Habanos Underscores Leadership in Premium Cigars


In the course of 2010, Habanos S.A. ratcheted gains up by 2 percent, with roughly $368 million worth of revenues worldwide, putting good numbers across the board.

Habanos S.A. deputy president for Development, Javier Terres, expressedduring a press conference in the course of the 13th Habano Festivalthat in spite of tougher antismoking legislation and law enforcement in different countries, the habano elbows its way across major geographic areas with the rekindling of sales in the duty-free niche.

In markets around the world except in those in which Cuban tobacco is banned –in reference to the U.S. market, the company’s market share peaked somewhere between 24 and 26 percent, an indication of this product’s success in terms of sales.

Based on marketing channels, the company embraced 72 percent of all total sales in the domestic market and 28 percent in the duty-free segment (tax-exempt sales in airports and marinas).

In a regional breakdown, Western Europe continues to be the number-one market with 56 percent of total sales, followed by the Americas (15 percent), the Middle East (11 percent), Asia Pacific (11 percent), Eastern Europe (5 percent) and Africa (2 percent).

He underlined the most outstanding uptick occurred in the Asia-Pacific region, a figure that’s stacked up against slumping numbers in Europe as a result of the ongoing economic crisis.

In the brand field, Montecristo, Romeo y Julieta, Cohiba and Partagas have been faring well, with a major highlight for Cohiba’s new Behike line.

He mentioned the significance in the success of sales worldwide hinged on the launch the year before of Cohiba’s new line called Behike and the great acclaim it reaped. In terms of formats, the most successful ones were Mareva, Robusto and Perla.

In the same breath, up to now the Casa del Habano franchise owns 142 establishments in over 60 nations and more than 100 different cities, up 18 new facilities from 2010.

As working lines for the course of 2011, the company has set out to beef up the habano market share worldwide based on the increasing quality of this premium product and the upgrading of distribution channels in Latin America.