Plasencia Cigars: Branching Out With Own Brands

FRANK SELTZER

The Plasencia family is well known throughout the cigar industry, but it is only beginning to gain recognition among consumers. While the family is one of the largest tobacco growers and cigar manufacturers in Honduras, Costa Rica, and Nicaragua, most of its work has been for other companies. The Plasencias make Regius for Akhil Kapacee, and dozens of brands for the American market. The family has preferred staying in the background until now, but at InterTabac 2017, the family for the first time displayed cigars with their own name on the bands. Nestor Andres Plasencia spoke with TPI about the family’s newest venture.

TPI: After being in the background for many years, growing tobacco and making cigars, why are you now entering into the retail market?

PLASENCIA: We realized a lot of people in the industry know who we are but consumers did not. So we said, we are missing the best part of this industry, which is seeing people’s faces when they try your

We are proud and honored that people still believe in us to make their products for them but we think this will help everything that we do because we have good ratings and reports on our cigars… people saying, “this cigar is made by Plasencia… Plasencia makes my cigars.” Now, with social media, people want to know where the cigars are made, where the tobacco is grown, which tobacco is used, and how many years of age are on it. We continue working with Rocky Patel, Alan Rubin and Alec Bradley, Nat Sherman, Manuel Quesada for the Casa Magna, which was the number one [Cigar Aficionado magazine] cigar of the year 2008. We’re so proud that we have learned from these icons in the industry and honored and humbled that they have chosen us to make their brands, and the other guys are buying our tobaccos to make their blends. Of course we will continue doing that.

TPI: This is not your first foray into the consumer market, though, because about 15 years ago you launched the Plasencia Organica.

PLASENCIA: Yes. In 2002 we came out with the Organica for the first time and it was also the first time we launched a cigar under our family name. But in reality, we really were not ready for it. We used distributors to just put the brand out there. The Organica has continued to be in the market but it has been limited. Initially, the yield was not great, as we were growing all the tobaccos organically. But over the years we have learned how to increase the yield in the organic way. I am an agronomist by trade and I learned how to grow organically in school. The organic material we added to the soil caused the tobacco roots to go deeper and to absorb all the nutrients and the minerals that the soil already has but they had not been accessible to the plants. But now you can feel it in the taste of the cigar. All of the things we learn from the organic side is being used in our regular production. We are not growing everything organically, but we are using organic techniques for regular production.

The process is terrific. Growing tobacco is hard; growing it organically is harder. We learned that when the tobacco gets more nutrients it becomes stronger. It has the nutrients it needs, it is less susceptible to disease. It is a lot like us. As we have a healthier lifestyle, we get sick less and live better.

With the organic process… the plant is stronger, [and] it resists disease by itself so it doesn’t need insecticide and fungicide. We rotate the crops in the fields to make certain the soil is good. In the off-season, we grow legumes, beans, which absorb the nitrogen from the aquifer. In doing so, you change the cycles for blue mold and black shank because there is no tobacco in the field. We use garlic to keep insects out, because they don’t like the smell. The process is amazing and we keep learning how to grow great tobacco and you can’t have great cigars without great tobacco.

TPI: In 2016 you launched your first cigar since the Organica, the Alma Fuerte.

PLASENCIA: Yes, the Alma Fuerte came out in October of 2016. This is the first time we have ever had a stand, and to see our family name is humbling. The Alma Fuerte is €22 at retail. We wanted to do that because there was a lack of product in that market [segment]. We put a lot of time into developing this cigar: the wrapper is five years old, but the binder and fillers are about 10 years old.

The tobaccos come from all the major areas of Nicaragua—Jalapa, Estelí, Condega, and Ometepe—and we control all the tobaccos. We know the soil, the fertilizers, and all the details. We grow 5 million pounds of tobacco annually, so out of those 5 million pounds we have been saving the best and every year we keep putting the tobaccos aside. We are so proud of the results, the comments we are getting and the reception for it. I see our name—my dad’s name— on the product in people’s hands, that is a great feeling.

TPI: You released Alma Fuerte last year. Are you adding to the lines this year?

PLASENCIA: In 2017, we have added Alma de Campo as another line of the Plasencia brand. We are going to have five Almas overall, starting with the Alma Fuerte, and the Alma de Campo. Alma means “soul” and we put our heart and soul into these cigars and everything we do. Alma Fuerte means a strong soul and we want to light up the soul of our consumers. Alma de Campo is the soil of our countryside. We also have the Cosecha 146. Cosecha means “harvest.” We just finished our 151st crop. The Plasencia family has been in this industry since 1865 growing tobacco. So the Cosecha 146 is tobacco we put aside from that crop from Honduras and Nicaragua and it is made in our Honduran factory and it is a blend of the two countries. It comes in five different sizes and ranges at retail from €10 to €15. The Alma de Campo will run €15 to €20 and the Alma Fuerte is €20 to €22. All the other Almas will be in the €15 to €20 range. This gives us a good range of price points.

TPI: You have changed the name of the Organica line. Why?

PLASENCIA: Plasencia Reserva Original is the new name for the Organica. It had been selling very well in Europe under that name and we wanted to have the same name here. The name “Original” comes from the idea that when the Europeans first fell in love with tobacco there were no chemicals in the soil and we wanted to give consumers an idea of what the tobacco was like before modern chemicals and fertilizers.

We have tremendous acceptance in Europe and we are in Malaysia. We just finished the InterTabac trade show in Dortmund and added many new markets. In all, we are now in 40 different countries. The Reserva Original is between an 8 to 10 euro price point. It is still limited because of the organic methods. We can make about 7,000 cigars annually, which is better than we were doing when we first came out. We’ve been learning. Organic agriculture is growing three times faster than regular agriculture worldwide, so there are a lot of new products, processes, and better techniques. When we started we had about a 50 percent yield and now today we are at 80 percent. And we have added more land. Originally, we only had about 80 acres, but we are the only ones certified organic because it is not easy. But the results are certainly worth the effort. TPI

Habanos, S.A. Introduces Hoyo de Monterrey Petit Belicosos as Duty Free Exclusive

Habanos, S.A launched the Hoyo de Monterrey Petit Belicosos (52 ring gauge x125 mm length), an exclusive product for the Duty Free and Travel Retail channels, at the 31st edition of the Tax Free World Association (TFWA) World Exhibition & Conference at Cannes in October.

The format—favored by those who enjoy the heavy ring gauge format in a short smoking time—has previously only been used for a handful of limited or regional editions, but up until now has never appeared in the regular Habanos portfolio. The product is presented in a special travel humidor with an exclusive production, ensuring a high value and exclusive premium product. The 15-count Spanish cedar boxes are finished in high-gloss white lacquer, quadrant hinges, and feature a hygrometer and built-in humidification element.

The Hoyo de Monterrey brand is sourced from the fertile riverbanks of the tobacco-growing district of San Juan y Martínez, Cuba. The soft flavor of its blend deliver a more appealing option for those who prefer a more delicate and aromatic Habano with an elegant and complex character. Habanos, S.A.., La Habana, Cuba, Web: habanos.com.

Flor de Copan Special Edition 2017 Gran Toro

Altadis S.A.’s Tabacalera Flor de Copán S.A. of Santa Rosa de Copán, Honduras, has produced a very limited production of 1,500 boxes of the Flor de Copan Special Edition 2017 Gran Toro. The cigar measures 6 inches by 56 ring gauge, an exclusive format not included in the brand’s standard portfolio, slightly larger than the regular production 6 x48 toro vitola. These special cigars are individually wrapped with cedar sleeves with both a secondary band and foot band. The are presented in 10-count high-gloss white lacquered boxes.

Only premium tobaccos from Honduras and Nicaragua are used in the filler, with Connecticut Broadleaf binder and Ecuadorian Sumatra wrapper, delivering a medium-plus strength cigar with notes of cedar, spice, and cocoa.

Tabacalera SLU, Madrid, Spain, Tel: +34 91 360 9000.

Panter Red Filter, Panter Desert Filter Now in 14-Packs

Agio Cigars has introduced a new 14-count “shell and slide” pack for its Panter Filter Red (vanilla flavor) and Panter Filter Desert (coffee flavor) aromatic small cigars.

The new pack format joins existing packaging options of 6, 10, or 20 cigars, offering greater sales flexibility for different markets and consumer needs and a more competitive “out of pocket retail price” when compared to the 20-count tins.

Produced at the company’s Westerlo in Belgium, both Panter Desert Filter and Panter Red Filter have Ecuador wrappers and a mild, balanced filler blend, while the dual filter provides an extremely smooth smoke.

Royal Agio Cigars, Duizel, Eersel The Netherlands, Tel: +31 497 58 25 00, Email: info@agiocigars.com, Web: agiocigars.com.

B.A.T.’s Expansion of glo Distribution Continues With Launch in Russia

British American Tobacco is poised to begin selling its innovative tobacco heating product glo in Russia. The single-button device heats tobacco at 240°C, forming a vapor that has about 90-95 percent less toxicants than the smoke of conventional cigarettes, according to the manufacturer. A single charge of the portable device lasts up to 30 sessions.

“We believe glo has the potential to transform the way Russian smokers consume tobacco,” said Attila Kundrak, BAT Russia’s general manager. “Our ambition is to achieve critical mass with this offer in the short term and become the leader in the Russian market for heated tobacco.” glo technology was designed at British American Tobacco’s research and development center in the U.K. and its development involved more than 100 scientists, engineers, designers, and tobacco experts. glo is currently sold in Japan, Switzerland, Canada, and South Korea, with Russia becoming the fifth market in which it is available. In Russia, glo will be available in five colors—silver, graphite, blue, champagne, and pink. Kent Neostiks, developed specially for glo, are available in three flavors: Classic Tobacco, Citrus Mix, and Refreshing Mix. glo will be priced at 3,500 rubles, while a pack of Neostiks will be available for 130 rubles. The glo device as well as Kent Neostiks will be available in monobrand shops and retail chains following initial release online. The sales universe will be gradually expanded, says BAT.

Kent Neostiks contain tobacco uniquely processed for heating, and are manufactured at B.A.T.’s Saint Petersburg, Russia factory for export to several countries, including Japan, Switzerland, and Canada. The factory was the first in the world to produce Neostiks, where BAT Russia has so far invested around one billion rubles in the production of heated tobacco sticks, Kundrak said.

Manuel Quesada 70th from Quesada Cigars

To celebrate his 70th birthday, veteran blender Manuel Quesada created a special cigar for his own personal enjoyment. Using his vast knowledge of tobacco accrued over a lifetime, Quesada created the Manuel Quesada 70th combining old school balance and nuance with new world intensity of flavor. Made at Quesada’s factory in Santiago, Dominican Republic, from Dominican and Nicaraguan fillers, a Sumatra binder, and a Dominican wrapper, this special liga comes in Manuel’s two favorite sizes: Belicoso (6 x 52) and Toro (6 x 50), presented in 10-count black lacquered boxes. Tabadex Quesada Cigars, Santiago, Dom. Rep., Email:raquelquesada21@me.com.

Balmoral Añejo XO Adds Gordito Size

Royal Agio Cigars has added a new 102mm by 58 ring gauge Gordito size to its Balmoral Añejo XO line, bringing the total number of sizes to seven.

The medium- to full-bodied line was introduced in 2014 as the successor to the limited edition Balmoral Añejo 18 blend. It features Brazilian, Nicaraguan, and Dominican Republic fillers; a Dominican binder; and a Brazilian Arapiraca wrapper, all thoroughly aged to create a “sophisticated and complex aroma with notes of cedar wood, spices, cacao, and an underlying sweetness,” according to the manufacturer. The cigars are hand made at Royal Agio’s own factory in San Pedro de Macoris, Dominican Republic.

Royal Agio Cigars, Barcelona, Spain, Web: www.smokingpaper.com

» Villiger Sons is offering Villiger

Premium cigars in a new and unique look featuring a luxurious design, reflective of the product’s high quality standards and taste. The precious red and black “soft-touch” packs with metallic effect are an eye-catcher on the shelf, offered at CHF 11.00 without filter and with filter for CHF 11.80.