PR95896

LA HABANA, May 10, 2022 /PRNewswire=KYODO JBN/ --

- Habanos, S.A. maintains its leadership position with 15% growth in 2021.

- Spain, China, Germany, France and Switzerland lead the ranking of Habanos,

S.A.'s most important countries.

- Habanos, S.A. announces that it will hold a Gala evening dedicated to the

55th anniversary of its most prestigious brand, Cohiba, on 9 September in

Havana.

Corporacion Habanos, S.A., has released its financial data for the 2021

financial year, in which it obtained a turnover of 568 million dollars, with a

15% growth compared to the previous year.

"The 2021 results confirm the solid path we are on, despite the crisis caused

by Covid-19. Last year we surpassed the $500 million mark for Premium cigar

sales worldwide, an all-time record for the category and a testament to the

enormous potential of our business. We are very proud to lead the premium cigar

category and to continue to grow despite the situations experienced over the

past two years," said Inocente Nunez Blanco and Luis Sanchez-Harguindey Pardo

de Vera, Co-Presidents of Habanos, S.A.

In the ranking by country, Habanos, S.A.'s top 5 markets in terms of sales

volume were Spain, China, Germany, France and Switzerland. Spain and China were

once again the most important markets. By region, Europe remains Habanos' main

market, with 59% of sales volume, followed by Asia Pacific (16%), America (14%)

and Africa and the Middle East (11%).

Leopoldo Cintra Gonzalez, Commercial Vice-President, and Jose Maria Lopez

Inchaurbe, Vice-President of Development of Habanos, S.A., consider that "At

Habanos, S.A. we maintain our commitment to offer the best experience to our

aficionados, exclusive products and novelties, all in keeping with the quality,

tradition and unique origin that make our Habanos  a luxury product appreciated

all over the world. Our aficionados have remained loyal to Habanos and their

tastes and, in many cases over the past year, they have incorporated into their

domestic consumption vitolas and brands that used to be part of a more social

consumption".

The exceptional situation we have experienced as a result of the pandemic has

led to certain changes in consumer habits. Within this new context, the company

has been able to adapt and, together with its Exclusive Distributors, has

managed to keep the passion for Habanos alive as a result of its marketing

strategies, launches, new products, virtual events and, when possible,

face-to-face events.

Another key to success has been the retail concept , which continues to be an

essential aspect of the Habano business, based on specialization, exclusive

products and good service.  These retail concept are a unique attraction for

Habano and Premium cigar lovers. Despite the situation in 2021, at year-end the

company had 20 Cohiba Atmosphere, 160 La Casa del Habano (+3%), 1,217 Habanos

Specialist, 2,465 Habanos Point (+7%), and 486 Habanos Lounge / Habanos

Terrace. These figures are proof of the strategic success of these concepts.

We are aware of the impact and delays in the supply of some of our best-selling

vitolas, caused largely by the pandemic and by the strong international demand.

Despite this situation, 38 new products were exported in 2021 and already,

after the first quarter of 2022, we are seeing a gradual improvement in supply.

Some of the most eagerly awaited releases by aficionados: Cohiba Ambar Cohiba

Ideales and Cohiba Edición Limitada 2021, all dedicated to the brand's 55th

anniversary, could not be presented and tasted at the famous Habano Festival

cancelled in 2021 and 2022, but were presented at an innovative virtual event

called Habanos World Days. Today, Habanos, S.A. is pleased to announce that it

will hold a Gala evening to commemorate the 55th anniversary of its most

prestigious brand, Cohiba, on September 9th in Havana, Cuba. This and other

surprises will soon be announced in greater detail on Habanos, S.A.'s official

channels.

Habanos redefines the concept of luxury in premium cigars

As every year around this time, Habanos, S.A. has updated its selling prices

for the distribution network for its entire portfolio. For 2022, they have been

established taking into account the current demanding aspects affecting all

sectors, including the luxury and premium cigar market, and a new strategy of

global homogenization in the highest segment of the price pyramid.

Cohiba's unquestionable leadership worldwide, the strengthening of its

positioning with new, even more exclusive projects, and the imbalance between

supply (limited by the brand's unique characteristics) and the unstoppable

demand for its vitolas, place Habanos' number one brand not only as the world's

most exclusive premium cigar brand, but at the level of the most exclusive

brands in all luxury sectors. Habanos, S.A. has decided to reinforce this

positioning and to set Cohiba prices uniformly at a global level, taking the

Hong Kong RRSP as a reference.

This decision applies similarly to the Trinidad brand, which consolidates its

position among the elite of Habanos' brands by becoming the boutique Habanos

brand par excellence.

Other vitolas and lines of unquestionable value in brands such as Montecristo,

Partagás, or Romeo y Julieta are also raising the prices of some of their most

exclusive items, similarly to Cohiba and Trinidad, and redefining the concept

of luxury in the premium cigar sector.  

Corporacion Habanos, S.A.

Corporacion Habanos, S.A. is a world leader in the commercialization of Premium

cigars both in Cuba and in the rest of the world. For this purpose, it has an

exclusive distribution network present in the five continents and in more than

150 countries.  For more information, please visit www.habanos.com

Habanos, S.A. commercializes 27 Premium brands Totally handmade and identified

as Protected Appellations of Origin (P.A.O.), including Cohiba, Montecristo,

Romeo y Julieta, Partagas, Hoyo de Monterrey and H. Upmann, among others.

Habanos have been made Totally handmade  for more than 500 years and since

then they have become a benchmark worldwide.

* Protected Appellations  of Origin

Further information about Habanos, S.A.:            

www.habanos.com

https://www.instagram.com/habanos_oficial/

https://twitter.com/Habanos_Oficial

https://www.youtube.com/channel/UCstGLy96wdZG7eCM4855_DA

Source: Habanos, S.A.