This Week In Cigar History: May 12-16

Montecristo Cigars, the popular Habanos S.A. brand, began a worldwide launch of a newly formatted stogy -- its first in 30 years -- with the novel-sized Edmundo on May 13, 2004.

At the exclusive send-off, privileged Parisians puffed away on the perfectly balanced, medium- to full-flavored cigar blended with selected leaves from the Vegas Finas de Primera – grown in the Cuban region of Vuelta Abajo. Additionally, the Edmundo’s desirable heavy (52) ring gauge and 135-mm length helped secure its eventual bestselling status.

The origin of brand names Montecristo and Edmundo is rooted in literature. Cuban factory cigar rollers, mostly men until the late 20th century, were entertained and educated by readings delivered by a distinguished orator. Dramatic French novels were the most favored, including Alexander Dumas’ “The Count of Monte-Cristo” recounting the trials of Edmond Danté – its dashing main character. Thus inspired, many cigar brand names reflect the popular books of that time - though today’s Cuban rollers (mostly female) are more likely to listen to dramatizations of Fidel Castro’s propaganda or swoon-inducing Romance novellas.

news@doubledownmedia.com

5/12/08

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