries where Habanos have a presence. Nations such as Colombia, Argentina, Peru, and Chile have already completed their competitions and will participate in the Habanos World Challenge at the 2025 Festival del Habano.
For specialist Ana Isel Mederos, Quality Director at the El Laguito Cigar Factory, home of Cohíba, and a member of the jury for this inaugural edition, the event was a valuable experience for everyone, including the jury, enthusiasts, and participants. She predicts that Cuba can achieve a strong placement at the upcoming 25th edition of the Festival del Habano.
Meanwhile, Zoe Nocedo Primo, President of the Cultural Project Amigas del Habano and winner of the 2019 Habano Award for Communication, highlighted the importance of the national Habanos World Challenge competition, expressing her pride in it. She anticipates excellent performance at the upcoming 2025 Festival del Habano and underlined the significance of Cuba competing with a promising pair of young participants.
The first step has been taken, and congratulations are in order for Habanos S.A., especially the Domestic Market Division of the corporation.
For over five centuries, Habanos have been part of Cuba’s history. Promoting the culture of this product is crucial for the country at this moment because the Habano defines us—it is both identity and passion.
Translated by Luis E. Amador Dominguez
