White Hat Cigars has a new name:La Familia Robaina.
According to a press release issued by the company on Wednesday evening, the move comes as part of an effort to reduce confusion and illuminate the famed Robaina name. “After fielding questions for the past 3.5 years about the relationship between the Robaina’s and White Hat, Hirochi and I felt it made sense to rename the company,” said Spence Drake, White Hat’s founder. “The Robaina name is steeped in tobacco and tradition. When people are considering our cigars, we want them to know that there are 175 years of experience and tradition that have gone into every one,” he added.
The company will now put the Robaina name front and center, honoring a family that has been growing tobacco on the same farm near Pínar del Río in Cuba since 1845. In 2010, the family expanded its operations to Nicaragua and Ecuador by way of partnerships with growers in those areas.
“Our family has always cherished the fact that we have been indirectly involved in so many celebrations of other families,” said Hirochi Robaina in a statement. “Since the 1800’s our tobacco has been enjoyed at weddings, the birth of children, or the first time a father and son enjoy a cigar together. This is not something we take for granted, it’s something that we take great pride in and hope to continue for years to come,” he continued.
The changeover is expected to take place over the next month. The company will be at the upcoming IPCPR Convention & Trade Show under the La Familia Robaina name.