Raíces Cubanas Launching New Cigar Portfolio, Ralph Montero Returns

Fábrica de Tabacos Raíces Cubanas S. de R.L., the Danlí, Honduras-based factory that is best known for making cigars for brands like Alec Bradley, Illusione and Viaje, is launching its own portfolio of brands. There are four new lines and assistance from one of the key people behind Alec Bradley’s success.

Raíces Cubanas was founded in May 2003 by Romay Endemaño, his wife Maria, and their son Hugo. While they are best known for making cigars for other companies, this is not the first time that they have tried to have their own cigars. In 2007, the family registered a trademark for an E. Romay Endemaño Family Reserve though it’s unclear if that cigar ever went on sale. In 2013, Alec Bradley introduced a cigar called Raices Cubanas 1941, a reference to Romay’s year of birth, though that project had limited success.

This time, things are quite a bit different. There are 18 SKUs across four different lines.

Clásico is described as a mild-medium blend using a wrapper from the Trojes region of Honduras over a binder from the Jamastran Valley in Honduras. There are four fillers inside, each of which comes from one of those two growing regions.

• Raíces Cubanas Clásico Robusto (5 x 50) — $7.25 (Box of 21, $152.25)
• Raíces Cubanas Clásico Toro (6 x 52) — $8 (Box of 21, $168)
• Raíces Cubanas Clásico Figurado (5 3/16 x 54) — $8.40 (Box of 21, $176.40)
• Raíces Cubanas Clásico Churchill (7 x 50) — $8.50 (Box of 21, $178.50)
• Raíces Cubanas Clásico Gordo (6 x 60) — $8.75 (Box of 21, $183.75)

Liga de Reyes also uses a wrapper from Trojes and a binder from the Jamastran Valley. However, there’s a second binder from Estelí, Nicaragua. It also has four fillers from the regions of Jamastran and Trojes. Liga de Reyes is positioned as a medium-plus cigar, with the company highlighting its complexity.

• Raíces Cubanas Liga de Reyes Robusto (5 x 52) — $9.75 (Box of 21, $204.75)
• Raíces Cubanas Liga de Reyes Belicoso (5 1/2 x 52) — $10.50 (Box of 21, $220.50)
• Raíces Cubanas Liga de Reyes Toro (6 x 54) — $10.65 (Box of 21, $223.65)
• Raíces Cubanas Liga de Reyes Churchill (7 x 50) — $10.95 (Box of 21, $229.95)
• Raíces Cubanas Liga de Reyes Gordo (6 x 60) — $11.35 (Box of 21, $238.35)

C5 Black is nicknamed el corte cinco. It’s a reference to the fifth priming leaves found at the very top of tobacco plants; primings are a way of dividing up a tobacco plant by vertically grouping different leaves. Given that, it’s no surprise the company describes it as the strongest blend of the bunch. The wrapper comes from the fifth priming of leaves grown in Trojes. Once again, dual binders from Estelí and Jamastran are used, while there are three fillers from Jamastran and Trojes.

• Raíces Cubanas C5 Black Robusto (5 x 52) — $10.50 (Box of 21, $220.50)
• Raíces Cubanas C5 Black Belicoso (5 1/2 x 52) — $11.50 (Box of 21, $241.50)
• Raíces Cubanas C5 Black Toro (6 x 52) — $11.50 (Box of 21, $241.50)
• Raíces Cubanas C5 Black Gordo (6 x 60) — $12.50 (Box of 21, $262.50)
• Raíces Cubanas C5 Black Double Toro (6 1/2 x 56) — $12.95 (Box of 21, $271.95)

Finally, there’s a dedicated line of large ring gauge cigars GRD3. These cigars use a wrapper from Trojes, binders from Jamastran and Trojes, and two fillers from Trojes. It is described as medium.

• Raíces Cubanas GRD3 460 (4 x 60) — $9 (Box of 21, $189)
• Raíces Cubanas GRD3 660 (6 x 60) — $9.75 (Box of 21, $204.75)
• Raíces Cubanas GRD3 770 (7 x 70) —  $12.25 (Box of 21, $257.25)

Assisting the Endemaño family is Ralph Montero, the former executive vice-president and partner of Alec Bradley. Last year, Scandinavian Tobacco Group (STG)—the owner of Cigars International, General Cigar Co., Thompson and others, purchased Alec Bradley. Montero spent two decades at Alec Bradley and was credited with, amongst other things, being the person in charge of the company’s products. Montero told halfwheel that he worked with STG for a bit but jumped at the chance to once again work with the Endemaño family, given the lengthy relationship they created during the Alec Bradley days.

Montero said that Raices Cubanas Cigars USA, Inc. received its first container this week and will begin shipping cigars next week.