PCA 2023: Altadis U.S.A.

For the first time since the 2019 IPCPR Convention & Trade Show, Altadis U.S.A. exhibited at the premium cigar industry’s most prominent annual gathering.

In terms of the booth specs, the company utilized three smaller booths for its space this year instead of going with one large space, though in some ways the feel of the change was negligible, as it was still a good amount of space. The two main spaces were separated by an aisleway with the two sides a bit of a yin and yang; one side held the cigars, new products, and essentially the business side of the booth, while the other was a more relaxed space as the company brought back the barbershop theme it used at the 2023 Total Product Expo, complete with a barber, shoe shine and bar, with more comfortable couches and lounge seating available. (Editor’s Note: This was the same booth that Altadis U.S.A. used at TPE with minor changes. — Charlie MInato.) The business side felt a bit more cramped but was certainly manageable. The third space was used for a mass-market product line that is generally found in convenience stores.

As I have mentioned in other posts both this year and in previous years, a number of companies—particularly the larger ones—don’t bring their entire portfolio of cigars with them to the show, instead choosing to focus just on the new products, something that I like and appreciate when it comes to sorting out the new products from the existing ones.

In the case of Altadis U.S.A. this year, the company narrowed it down even further, focusing primarily on two brands this year, Montecristo and H. Upmann, the latter of which is undergoing a bit of an evolution as it embraces the heritage of its namesake with lines like Daytrader and Barbieri that came out earlier this year.

Montecristo 1935 Anniversary Edición Diamante

The Montecristo 1935 Anniversary Edición Diamante began making its way to stores in mid-June, but now all six sizes have begun shipping to stores. The cigar is a Nicaraguan puro that is an offshoot of the the 1935 Anniversary Nicaragua, which was released in 2020, and is considered the stronger blend compared to the new Edición Diamante. Both were blended by Abdel Fernández and Rafael Nodal, the head of product capability for Tabacalera USA, parent of Altadis U.S.A.

• Wrapper: Nicaragua (Jalapa Hybrid)
• Binder: Nicaragua (Ometepe Criollo)
• Filler: Nicaragua (Estelí)

• Montecristo 1935 Anniversary Edición Diamante Robusto (5 x 54) — $22.86 (Box of 10, $228.60)
• Montecristo 1935 Anniversary Edición Diamante Toro (6 x 55) — $24.20 (Box of 10, $242)
• Montecristo 1935 Anniversary Edición Diamante Grande (6 x 60) — $25.16 (Box of 10, $251.60)
• Montecristo 1935 Anniversary Edición Diamante Churchill (7 x 54) — $26.08 (Box of 10, $260.80)
• Montecristo 1935 Anniversary Edición Diamante Icon (4 3/4 x 48) — $16.42 (Box of 10, $164.20)
• Montecristo 1935 Anniversary Edición Diamante No. 2 (6 1/2 x 56) — $24.78 (Box of 10, $247.80)

Production: Regular Production

Release Date: June 2023