Alec Bradley has announced that it will be expanding its Project 40 line with a new maduro option that will be arriving at retailers around the world in November.

The Project 40 Maduro uses a Mexican San Andrés wrapper, Brazilian habano binder and Nicaraguan fillers, and is made at the J. Fuego Cigar Co. de Nicaragua factory in Estelí. It will be offered in three sizes:

  • Project 40 Maduro 05.50 (5 x 50) — $5.75 (Box of 24, $138)
  • Project 40 Maduro 06.52 (6 x 52) — $6.25 (Box of 24, $150)
  • Project 40 Maduro 06.60 (6 x 60) — $6.50 (Box of 25 ($156)

Additionally, the cigars will be packaged in a maroon and gold color scheme to help differentiate them from the blue and white of the original Project 40, which was released in May 2019. That blend uses a Nicaraguan wrapper of an undisclosed varietal.

The line gets its name from an assertion that breaks down a person’s happiness into categories, with 50 percent coming from genetics, 10 percent being based on circumstance, and the remaining 40 percent said to be controlled by how that person thinks. “Project 40 is a generally accepted concept in multiple industries with the end goal to find how a service or product can have a positive impact on the mind and body,” said Alan Rubin, founder of Alec Bradley, in a press release talking about the original Project 40 line. “Since cigars bring people together, cause for relaxation and create positive experiences, I asked myself why this concept should not be applied to premium cigars. This was my inspiration for Alec Bradley Project 40,” he added.

The company made the announcement via Cigar Aficionado, and has so far declined to discuss the line, as it has an ongoing exclusivity agreement with that publication. A source familiar with the release confirmed the accuracy of the report, however.

Update (Oct. 15, 2020) — The company issued a press release this morning, which included images that have been added to the story.

Patrick Lagreid

I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for, plus I'm a voice over artist. I previously covered the Phoenix and national cigar scene for, and was an editor for Cigar Snob magazine.