Raíces Cubanas Unveils New Cigar Portfolio with the Return of Ralph Montero

Fábrica de Tabacos Raíces Cubanas S. de R.L., a prominent cigar factory in Danlí, Honduras, is taking a bold step by launching its own portfolio of cigar brands. Known for producing cigars for renowned names like Alec Bradley, Illusione, and Viaje, Raíces Cubanas is now shifting focus towards building its own brand identity. To support this ambitious venture, the factory has enlisted the expertise of Ralph Montero, former executive vice-president of Alec Bradley, signaling a strong comeback for the veteran cigar industry figure.

A New Chapter for Raíces Cubanas

Founded in May 2003 by Romay Endemaño, his wife Maria, and their son Hugo, Raíces Cubanas has primarily been a powerhouse for producing cigars for other established brands. Despite previous attempts to market its own lines, including the registered trademark for the E. Romay Endemaño Family Reserve in 2007 and the Alec Bradley Raíces Cubanas 1941 in 2013, the company has struggled to find success with its own labels. This time, however, Raíces Cubanas aims to solidify its presence in the market with a well-curated lineup of four distinct cigar lines comprising a total of 18 SKUs.

The New Cigar Lines

1. Clásico

The Clásico line is crafted as a mild-medium blend featuring a wrapper from the Trojes region of Honduras, complemented by a binder from the Jamastran Valley. It incorporates four different fillers, all sourced from these two regions, promising a harmonious and smooth smoking experience.

◦ Robusto (5 x 50): $7.25 (Box of 21, $152.25)
◦ Toro (6 x 52): $8.00 (Box of 21, $168)
◦ Figurado (5 3/16 x 54): $8.40 (Box of 21, $176.40)
◦ Churchill (7 x 50): $8.50 (Box of 21, $178.50)
◦ Gordo (6 x 60): $8.75 (Box of 21, $183.75)

2. Liga de Reyes

The Liga de Reyes line is positioned as a medium-plus blend, highlighting its complexity. It features a wrapper from Trojes and dual binders from the Jamastran Valley and Estelí, Nicaragua, with fillers sourced from Jamastran and Trojes.

◦ Robusto (5 x 52): $9.75 (Box of 21, $204.75)
◦ Belicoso (5 1/2 x 52): $10.50 (Box of 21, $220.50)
◦ Toro (6 x 54): $10.65 (Box of 21, $223.65)
◦ Churchill (7 x 50): $10.95 (Box of 21, $229.95)
◦ Gordo (6 x 60): $11.35 (Box of 21, $238.35)

3. C5 Black

Nicknamed el corte cinco, this line is the strongest blend of the new portfolio. It features a fifth priming leaf wrapper from Trojes, known for its rich strength. With dual binders from Estelí and Jamastran, the blend uses three fillers from Jamastran and Trojes.

◦ Robusto (5 x 52): $10.50 (Box of 21, $220.50)
◦ Belicoso (5 1/2 x 52): $11.50 (Box of 21, $241.50)
◦ Toro (6 x 52): $11.50 (Box of 21, $241.50)
◦ Gordo (6 x 60): $12.50 (Box of 21, $262.50)
◦ Double Toro (6 1/2 x 56): $12.95 (Box of 21, $271.95)

4. GRD3

Dedicated to large ring gauge cigars, the GRD3 line is a medium-bodied blend. It features a wrapper from Trojes, with binders from both Jamastran and Trojes, and fillers exclusively from Trojes.

◦ 460 (4 x 60): $9.00 (Box of 21, $189)
◦ 660 (6 x 60): $9.75 (Box of 21, $204.75)
◦ 770 (7 x 70): $12.25 (Box of 21, $257.25)

Ralph Montero’s Return

A key highlight of this new venture is the return of Ralph Montero, a seasoned cigar industry professional with over two decades of experience at Alec Bradley. Montero played an instrumental role in product development and building Alec Bradley’s success. Following the acquisition of Alec Bradley by Scandinavian Tobacco Group in 2023, Montero briefly worked with the new parent company. However, the opportunity to reunite with the Endemaño family and shape the future of Raíces Cubanas’ own brands was too compelling to pass up.

Montero’s involvement is expected to be a game-changer, bringing his extensive expertise and deep industry knowledge to Raíces Cubanas. The collaboration aims to elevate the factory’s brand offerings, leveraging its reputation for exceptional craftsmanship.

Launch and Availability

The first shipment from Raíces Cubanas Cigars USA, Inc. has arrived, and the cigars are set to start shipping to retailers next week. With a diverse range of blends and vitolas across four distinct lines, Raíces Cubanas is ready to make a strong impact on the market. This launch represents a new era for the factory, as it transitions from a behind-the-scenes producer to a front-facing brand in its own right.

As the cigars hit shelves, enthusiasts can look forward to a refined smoking experience that reflects Raíces Cubanas’ commitment to quality and innovation.