Luciano Cigars’ New Underrated Line Shipping Today (Update)

Luciano Cigars has begun shipping Underrated, its newest cigar line that the company says is the result of creating the unexpected from the overlooked.

Underrated uses a Mexican San Andrés wrapper, a Nicaraguan binder, and a unique filler that contains Connecticut broadleaf and Ecuadorian HVA leaves, both of which are more commonly used as wrappers. Then there is medio tiempo from Nicaragua’s Pueblo Nuevo region, leaves that come from the very top of a tobacco plant and are known for their distinct flavor profile. But this medio tiempo is unique in its own right, as it came from the 2020-21 crop year, which was hampered by heavy rains and forced the tobacco to come out of the field earlier than planned. This harvest then had to undergo a unique fermentation process using lower temperatures and longer time in pilones.

The company calls the profile medium-full in strength with a robust body that captivates without overwhelming, while the flavor has a bold richness as well as a sweetness referred to as candied.

“The story of Underrated is about surprise – the unexpected pleasure of discovering something remarkable where one least expects it,” said Luciano Meirelles, president and founder of Luciano Cigars, in a press release.

Underrated is offered in four sizes, all of which are priced under $9. The company said that this price ceiling challenges the essence of value and is designed to be an affordable luxury cigar.

• Underrated Sublime – 6 1/2 x 54 — $8.50 (Box of 20, $170)
• Underrated Toro Especial – 6 1/4 x 52 — $8.20 (Box of 20, $164)
• Underrated Robusto Extra – 5 1/2 x 50 — $7.90 (Box of 20, $158)
• Underrated Corona Gorda – 5 5/8 x 46 — $7.50 (Box of 20, $150)

“After months of seeing Luciano experimenting with these tobaccos, I was in awe when he gave me a mystery to smoke at our factory in Nicaragua last summer,” said Ed Trevino, vp of sales of Luciano Cigars, in a press release. “This cigar is a tribute to Luciano’s imagination. His ingenious use of high-quality leaves in non-traditional roles brings forth an unparalleled sensory journey, proving that magnificence often lies unnoticed.”

The cigars are produced at the Luciano Cigars Factory in Esteli, Nicaragua.

Update (March 19, 2024) — It was announced that former NBA player Ron Harper is a partner in the project. Harper is described as being a co-owner of the project with Luciano Meirelles, and the boxes will bear an imprint of his signature. Harper’s involvement in the project had previously been requested not to be disclosed.