Habano Festival 2025 concludes with more successes and good omens

By Daily Pérez Guillén

The most important premium cigars event in the world once again brought positive results for Cuba. On the last gala night of the 25th Habano Festival alone, the usual auction, which this time featured six exclusive humidors, raised the sum of 17,940,000 euros. These funds are destined entirely to the Cuban National Health System, Habanos S.A. executives and Cuban government authorities assure.

The humidor commemorating the 15th anniversary of the Behike Line was sold for 4.6 million euros, the most expensive in history. The rest of those auctioned represented each of the firm’s global brands: Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey and H. Upmann. Three humidors were displayed as “surprises,” dedicated to brands celebrating anniversaries in 2025: Punch, Juan López and La Gloria Cubana.

The evening dedicated to the Behike line of the Cohiba luxury brand was attended by President Miguel Díaz Canel and Prime Minister Manuel Marrero Cruz.

One of the humidors for auction at the Habano Festival final gala

In addition to the premiere at the Gala Dinner of the Behike 58 cigar, in the final days of the event, smokers from some 20 countries also tasted the new Romeo y Julieta Amantes vitola, created especially to celebrate the 150th anniversary of this iconic brand, and the H. Upmann of its second Gran Reserva Cosecha 2019.

On Friday, at the close of the International Seminar and Trade Fair, held at the Havana International Conference Center, Luis Sánchez-Harguindey, co-president of Habanos S.A., thanked the more than 90 national and foreign companies from ten countries for their participation. Meanwhile, Maritza Carrillo González, who heads the Cuban representation in the joint-venture company, stressed that, “Behind every Habano there are expert hands, history, tradition and an unwavering commitment to excellence.”

On the last day of the event program, the Caribbean Team, made up of Alexei Sleur, from Curaçao, and Matthew Castillo, from Belize, were also crowned in the final of the 6th Habanos World Challenge. The youngsters were coached by Francisco Rojas, who also trained the winning couple from Canada last year.

Alexei Sleur and Matthew Castillo (center), winners of the 6th Habanos World Challenge. Photo: DSA.

By the end of 2024, Corporación Habanos S.A. registered 4,705 specialized points of sale worldwide to distribute its 27 premium brands, including 21 Cohiba Atmosphere, 602 Habanos Terras, 1,321 Habanos Especialistas and 2,600 Habanos. Record revenues for the period totaled 827 million dollars. This figure indicates a 16% increase over the previous year. Company executives at a press conference assured that 2025 had also started off very well.