Imperial Tobacco Group’s best kept secret

During the last week of February the whole of the cigar world will meet in Habana, Cuba to celebrate the ‘Festival del Habano’. Cuba isn’t normally the world center of many things, but the best cigars are still Cuban, and they’ve been a source of inspiration for artists, actors, writers and world leaders…

The last time I was in Cuba, more than a decade ago, it was quite something to see men and women rolling tobacco leaves into cigars. Tradition, culture and myth. It will be during this week in February when Corporación Habanos will announce the sales and consumption figures for 2013. The Imperial Tobacco subsidiary, Altadis in Cuba is the most important cigar manufacturer in the world.

The sales forecasts are quite interesting. According to the company, during 2013 activity in the cigar sector continued to grow, following the trend of the previous two years, product of its international presence in over 150 markets. Relentless of the crisis situation in some of the European markets, for example, market share for Cuban cigars has been strengthened and main brands like Cohiba, Montecristo, Partagás, Romeo y Julieta and H Upmann have mantained global leadership for the Cuban cigar within a worldwide premium cigar (handmade) market.

Actually, the Montecristo nº2 premium cigar has been named the cigar of the year by the prestigious «Cigar Aficionado» magazine. As for market trends, consumers are chosing large calibre formats, for their intensity. According to Imperial Tobacco-Altadis, “ presence in emerging markets and strengthening our position in traditional markets has meant a very positive end of 2013″. Official figures in a few weeks.