JOSE L. PIEDRA

Jose L. Piedra :: A Brief History

            The lineage of the Jose L. Piedra brand traces back to Asturia, Spain. It is from here that a wave of immigration, of tobacco workers and specialists would find their place on the Caribbean island in the mid-19^th century. The Jose L. Piedra factory is one of the oldest, established in 1880 by founder Jose Lamadrid Piedra. Unlike most other brands, production emerged from the more central Remeidos region, becoming the most popular brand outside of Havana by the end of the 19^th century.
            Piedra’s enjoyed considerable success in America boasting 11 vitolas during the brand’s zenith in the 40’s and 50’s under the direction of Jose Lamdrid III. It is in this period that Piedra’s were visually distinct as having the smallest cigar band of all Cubans.
            Following the 1962 embargo, the brand took a major hit, with the number of sizes dwindling from 3 in 1972, until the cigars were completely discontinued by the early 90’s.
             Thankfully the brand was re-launched in 1996 with 6 sizes, cornering the market until 2002 (with the introduction of Guantanameras) as the only export brand using tobacco outside of the Pinar del Rio region. The rebranding as an economic alternative, reflecting local tastes was a resounding success, with Piedras claiming 9.3% of total Habanons export share by 2001. Jose Piedra cigars established themselves as a “country cigar”, known for their distinctive raw tobacco characteristic reflective of Cuban and Spanish tastes. Piedras age well, with a sweeter, mellower flavour being perceptible after 5 years, for those less keen on their initial tannic punch.
            All Piedras are distinct by means of their production. They are all machine-bunched and hand-finished.