Gurkha Rebrands Havana Legend to Legend 1959
Gurkha Cigars has officially rebranded its Havana Legend line as Legend 1959, aligning its U.S. product name with its international branding. The decision was made to simplify marketing across different regions and ensure consistency in product recognition worldwide.
“The Legend 1959 has been available in markets outside of the United States for quite some time,” said Jim Colucci, president of Gurkha Cigar Group, in a press release. “It was a natural decision to make the United States offering synonymous with the international offering by a simple name change.”
Despite the name change, the blend remains unchanged, featuring an Ecuadorian habano wrapper over a Nicaraguan binder and filler. The line will continue to be available in two sizes:
• Robusto (5 x 54) – MSRP $8
• Toro (6 x 50) – MSRP $9
Both formats come in 20-count boxes, which are already shipping to retailers.
History & Legal Considerations
The Havana Legend line was originally launched in 1999 but was later discontinued before its 2017 revival with updated packaging. The name change is likely influenced by trademark restrictions imposed by Habanos S.A., the Cuban state-owned cigar conglomerate. Many international markets prohibit non-Cuban brands from using the word “Havana”, as it can mislead consumers into believing the product is Cuban.
While Gurkha has not commented on whether Habanos S.A. or any Cuban entity pushed for the name change, similar disputes have occurred in the past. In 2008, Habanos S.A. and Cubatabaco successfully challenged XIKAR’s “Havana Collection”, arguing it falsely implied a Cuban origin.
Gurkha’s Controversial History
Gurkha is owned by Kaizad Hansotia, a businessman who promised to sell his shares in 2020 after being exposed for making racist remarks on social media. Despite his public commitment to stepping away, questions remain about his continued influence over the brand.
The Legend 1959 marks another chapter in Gurkha’s evolving identity, as the company attempts to strengthen its global presence while navigating legal and reputational challenges.
