The Festival del Habano 25th edition sets records, draws large crowds

March 1, 2025

Havana, Feb 28 (EFE).- The 25th edition of the Festival del Habano concluded in Havana with record-breaking sales at the humidor auction, as the commemorative Behike Line humidor became the most expensive in history, selling for €4.6 million ($4.77 million).

Festival sees Record Sales at the Humidor Auction

The top Habanos humidors generated a total of €16.41 million ($17 million) from the seven auctioned, each representing one of the company’s global brands, including Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey, and H. Upmann. At the festival’s gala night, organized by Habanos S.A., three additional special humidors were unveiled in honor of brands celebrating anniversaries in 2025: Punch, Juan López, and La Gloria Cubana.

More than 1,400 people attended the event, where the Habanos Awards 2024 were presented to honor key industry figures. The gala concluded on Friday with a performance by Earth, Wind & Fire.

HAVANA (CUBA), 02/26/2025.- A man sorts tobacco leaves during the cigar rolling competition in Havana (Cuba). As part of the 25th edition of the Festival del Habano, organized by the Spanish-Cuban tobacco company Habanos, the traditional cigar rolling competition was held, featuring artisans who handcraft Cuba’s most prized cigars using traditional techniques. EFE/Ernesto Mastrascusa. — HAVANA (CUBA), 02/26/2025.- A man sorts tobacco leaves during the cigar rolling competition in Havana (Cuba). The traditional cigar rolling competition was held, featuring artisans who handcraft Cuba’s most prized cigars using traditional techniques. EFE/Ernesto Mastrascusa.

Festival Highlights and New Features

The Festival del Habano began on February 24 with a packed program that included visits to tobacco plantations in Cuba’s Pinar del Río region and tours of cigar factories in Havana. This year’s edition introduced two first-time events: the festival’s Midweek Night was held at Havana’s iconic Capitolio, and the first-ever cigar rolling competition took place, highlighting the skill of Cuban torcedores.

HAVANA (CUBA), 02/26/2025.- A woman smokes a cigar during the cigar rolling competition in Havana (Cuba). As part of the 25th edition of the Festival del Habano, organized by the Spanish-Cuban tobacco company Habanos, the traditional cigar rolling competition was held, featuring artisans who handcraft Cuba’s most prized cigars using traditional techniques. EFE/Ernesto Mastrascusa. — HAVANA (CUBA), 02/26/2025.- A woman smokes a cigar during the cigar rolling competition in Havana (Cuba). The traditional cigar rolling competition was held, featuring artisans who handcraft Cuba’s most prized cigars using traditional techniques. EFE/Ernesto

Habanos’ Global Growth and Market Expansion

With 27 brands and a presence in over 130 markets, Habanos S.A. continues to dominate the luxury cigar industry. “We have reached revenues of $827 million, a 16% increase compared to the previous year,” said Habanos co-president Luis Sánchez-Harguindey Pardo de Vera in an interview with EFE. He emphasized that the company’s strategy is built on excellence, tradition, and innovation, with a strong focus on the protection of the Protected Designation of Origin (D.O.P.), ensuring quality and authenticity.

Meanwhile, Habanos S.A. Vice President of Development José María López Inchaurbe analyzed the company’s key markets, stating that China, Spain, Switzerland, the United Kingdom, and Germany showed the highest sales growth. Regionally, Europe remained Habanos’ largest market, accounting for 54% of total sales value, followed by Asia-Pacific (24%), the Americas (12%), and Africa & the Middle East (10%).

HAVANA (CUBA), 02/24/2025.- People attend the trade fair of the 25th Festival del Habano at the Havana Convention Center (Cuba). EFE/Ernesto Mastrascusa.

Celebrating Romeo y Julieta’s 150th Anniversary & Cohiba Behike’s 15th Anniversary

This year’s festival paid tribute to the 150th anniversary of the Romeo y Julieta brand, launching the Romeo y Julieta Amantes vitola, created exclusively for the occasion. Additionally, Cohiba Behike, the most exclusive line in Habanos S.A.’s portfolio, marked its 15th anniversary with the world premiere of the Cohiba Behike 58 vitola (58-ring gauge, 178 mm in length). EFE

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