Editor’s Note: Altadis U.S.A. is ramping up. It’s noticeable, it’s aggressive and quite frankly—it’s impressive. For the better part of two years, Altadis’ main rival, General Cigar Co., has largely been on the forefront of trends in new markets, brand development and better interacting with the new market. This seems to have changed.

Three years ago, Altadis was pushing Warlock as the next big thing, now—things have changed. It’s a diverse strategy of expansions in various parts of the market largely aimed at parts of the market that are not Altadis’ staple, i.e. Romeo y Julieta and Montecristo smokers.

Speaking to retailers of late, it seems clear there is no sales staff that is beginning the new year more aggressive and proactive than Altadis. It will be interesting to see what’s next. Altadis just shipped H. Upmann Legacy this past week, but given its recent release cycle, the next new thing is just around the corner.


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Charlie Minato

I am an editor and co-founder of halfwheel.com/Rueda Media, LLC. I previously co-founded and published TheCigarFeed, one of the two predecessors of halfwheel. I handle the editing of our written content, the majority of the technical aspects of the site and work with the rest of our staff on content management, business development and more. I’ve lived in most corners of the country and now entering my second stint in Dallas, Texas. I enjoy boxing, headphones, the Le Mans 24-hour, wearing sweatshirts year-round and gyros. echte liebe.