SAN CRISTOBAL DE LA HABANA

Gradually, new brands have been incorporated without displacing the traditional ones, the new are gaining the recognition between the consumers. Observing the positioning, we can see :
Upper Middle Segment: They seem competitive brands and of a big international reach, like Partagas, Romeo y Julieta, Punch & Bolivar, which are characterized for having a wide vitola, with selling levels superior to 10 million units.

Low Segment: These are brands commercialsed in some particular markets, like Flor de Cano, Statos de Luxe, Troya, Quintero, etc.

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 be commercialized -(in a first step)- in La Casa Del Habano.

The Vitolas names will be insipired by 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.

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.