Rojas Cigars to Debut Breakfast Tacos at TPE, Announces Price Increase to Street Tacos

When it comes to what’s new with Rojas Cigars these days, it’s all about tacos.

At the Total Product Expo (TPE) in February, the company will debut an extension to its popular Street Tacos line called Breakfast Tacos. It’s a trio of cigars that come in a 4 1/2 x 46 petit salomon vitola, a size that Noel Rojas told halfwheel gives the company the 30-minute cigar that was missing from its portfolio.

Breakfast Tacos will be offered in three wrapper options, an Ecuadorian Sumatra, a Mexican San Andrés, and an Ecuadorian Connecticut, each with a Nicaraguan binder and filler. Rojas said that it is a different blend than the existing Street Tacos options, and all of the tobacco for the project is grown and fermented by Rojas Cigars. The cigars are made at Rojas’ factory in Estelí, Nicaragua.

The Breakfast Tacos line will use the same basic artwork design as the Street Tacos line, but will change the words and colors on the band. Each size will be offered in bundles of 30 cigars, with display trays available to retailers. Regardless of the blend, each Breakfast Taco cigar will have an MSRP of $6. Rojas expects to start shipping the cigars to stores during the first week in March.

As for the Street Tacos line, Rojas confirmed that he has increased the price of the cigars in that line, with each cigar’s wholesale price increasing by 25 cents. The change to consumers will vary based on how retailers handle the increase and factor in cigar taxes, which are often a percentage of the wholesale price, though Rojas said he expects it to be about 50 cents.

The Rojas Street Tacos line debuted in March 2021 with Barbacoa, which uses an Ecuadorian Sumatra wrapper over a Nicaraguan binder and filler. At the 2022 PCA Convention & Trade Show, the company added Carnitas, which uses an Ecuadorian Connecticut wrapper over a Nicaraguan binder and filler. Both versions are offered in three box-pressed sizes, a 5 x 50 robusto, 5 1/2 x 46 short corona, and a 6 x 50 toro, which had been priced between $8 and $8.75 prior to the price increase.

The following chart is a look at what companies have announced price increases or no price increases for 2023.

Company	Price Increase?
AJ Fernandez	No
Alec Bradley	Yes
All Saints Cigars	Yes
Battleground	No
Bellatto Premium Cigars	Yes
Bocock Brothers	Yes
Caldwell	Yes
CLE	Yes
Crowned Heads	Yes
Crux	Yes
D'Crossier	No
Davidoff	Yes
Drew Estate	Yes
Dunbarton Tobacco & Trust	Yes
E.P. Carrillo	Yes
Epic	No
Espinosa Premium Cigars	Yes
Esteban Carreras	No
Fable	No
Favilli	No
Ferio Tego	No
Forged Cigar Co.	Yes
Foundation Cigar Co.	No
Fuerte y Libre	Yes
Garo	No
General Cigar Co.	Yes
Gran Habano	No
Habanos S.A.	Yes
Howard G Cigars	No
Iconic Leaf	Yes
Illusione	No
J.C. Newman	Yes
Karen Berger	No
La Flor Dominicana	No
La Palina	Yes
La Sirena	No
Lost&Found	Yes
Lotus/Vertigo	No
Luciano Cigars	No
Maya Selva Cigars	Yes
Miami Cigar & Co.	No
My Father Cigars	No
Oscar Valladares Tobacco & Co.	Yes
Oveja Negra Brands	No
Paul Garmirian	Yes
PDR Cigars	No
Perdomo	Yes
Platinum Nova	No
Plasencia Cigars	Yes
Powstanie	Yes
Quality Importers Trading Co.	No
Rocky Patel	Yes
Rojas Cigars	Yes
Sinistro Cigars	Yes
Southern Draw	No
Vintage Rock-A-Feller	No