Viva La Hoja Festival
In memory of José Gabriel Cruz Ayala, El Chan, the second edition of the Viva La Hoja Festival took place on Saturday, August 24, at the Paseo de los Artistas in Caguas, Puerto Rico. Over twenty local cigar makers, along with leather, ceramics, and jewelry artisans, gathered to continue making history.
Liz Janice López, his widow and CEO of La Hoja del Chan, explains that the event began after they set up their business in a commercial space with a store, workshop, and warehouse. “We were also celebrating the brand’s anniversary, and Gaby was offered the space. True to his principles, he didn’t want to throw a party just for himself and decided to share the opportunity with the entire artisan cigar industry.”
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Although there are other tobacco events in Puerto Rico, there was a need for one that allowed artisans to participate for free, only covering the cost of the permit with local authorities. Viva La Hoja takes place in August—the brand was founded on the 28th—to further promote the preservation of the island’s cigar-making tradition.
“Without Gaby’s work and the artisans present at the festival, the craft of cigar rolling would have already been lost in Puerto Rico,” says Liz Janice.
Thus, amidst Bomba and Plena, traditional music, this second edition also served as a showcase for Cigar Lounges to display some of the brands they offer, mostly linked to local artisans. There were also live rolling demonstrations, where people learned about the art of cigar making.
In line with the goal of promoting local commerce, the sale of alcoholic beverages was restricted to established businesses along the Paseo de los Artistas, where a special drink was introduced in Gaby’s honor: The Chan Old Fashioned, made with whiskey and rum, his favorite spirits.
The Somos la Resistencia award was also presented, this time to Jonathan Delgado Torres, for his passion and effort as a Puerto Rican cigar maker. Each year, this award will recognize a local artisan who embodies a characteristic of Gaby within the industry, such as unity or teaching.
According to Liz Janice, the tobacco sector is resurging in Puerto Rico, with significant potential to develop, emerging brands, and a rich culture full of music and tradition.
“In every family, there is a trace of tobacco,” she says, “so we are not reinventing the wheel but picking up those traces from the past to rescue the tradition and lifestyle around this industry… so people know that cigars are made here, that the land has the right characteristics to produce good seeds, good leaves, and good cigars.”
Launch and Tour
Liz Janice and La Hoja del Chan are launching two commemorative cigars, one for Gaby and another under the name 9/21, available in the market in September. During the festival, a pre-test was held for the one named after her, a 5.5-inch Corona with a 42 ring gauge and a Pig Tail with a sweet tip. Its blend includes a Maduro Nicaragua Estelí wrapper, Nicaragua binder, and Nicaragua and Criollo 98 filler, while Gaby’s cigar blend will remain a surprise until its official presentation.
Additionally, between August and December, Liz Janice will lead the Puerto Rico 2024 Tour to continue promoting the industry while introducing the brand’s cigars in pairings, according to each scheduled location’s taste. As an incentive to attend each event, a selection of La Hoja del Chan products, inside a humidor designed by her, will be raffled off at the end of the tour.
These activities started on Thursday, August 29, at 612 Cigars Lounge in Arecibo and will continue on Friday, September 13, at El Cielo Wine & Beer in Corozal; Thursday, September 19, at Dragonfly Lounge in Caguas; and will proceed on Friday, October 4, at JJ Cigar Lounge in Isabela. The remaining dates and venues will be announced soon through the brand’s official social media channels.
Instagram: @lahojadelchanpr
