February 2024

For the fifth consecutive year, Habanos S.A. is honouring the Chinese New Year with the launch of a new cigar, following the footsteps of Davidoff and many other brands again.

In celebration of the Year of the Dragon, the company introduces the Montecristo Brillantes, a 5-inch (128mm) x 53 robusto gordo presented in 18-count boxes. Remarkably, this marks the first instance of Habanos S.A. utilizing this size for a commercial release.

Aligned with the tradition of other releases honouring the Chinese Zodiac calendar, the Brillantes comes packaged in boxes featuring a vibrant red and gold color scheme. In Chinese culture, red symbolizes good fortune, while the gold accents represent wealth. An added feature is the NFC technology, enabling consumers to delve into more details about the cigar and verify the authenticity of the box.

The introduction of the NFC feature was initially seen in the boxes of the Cohiba Siglo de Oro, which celebrated the Year of the Rabbit and was released last year by Habanos S.A.

This marks the fifth consecutive year that Habanos S.A. has crafted a cigar for the Chinese lunar calendar, following a series of releases:

  • Romeo y Julieta Maravillas 8 (6 1/10 x 55) — 2020
  • Hoyo de Monterrey Primaveras (6 7/12 x 48) — 2021
  • H. Upmann Magnum 52 Year of the Tiger (5 7/8 x 52) — 2022
  • Cohiba Siglo de Oro 4 1/2 x 54 — 2023
  • Montecristo Brillantes (5 x 53) — 2024

While specific details regarding pricing and production quantities are yet to be disclosed, the cigars made their debut during an event hosted by Habanos S.A. in collaboration with Infifon HK Ltd., the distributor of Cuban cigars in mainland China. The event took place at The Murray Hotel in Hong Kong on Jan. 29.

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