Facing restrictions that prevent the enjoyment of premium cigars in public spaces or establishments that pair them with food and drinks, Alejandro Suárez Labastida, director of the premium tobacco importer and distributor Cuesta Rey de México, hopes that –as has happened in the United States and other regions– small battles will be won in defense of individual liberties and social needs.
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He emphasizes that this must be done without affecting smoke-free areas or those with minors. The solution, he believes, is to open more cigar clubs and other types of establishments for smokers.
From his sphere of influence, he supports strengthening cigar culture and its industry by bringing emblematic brands to Mexico, such as the Dominican Arturo Fuente and the American J.C. Newman. These are companies he and his family have maintained a special relationship with for over three decades.
Furthermore, through his own cigar lines, Caballero and SLabastida, he is betting on the resurgence of Mexican tobacco. His premise is that the national industry must adapt to modern times and include imported varieties from other countries in its blends to achieve better, more distinct flavors without losing its origin.
“Mexico has very high-quality Habano characteristics, as well as tobaccos for wrappers that, with a small twist, can achieve interesting things. We have been doing this for five years, creating blends that contain tobacco from Ecuador, for example,” he says.
A Long, Quality Smoke
As the exclusive distributor in the country, Cuesta Rey de México will commemorate the 130th Anniversary of J.C. Newman Cigar Co. –the oldest family-owned cigar factory in the U.S. From November 10 to 14, they will host Long Smoke Competitions and the relaunch of Diamond Crown. The events will be held in Mexico City and the cities of Monterrey, Guadalajara, San Miguel de Allende, and Puebla.
Alejandro Suárez explains that other products from the brand will be used during the competition since the Diamond Crown Anniversary Limited Edition comes in an elegant humidor with 130 pieces, one for each year of the company’s history.
These types of events, which are innovative for the country’s cigar bars, are part of Cuesta Rey de México’s strategy to build brand loyalty for the labels in its portfolio. Additionally, a Long Ash Contest, judged by expert specialists, pays tribute to the outstanding construction quality required to produce premium cigars, as is the case with J.C. Newman Cigar products.
A Growing Market
Cuesta Rey de México is currently present in 400 points of sale, including commercial chains, hotels, supermarkets, and cigar bars. This may seem like a modest presence compared to markets like the U.S., but given the conditions in the country, it is not only significant but also represents a true front of resistance in favor of consumers.
Alejandro Suárez is optimistic. With a deep knowledge of the premium tobacco industry, he speaks of the emergence of a new generation of smokers –communities that include both male and female aficionados, who are incentivized by experiences and events like those organized by Cuesta Rey de México.
