Gradually, new brands have been incorporated in a form like without displacing the traditional ones, the new are gaining the recognition between the consumers. Observing the positioning, we see that only 2 of the segment (limit) has not introduced not any new brand..

Upper Middle Segment: They seem competitive brands and of a big international reach, like Partagas, Romeo y Julieta, Punch y Bolivar, which are characterized for having a wide vitola, with selling levels superior to 10 million units. Low Segment: These are characterized for brands of local fundamental commercials in the Spanish market, like Flor de Cano, Statos de Luxe, and Troya, since there exist international brands like Quintero which its registered situation is favorable.

Considering the elements stated above, it has been decided the introduction of San Cristobal de La Habana.

Being oriented to the segment of middle-upper prices, and being conceived as a brand of specialty oriented to commercialize in a first stage in Las Casas Del Habano. In it can be found a variety of formats, some of which, since a long time has not been commercialized, and others which eventhough has been commercialized, are not found practically in the segment where the new brands are incorporated. It is suggested that your vitolas be associated with the historical places of La Habana, grouped in limited or unique series. For the launching, the Series: Castillos has been chosen, which vitolas will adopt the names of important castles of the city.

Series: Castillo

As it is known, these castles are too old just like the special Habanos and their beauty, which lasted till our days, furthermore, its images has been known internationally due to their use as an element in the international tourism communication.

In the future, other series could be included as a continuation they are the following: - Series of famous Parks of La Habana. - Series of Contemporary Cuban Painters. - Series of Monuments.

In all these cases, the vitolario must be in accordance with the theme of the series related. The estimated production is 20.000 units per vitola, which permits the coverage of the necessities of all existing Casas del Habano, the distribution must be fair per vitolas. Its production will be realized in Plants (Fabrics) of la Habana. Due to the name of the brand, the history of the brand must be associated with the history of the city founded 500 years ago, first city in importance in the country, whose history will be associated to the Habano, not only for being a large traditional product, but because it is in the Habana, where the first Plants (Fabrics) of tobacco were installed in Cuba, some of it lasted until our days. On the other hand, the Port of the city had the major part of commerce in the island.

PUBLIC OBJECTIVE: Personalities, Businessmen, high and middle class will be able to acquire it in general. In November of the present year, the city will be commemorated for its 480th anniversary of foundation, which will coincide with the Iberoamerican (Spain and Latin America) Summit, then the program of launching will be announced in the right time. In this occasion, participant personalities who were in the Summit will be invited to attend the anniversary, as well as other important people as mayors Iberoamericanos, exclusive distributors, Casas del Habano. As a conclusion, we wish to reveal to you, that with the launching of San Cristobal de la Habana the process of introduction of new brands will be concluded.