Discover how MANUEL'S masters the art of Cuban cigar maturation and creates a unique smoking experience in the heart of Zurich.

9 Minutes

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Cuban flavors at MANUEL'S in Zurich
Four stars for a Montecristo: a turning point
The art of ageing: strategies behind MANUEL'S cigar storage
The deeper meaning behind MANUEL'S aged Cuban cigars
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The picture shows Vasilij Ratej (left), owner of Zigarren.zone, and Manuel Fröhlich (right), owner of MANUEL'S, in animated conversation about mature Cuban cigars. Photos: Christian Schmid, Fotowerk 132.

Vasilij Ratej (left), owner of Zigarren.Zone, and Manuel Fröhlich (right), owner of MANUEL'S, in a lively conversation about mature Cuban cigars. Photos: Christian Schmid, Fotowerk 132.

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Cuban flavors at MANUEL'S in Zurich

Let me take you to MANUEL'S, located in the vibrant Löwenstrasse 12 in the Swiss metropolis of Zurich, with its Caribbean flair. Manuel Fröhlich, the founder of this paradise for connoisseurs of coffee, rum and cigars, welcomes me on the second floor. Together we celebrate the lighting of a Cohiba Sublimes Edición Limitada 2004, which he has generously provided for our conversation. It costs 850 Swiss francs a piece. The price may seem proud, but it reflects the exquisite quality and rarity.

The rare COHIBA Limited Edition from 2004 impresses with its outstanding quality. During our conversation, this exceptional cigar was our constant companion and contributed to a special atmosphere with its aromas.

The rare Cohiba Sublimes Edición Limitada 2004 impresses with its outstanding quality. During our conversation, this exceptional cigar was our constant companion and contributed to a special atmosphere with its aromas.

As the smoke rises elegantly into the air, Manuel talks enthusiastically about the art of cigar ageing - a passion he cultivated long before opening his store in 2014. MANUEL'S is a retreat for connoisseurs who consciously take time out to enjoy a fine cigar. The Caribbean flair, quality and advice are particularly appealing to customers. My personal snack recommendation: order the Cubano sandwich. It's a crispy, warm bread with cheese and ham. Wait, there's something else inside: cooked roast pork. Simply delicious!

Manuel talks enthusiastically about the art of maturing cigars.

The art of cigar ageing, a passion he cultivated long before opening his store in 2014.

Four stars for a Montecristo: a turning point

"What special story can you tell me about a customer who smoked a mature Cuban cigar with you?" I ask him. Manuel smiles and his eyes light up. "A few days ago, a customer visited us and showed me his notes on his cell phone about the cigars he had already smoked. In addition to his impressions of the taste, he also gave each cigar a rating of one, two or three stars. I asked him if he would like to smoke a cigar that he would rate with more than 3 stars?"

View into the humidor with the matured Cuban cigars. The cigar treasures are no longer stored at the same address because it has become too small.

"That's risky," I interject. "Yes, a little," Manuel replies, smiles and continues: "I gave him a mature Montecristo No. 2 for CHF 90. I was optimistic that it would exceed his standard rating of a maximum of three stars." The customer agreed and was indeed overwhelmed. "The cigar gained a fourth rating star and he has since bought more mature Cuban cigars." I can tell that Manuel is proud of this. And he should be.

The art of ageing: strategies behind MANUEL'S cigar storage

This anecdote reflects the basic idea behind MANUEL'S, a concept that was already taking shape before MANUEL'S opened for business. Even before 2014, he initially traded in coffee and premium cigars online. This laid the foundation for the business model of mature Cuban cigars and the store concept based on it. The strategic decision to mature Cuban cigars for up to eight years before selling them was a bold one. "It was clear from the start that considerable capital would be tied up. The costs for storage and energy are considerable and the increase in value was difficult to predict," explains Manuel.

The matured cigars are sold alongside the un-matured versions so that customers can experience the difference from vintage to vintage for themselves.

An investment company was founded for this purpose. The amount of capital invested is not disclosed. "It's substantial," comments Manuel. We take a drag on the cigar and talk about its taste. "It's complex and multi-layered," Manuel begins and I add: "Very much so. Lots of roasted aromas, dark bark, wood, nut and dark chocolate." I am fascinated. For me personally, the nicotine content is no longer as high as it perhaps once was. I rate the strength at a maximum of 3/5.

The strategic decision to age Cuban cigars for up to eight years before selling them was a bold one.

Cigars such as the Montecristo No. 1 and 2, the Cohiba Siglo VI and the Partagas D2, D4 and Lusitanias and of course many more are matured in MANUEL'S air-conditioned cellar at a constant 18 degrees Celsius and 65 percent relative humidity. The matured cigars are sold alongside the un-matured versions so that customers can experience the difference from vintage to vintage for themselves.

The deeper meaning behind MANUEL'S aged Cuban cigars

While we enjoy our excellent Cohiba Sublimes Edición Limitada 2004, our conversation turns to distant Cuba, whose difficulties are no stranger to us. The noticeable supply shortages in all areas are dramatic for Cubans in many regions. Manuel says: "I very much hope that the situation will soon improve for the people of Cuba and that the Cuban cigar industry will manage to produce more again. As a cigar retailer, I am of course grateful that we started to build up an aging warehouse ten years ago. We now have a good stock of Cuban cigars. In the event of supply bottlenecks, we can always offer our customers an alternative from the aging humidor."

MANUEL'S makes it clear that cigars are more than just smoking products. They are symbols of tradition and patience, refined by time and the careful hand of a man who knows how to turn a simple cigar into a masterful experience. I place my Cohiba Sublimes Edición Limitada 2004 in the ashtray. It has done its job and given me an extraordinary moment of pleasure and entertainment. I have a feeling of gratitude for that.

Manuel reflects on the situation of the people in Cuba. He hopes that the situation in Cuba will improve soon and is grateful that, as a cigar dealer, he set up an aging warehouse ten years ago.