Montecristo
The history of the fleur-de-lys cigar brand.
While the Montecristo brand is relatively new compared to other Habanos brands, it is recognised as the most famous Habanos brand worldwide and is among one of the most popular brands. However, its creation dates back to before the Cuban Revolution. In fact, Montecristo was registered in 1935, as can be seen in the August 1935 issue of the magazine "Habano", published in Cuba.
The founder, a man named Alonso Menéndez, was a wealthy Spaniard who had worked in the tobacco industry in New York and Florida before moving to Cuba in the early 1930s.
1935 was an important year for the man who, just before creating the Montecristo brand, acquired the Particulares factory, which at the time produced the eponymous cigar brand as well as Byron cigars, two relatively unknown brands.
The fleur-de-lis triangulated by six swords soon became the emblem of Montecristo. The latter is said to have been designed by Jack Benham, the director of the company that was to take over the distribution of the brand for the British market: John Hunter Morris & Elkan Co. Ltd.
As far as the name "Montecristo" is concerned, several theories try to explain the origins of this choice. According to Min Ron Nee's "bible", the most probable one would be that it was inspired by the famous novel by Alexandre Dumas published in 1844: The Count of Montecristo. In fact, the work enjoyed great popularity among the torcédors at that time during the readings given by the "lectors".
In order to guarantee the commercial success of his young cigar brand, Alonso Menéndez made great efforts, particularly in the quality of the tobaccos used for the production of its cigars. Legend has it that he designed cabinets made entirely of cedar to store the Ligero filler leaves before they were used to roll cigars.
Soon the brand was also distributed by the famous cigar dealer Alfred Dunhill in the United Kingdom and the United States. From then on, Montecristo became extremely popular throughout the world. This gave rise to the famous Montecristo Dunhill Selección, so coveted by collectors today.
As a result, sales of Montecristo quickly exploded. The income generated enabled Alonso Menéndez to acquire two years later, in 1937, the H. Upmann factory, which was then in a state of panic.
As an anecdote, at the time of this takeover, the H. Upmann factory was owned by J. Frankau S.A. The latter merged in 1963 with John Hunter Morris and Elkan Co. Ltd, which, as mentioned above, was responsible for the marketing of Montecristo for the British market. This merger gave rise to the famous company Hunters & Frankau, the exclusive distributor of Cuban cigars in the United Kingdom, of which Jemma Freeman is the Managing Director today.
This acquisition was beneficial in two ways, as it allowed the H. Upmann factory, taking advantage of the Menéndez family's expertise in the tobacco field, to return to profit, but also to house the production of Montecristo, which was then constantly increasing.
By the 1950s, Montecristo had become a very popular luxury brand, with very high sales figures making the brand the number one Cuban cigar export.
Until the Cuban Revolution, the Monteristo catalogue only offered five different vitolas, the Montecristo No.1, No.2, No.3, No.4 and No.5. Subsequently, the opening of the new El Laguito Factory in 1969 made it possible to consolidate this historic range with the introduction of three new vitolas: Montecristo Especial No. 1 and No. 2 and the Joyitas. These correspond respectively to the Lanceros, Coronas Especiales and Panetelas from Cohiba.
1971 marked the history of the brand with the introduction of Montecristo A and Montecristo B. Qualified as "the most expensive cigar in the world" by the Guinness Book of Records as soon as it was introduced on the market, the "Monte A" has undoubtedly become the most emblematic cigar of the brand.
Subsequently, the catalogue was progressively completed and thus offers a very complete vitolario. Among the important launches we can mention the Edmundo, released in 2004, which followed the "short smoke" trend and was completed two years later by the Petit Edmundo. The name "Edmundo", inspired by Edmond Dantes, is a nod to the hero of Alexandre Dumas' novel.
In 2009, the very popular Open Line was launched with the aim of offering occasional smokers and aficionados a blend of tobacco with rich and light flavours. The line is composed of four vitolas, each offering the essence of the distinctive Montecristo flavour. Thus, the Eagle (Robusto Extra, 54 x 150 mm), Regata (Petit Pyramid, 46 x 135 mm), Master (Robusto, 50 x 124 mm) and Junior (Short Panetela, 38 x 110 mm) meet the needs of all Montecristo lovers who enjoy the pleasures of outdoor life.
Today, Montecristo is Habanos S.A.'s best-selling brand throughout the world. All its cigars are rolled "Totalmente a Mano con Tripa Larga" with tobacco leaves from the Vuelta Abajo region, offering a particularly well-balanced tasting experience. The brand's characteristic, refined, relatively powerful aromas seduce most palates.
If you would like to know more about the history of Montecristo, we would be delighted to show you exclusive pieces from the brand's history, such as this old "Cinco Bocas" cabinet or various jars from special productions.
(Pieces from our private collection)
For more information, contact us on +41 22 552 2799