The corporation Habanos S.A. reached a sales figure of 568 million dollars during 2021, which represents a growth of 15% compared to the previous year.
When reporting the economic results of that period, the company highlighted the achievements made despite the crisis unleashed by the COVID-19 pandemic, and confirmed that the sale of Premium cigars – made entirely by hand by Cuban cigar rollers – throughout the world, a historical record for this category, according to review the official newspaper Granma.
“We are very proud to lead the category of Premium cigars and to continue growing, despite the situations experienced in the last two years”, ratified the Cuban Inocente Núñez Blanco and the Spanish Luis Sánchez-Harguindey Pardo de Vera, co-presidents of Habanos, SA , quoted by the media.
The publication refers to the fact that in the ranking by country, the first five Habanos SA markets, based on sales volume, were SpainChina, Germany, France and Switzerland, while by region, Europe remained the main market, with 59% of sales in volume, followed by Asia-Pacific (16%), America (14%) and Africa and Middle East (11%).
Add Granma that Leopoldo Cintra González, Commercial Vice President, and José María López Inchaurbe, Development Vice President of the mixed company, consider that the corporation maintains the “commitment to offer the best experience to our fans, exclusive products and novelties, all under the quality, tradition and unique origin, which make Cuban cigars a luxury product appreciated throughout the world».
“Our fans have remained faithful to the Habano and its tastes and, in many cases during the past year, they incorporated vitolas and brands into domestic consumption that were previously part of a more social consumption,” the directors pointed out.
The information points out that the exceptional situation experienced as a result of the pandemic led to certain changes in consumption habits, and that within the new context, the company was able to adapt. Together with its exclusive distributors, the company sought to maintain the passion for the Habano, through its marketing strategies, its launches, novelties, virtual events and, when possible, face-to-face events.
Another key to success, according to the publication, has been the concept of Retail (retail sales), which continues to be a key point in the Habano business, based on specialization, exclusive products and good service.
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The report indicates that at the end of last year the company reached 20 Cohiba Atmposphere establishments, 160 Casa del Habano (+3%), 1,217 Habanos Specialist, 2,465 Habanos Point (+7%), and 486 Habanos Lounge / Habanos Terrace, data which, he assures, guarantee “the strategic success” of these concepts.
Habanos SA acknowledges in its valuations the effects and delays in the supply of some of the best-selling vitolas, caused largely by the effect of the pandemic and strong international demand. However, it highlights that in 2021 38 new products were exported, according to the note of Granma.
It also explains that some of the most anticipated launches by fans, such as the Cohiba Ámbar, Cohiba Ideales and Cohiba Limited Edition 2021 cigars – all of them dedicated to the brand’s 55th anniversary – could not be presented and tasted at the traditional Festival del Cigar, cancelled in the last two years, although they were presented in an innovative virtual event called Habanos World Days, held in April of last year.
It adds the information that Habanos, SA will hold a Gala night dedicated to the 55th anniversary of its most prestigious brand, Cohiba, on September 9 in Havana.
The Habanos, SA corporation is a world leader in the commercialization of Premium cigars, both in Cuba and in the rest of the world, for which it has an exclusive distribution network present on the five continents and in more than 150 countries. In addition, it markets 27 Premium brands made entirely by hand and protected by the Protected Designation of Origin (PDO), including Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey and H. Upmann, among others.
