At last week’s InterTabac 2024 in Dortmund, Germany, the absence of Habanos S.A.’s booth was a hot topic, but it was Hirochi Robaina, the renowned Cuban cigar figure, who stole the spotlight with the unexpected return of HR Cigars.

After a five-year hiatus, the HR Cigars brand has made a comeback, launching with new distribution agreements for international markets. Originally debuted in 2014, HR Cigars was one of the standout stories in the cigar industry, with Hirochi being the grandson of the legendary Alejandro Robaina, a revered tobacco grower in Cuba. Alejandro’s legacy lives on through the Vegas Robaina brand, the only modern Cuban cigar named after a living person, and his passing even made headlines in the New York Times.

Hirochi Robaina has also carved out his own path, succeeding his grandfather by continuing to operate the family farm in Pinar del Río, Cuba. Unlike most Cubans who must choose between life in Cuba or abroad, he has managed to launch HR Cigars while maintaining ownership of the family farm.

The reasons for HR Cigars’ previous disappearance from the market remain unclear. Despite early excitement surrounding the brand, the initial launch quickly devolved into chaos. Made in Nicaragua, HR Cigars was envisioned as a luxurious global brand with high prices and limited distribution. The company aimed to secure significant orders from 50 retailers to facilitate a nationwide promotional tour for Robaina. However, consumer interest waned, and the buzz surrounding his U.S. market entry fizzled out.

The situation became increasingly complicated. In the summer of 2015, just months after the cigars hit the shelves, Robaina announced he would no longer work with Cubanacan, the distributor responsible for HR Cigars. Shortly thereafter, La Palina claimed Robaina would collaborate with them, a partnership that never materialized. Subsequently, La Corona Factory, which produced HR Cigars, stopped working with Cubanacan over unpaid bills, leading to a series of lawsuits that were settled in 2016.

Spence Drake, former VP of sales for Cubanacan, launched White Hat Distributors to take over the distribution of HR Cigars. However, he exited the cigar industry around 2020 and is now involved in the mortgage and home buying business, leaving HR Cigars in limbo.

“Reviving HR Cigars is about more than just bringing back a brand—it’s about reigniting a passion for authentic, handcrafted cigars that tell a story,” Hirochi Robaina stated in a press release from Small Batch Brokers B.V. “We are dedicated to preserving the traditions that have made this brand iconic while embracing innovations that enhance the experience for both seasoned connoisseurs and new enthusiasts alike.”

At InterTabac, attendees were surprised to find Robaina in his booth, signalling a fresh start for the brand. The HR Blue, White, and Signature lines from the first generation of HR Cigars have already returned to shelves in Switzerland, distributed by URS Portmann Tabakwaren.

Vintage Cigars will handle distribution in the Middle East, while Small Batch Brokers B.V. has secured rights for Europe and Asia. Although U.S. distribution details are still being finalized, the company plans to re-enter the U.S. market and will exhibit at the 2025 PCA Convention & Trade Show in New Orleans from April 12-14.

In addition to reintroducing classic lines, HR Cigars is launching a new HR Black Line, featuring an Ecuadorian Habano wrapper, a Nicaraguan binder, and Nicaraguan fillers, touted as the strongest in their portfolio.

The HR Black Line will include three sizes:

• HR Black Short Toro (4 1/8 x 55)
• HR Black Small Toro (4 3/4 x 55)
• HR Black Extra Toro (5 7/8 x 55)

Pricing has yet to be announced, but the cigars are expected to hit shelves before the year ends. Production will be handled by La Corona Factor