InterTabac 24 exclusive: HR Hirochi Robaina cigars - A decade of excellence and a new start in Europe
The HR cigar brand, founded in 2014, celebrated its launch at the IPCPR in Las Vegas and has been available in the USA ever since. After a pause due to the pandemic, the brand is now experiencing an exciting relaunch. Of particular note is the new "HR Black Label" line, which is taking the opportunity to enter the European and Asian markets - with Europe leading the way.
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The author behind these articles is Oliver - survivalist, winter griller, TV fuzzie from Bonn. He constantly fails at trying to stay sporty, loves cigars, rock'n'roll, barbecues, bad jokes and single malt whisky. He is now too old to grow up.
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Long-standing collaboration with the Portmann family
A key feature of this expansion is the long-standing collaboration with Urs Portmann and his sons Marc and Thomas, one of the best-known cigar retailers in Switzerland. This partnership has existed for around 20 years and demonstrates the close connection between HR and European cigar lovers. A week before InterTabac 2024, Hirochi Robaina traveled to Switzerland to meet his long-time friends and business partners Urs, Marc and Thomas Portmann at a spectacular event. You can find the detailed report on this special event here.
Hirochi Robaina.
Since last year, HR cigars have also been available in Switzerland, marking the start of the company's expansion into the European market. The importer is Urs Portmann Tabakwaren AG. The HR founder is particularly pleased with the positive response at InterTabac 2024, where he was able to represent his brand at this cigar trade fair for the first time. "It's a great event and it's nice to meet so many friends, retailers and consumers."
New: Black Label
The HR cigars are made from 100 % Nicaraguan tobacco, with the wrapper coming from Ecuador. Various vitolas are available in all lines, offering smokers a wide selection of mild to strong cigars. The new "Black Label" line in particular is characterized by its strong intensity, ideal for experienced smokers.
The roots of the HR brand lie deep in Cuban cigar history, as the Robaina family, the founders of HR, began producing tobacco in Cuba as early as 1845. The founder himself belongs to the fifth generation of Cuban cigar makers, and although HR cigars are now produced in Nicaragua, the connection to Cuba remains strong. The Robaina family is known internationally, especially through the founder's late grandfather, Alejandro Robaina, who traveled to many countries in Europe as a cigar ambassador.
It is interesting to note that, despite his Cuban roots and the Cuban cigar market, the founder of HR now runs his business in Nicaragua - proof that the economic and political conditions for Cubans have changed.
With the successful launch in Europe and Switzerland, HR Cigars is facing a promising future. "I think we will grow quickly based on what we see now," says the founder, "and hopefully all cigar consumers will be happy with the product they smoke."
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A week before InterTabac 2024, Hirochi Robaina traveled to Switzerland to meet his long-time friends and business partners Urs, Marc and Thomas Portmann at a spectacular event. You can find the detailed report on this special event here.
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