Regional Editions are undoubtedly one of the most intriguing specialized lines from Habanos. The idea for novel vitolas from secondary brands, made exclusively available in specific geographic regions, bore fruit in 2005, five years following Atladis’ merger with Habanos S.A. An astute marketing decision, the prestige of Habanos regional editions nowadays is comparable to those of annual Limited or even jar releases. In recent years, there has been just as much buzz surrounding the Regional’s distinct red and white band as the prestigious gold and black Limited Edition demarcation.
Nearly seventeen years later, it is clear why the program is such a hit. Corresponding to an increasingly globalized cigar market, regionals embraced the treasure-hunt exhilaration and collector’s enthusiasm of raiding a local cigar shop for the host nations’ exclusive release. An international barter economy was launched between Habanos specialized stores swapping respective limited series to the delight of local patrons. Besides encouraging travel amongst cigar enthusiasts and fostering global connections, Regionals shed light on Habanos’ peripheral cigar lines, allowing guests to dive deeper into the Puro rabbit hole. The program has grown from a few market exclusive vitolas available to a small group of specialized tobacco stores to a full-blown international phenomenon. Starting with the traditional markets of Switzerland, Italy, Germany, and the U.K., today, Regionals have supplied 42 distinct geographies and national markets.
Unlike other special releases, the Regional program introduced a novel bottom-up structure where distributors can commission exclusive vitola releases on behalf of their markets. A detailed proposal for a specific size and a minimum 25,000 stick order would be either rejected or rewarded by Havana with a novel size from some of Cuba’s peripheral brands. A unique name evocative of the host region’s history or culture is pitched for the forthcoming release. If the proposal is accepted, distributors are tasked with selecting one out of three proposed blends prepared by Habanos.
The program’s parameters have proven to be dynamic, having changed on a few occasions, corresponding to fluctuating popularities and the changing status of certain brands. The initial criteria forbade releases from Habanos’ top ten lines. As of 2012, additional criteria were added, relegating one cigar proposal per year from a single region. Even still, it’s not uncommon to see overlapping releases servicing the same geographic territories, such as Paises Bajos and Benelux or Hong Kong and Asia Pacifico edition cigars.
Motivated by the enthusiasm of local aficionados and the Importer’s intuition for the success of a prospective size and release, Regionals reintroduced an intriguing idea that specific blends and sizes correspond to a cultural character. For instance, a proclivity towards specific tastes (fuller or lighter-bodied) or smoking habits (from a Panetela to a Piramides Extra). The jury is out whether this was intentional; however, general patterns could be discerned for other exclusive market releases.
This concept of a local smoking character can be traced to the 19th century, when specialized blends would be curated explicitly to the specifications of European aristocrats and wealthy dignitaries, peripherally informing the taste of the region as a whole. Post-revolution, we may only need to look as far as Quai D’Orsay for an example of a line initially exclusive to a single market, France. As of 2019, the brand has been reclassified by Habanos from a local to a global brand, thanks to some inaugural regional additions in 2011 that would inform the resurrection of an entire regular production portfolio.
With the ongoing global crisis wreaking havoc on supply chains paired with an increasingly hostile political climate (Canada’s plain packaging or New Zealand’s blanket smoking ban), the cigar industry has certainly not been unscathed by recent events. Regionals have become even more exotic, with spontaneous travels and cigar festivals significantly curbed. For these reasons, it seems more pertinent than ever to place the spotlight on Habanos’ most limited specialized line.
The concept of a Cuban Regional may seem redundant, yet it has been present in the repertoire since 2009. The stunning inaugural La Gloria Cubana Deliciosos presented in an ultra-exclusive 2,000 count commemorative jar elevated the esteem of these coveted releases, limited to the Pearl of Antilles. Going straight to the source, I’m looking forward to discussing 2016’s Saint Luis Rey Marquez, the fourth Cuban Regional.
ADVERTISEMENT
Saint Luis Rey is a criminally overlooked pre-revolution brand that has historically been limited to the U.K. market. Copyright issues have thwarted the line from having a complete regular production portfolio, while it’s one continuous vitola, the Regio, has garnered a cult status amongst aficionados. Recently discontinued sizes such as the Serie A (46 X 143mm) remain hot collector’s items. The blends are lauded as full-bodied and savory, with my colleague Hector’s words ringing true, describing their uncannily green and vegetal strength.
The Saint Luis Rey Marquez flaunts a gorgeous Robusto Extra (54 X 150mm) size, the hefty cigar flaunting impeccable construction. Belonging to a series of 7,500 numbered boxes of 10, the Marquez stands amongst the more limited Regional editions. Having been aged to the five and a half year point, I’m excited to discover how this cigar stacks up at the apex of its first major milestone.
Cold Draw: A delectable dried raisin and grape tang is detected, with pleasant bready and hints of dusty cocoa lingering in the background.
First Third: The introduction of flame brings the baking spices to the forefront. Plumes billow liberally from the perfectly rolled cigar, matching incredibly smooth cinnamon, maple and bread notes. A mild licorice bite is perceptible at the tail end of each puff.
