COHIBA MADURO 5 SECRETOS Cuban CigarsHabanos S.A., the world leader and number one in Premium Cuban cigars, presented at the Habanos Festival its star launch for 2007: Cohiba Maduro 5, the new line of mature Cuban cigars from Cohiba. They also announced the launch of Reserva de Montecristo, a tribute to the Montecristo No. 4 band, the best selling factory size cigar in history, with over a billion cigars sold since its launch in 1935.

Maduro 5, the new line added to the Cohiba brand, will complement the internationally renowned Clasica and 1492 (Century) lines and will be officially presented during Welcome Night. This is traditionally the opening event of a week of activities designed for the enjoyment and delight of cigar lovers. It has set a new record for participants in its ninth edition this year.

Maduro 5 is heir to the best tradition of Cuban dark layer cigars (capa madura). It uses the plant’s upper leaves and obtains its unique range of dark colors and texture through a long and complicated process of totally natural fermentation. This wrapper, improved by 5 years of aging, is used in the new Maduro 5 line and gives unique characteristics to its three sizes.

The three factory names of Maduro 5 are: Genies, (circumference 52 x 140 mm); Magic, (circumference 52 x 115 mm), and Secrets, (circumference 40 x 100 mm.) All three sizes are in line with the latest market trends.

Maduro 5 has its own unique image within the brand. The traditional Cohiba ring has been complemented by a black lower band with the Maduro 5 brand. The wooden boxes are also darker in color than the Classic and Los Siglos lines.

Reserva de Montecristo, pays tribute to Montecristo No. 4, the brand’s flagship factory size, and its smokers, and will be officially presented during the Festival’s closing ceremony. Reserva de Montecristo’s coat, gut, and binder leaves have been aged for three years. These cigars are packaged in luxurious black lacquered cases of 20 double-banded cigars: the brand-specific ring and the Reserva ring. This Special Launch consists of 5,000 numbered cases and is reserved for true lovers of a good Habano.

The Habano, a luxury product

With the launch of Cohiba Maduro 5 and Reserva de Montecristo No. 4, Habanos S.A. Group consolidates its marketing Premium cigars’ strategy as the right luxury products.

Casas del Habano has consolidated itself as the ideal formula to contribute to Premium Habanos sales’ success and to the dissemination of the Habano culture in all markets. In 2006, 20 new Casas del Habano was opened in various locations, increasing the total number of Casas del Habano in operation.

New releases in 2007

One of this year’s releases is the Edmundo size in an aluminum tube with a new image added; the same image will be used for the Petit Tubos and Montecristo Tubos.

As for the Limited Editions, Habanos highlighted that not only the leaves of its coating are aged for two years as usual, but also the gut and binder leaves. This year’s Limited Editions are Romeo and Juliet’s Shields (circumference 50 x 141 mm long); Hoyo de Monterrey’s Gifts (circumference 46 x 127 mm long); and Ingenios de Trinidad (circumference 42 x 165 mm long).

Las Casas del Habano has presented a replica of an Antique Humidor from Partagás, an elegant humidor that, according to the original owner, was sold during the first decade of the 20th century. Only 200 replicas of this humidor will be sold, containing “50 Sobresalientes” (circumference 53 x 153 mm long), manufactured exclusively for this Special Series.

Volume No. 7 of the Habanos Collection, dedicated this time to the prestigious brand H. Upmann, will be launched to the lovers of exclusive Habanos. This case contains 20 “Magnum Especial” cigars (circumference 55 x 170 mm long), a size specially designed for this Collection, which comprises only 500 cases.

The Churchill’s size of Romeo y Julieta, and the H. Upmann Coronas Major and Coronas Junior, has an entirely new image while maintaining the traditional identity and attributes of these brands.

Finally, Habanos S.A. has selected the following markets for the Regional Editions (select sizes): Middle East, Canada, Asia Pacific, United Kingdom, Benelux, Spain, Switzerland, Mexico, and the Baltic region.

Habanos Corporación, S.A., the world leader in the “Premium” cigar market, sells Habanos in Cuba. In more than 120 countries, through its exclusive network of distributors with presence in the five continents.

Habanos S.A. currently markets a range of products that covers more than 220 formats under its 28 premium brands, such as Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey, H.Upmann, Punch, San Cristóbal de la Habana, Trinidad y Cuaba; among others.