For the last 55 years, Cuba’s cigar company has focused on the rest of the world, not the United States. Despite ignoring their northern neighbor on an offi cial level, illegal shipments of millions of cigars provided ample evidence of the potential market across the Florida Straits.
December 17, 2014 changed everything. President Obama’s announcement of a diplomatic initiative to restore normal relations with Cuba, and the expansion of legal travel opportunities for Americans there, triggered the conversation that had been on hold since 1962. If the U.S. government was moving toward normalization, it meant that the prospect of the trade embargo’s end was a reality, and for Habanos S.A., the country’s cigar monopoly, there was no time to waste.
For Habanos copresidents Inocente Núñez Blanco and Luis Sánchez Harguindey,…