From its sphere of influence, Cuesta Rey de México –under the leadership of Alejandro Suárez Labastida– supports the strengthening of tobacco culture and its industry, bringing iconic brands to Mexico such as the Dominican Arturo Fuente and the American J.C. Newman, belonging to families with whom the company has maintained a special relationship for over three decades.
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Furthermore, through its proprietary cigars, the Caballero and SLabastida lines, the firm bets on the resurgence of Mexican tobacco. This is based on the premise that the national industry must adapt to modern times and include imported varieties from other countries in its blends to achieve distinct, superior flavors –emphasizing that this evolution does not imply losing one’s heritage.
According to Alejandro, the Mexican market is a niche and emerging one, dominated by a Top 10 of Florida-based companies and a deep-rooted connection to local products and Habanos –“a market more similar to Europe’s than to that of the United States.”
He also highlights the growing demand in the tourism sector, where branches such as the hospitality industry have joined the sale and distribution of premium national, Dominican, Nicaraguan, Honduran, and, of course, Cuban tobacco.
In this sense, the Mexican market represents an important niche for the highest segment within premium tobacco. Alejandro describes it as a loyal clientele served by 700 to 1,000 points of sale distributed across the country’s 32 states.
Thus, Cuesta Rey de México’s records show five years of sustained growth. This milestone was achieved through high-impact events developed by the company, mainly in alliance with personalities such as Carlito Fuente Jr. and Nick Perdomo, who had previously lacked the opportunity to engage directly with their consumers in Mexico.
An example of this is the third edition of the Cigar and Golf Experience presented by Arturo Fuente and Heming’s House in Puebla, an event that will gather nearly 150 players, thereby strengthening the brand’s image in Mexico.
Similarly, Nick Perdomo’s visit provided continuity and positioning for his brand through focused events in the cities of Guadalajara, Monterrey, and Puebla. This bolstered the momentum that places Perdomo among the top ten firms in the United States, climbing the most prestigious industry rankings year after year.
Hand in hand with Cuesta Rey de México, J.C. Newman has experienced spectacular growth and market penetration through the Perla del Mar line. “Last year, we saw 70 percent growth with this product, even though it is not among the brand’s main lines.”
Additionally, during 2025, notable events were organized, such as the slow smoking contest to celebrate the American firm’s 130th Anniversary and the relaunch of Diamond Crown. “There is much to be done to promote their other products, but our work is focused, and it takes time to deliver the results we can present today with the first lines we’ve developed.”
For Alejandro, commitment and selectivity are vital when taking on a brand for distribution in Mexico: “We don’t like taking on lines just for the sake of it; we have to see something in them. Betting on brands that are new to us is always a precision strike.”
In this regard, he mentions the Tatiana line from Miami Cigars within the flavored tobacco niche, as well as Loaisiga Cigars and Infiel –a brand seeking to earn its place in the industry with a strong push for quality and creativity from Nicaragua toward many international markets.
On the other hand, within the Cuesta Rey de México catalog, SLabastida represents the company’s commitment to creating a Mexican line with a sophisticated image and well-balanced flavor, capable of penetrating the boutique cigar market both in Mexico and Europe.
The brand’s next objectives are Switzerland and France, prioritizing the use of Negro San Andrés tobacco to strengthen the global positioning of Mexican tobacco, while offering interesting blends with Ecuador, Jalapa, and Condega varieties at a competitive price point.
Looking toward the future, the brand is working on a collection of collaborations with internationally renowned Mexican artists. This initiative seeks to promote the country and its culture through art and tobacco, blending the flavors of Mexico and Honduras through the mastery of Cavalier Cigars, the most recent addition to their distribution portfolio.
As a result of a strategic alliance, Cuesta Rey de México also distributes Grupo Humo Latino publications within the country, contributing to the dissemination of tobacco culture and the art of fine smoking.
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