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Home > What's New > Montecristo Goes Platinum
Posted September 16, 2002, 5:30 p.m. e.s.t.
In a move to complement its Montecristo brand, Altadis U.S.A. is releasing a new line of cigars called the Montecristo Platinum Series. First introduced at the Retail Tobacco Dealers of America trade show in August, the full-bodied cigars begin shipping to stores on October 2.
Unlike the regular Montecristo line, which is made with a Connecticut-shade wrapper, the Platinum Series features a dark, Cuban-seed hybird wrapper grown by the Turrent family in Mexico's fertile San Andres Valley. According to Altadis' Janelle Rosenfeld, George Gershel, who has more than 40 years of tobacco buying experience, purchased the wrapper from the Turrents and it was clear from early on that Altadis was working with something special.
"Everything about the wrapper was fantastic," said Rosenfeld. "The quality, the consistency, the flavor, the color. We knew it was a winner."
With the wrapper selected, Altadis then turned to Jose Seijas and Benji Menendez, who collaborated on the blend. Along with the Mexican wrapper, the two cigar stars incorporated Nicaraguan binder with a blend of filler tobacco grown in the Dominican Republic, Nicaragua and Peru. The result was a fuller-bodied blend than the standard Montecristo line.
Manufactured at Tabacalera de Garcia Ltd. in the Dominican Republic, the
Montecristo Platinum Series is available in six sizes: Mini Belicoso (5 inches by 52 ring gauge, with a suggested retail price of $9); Toro (5 by 50; $8), Habana No. 2 (6 1/8 by 52; $10), No. 1 (6 1/2 by 44; $6), Por Delacroix (7 by 50; $10) and Robusto (5 by 50; $7). Altadis is also releasing two smaller sizes: the Petite No. 2 and the No. 5. Both measure 4 by 45 and retail for $20 for a tin of four cigars.
For the packaging, Montecristo has once again hired the talents of French painter, Michel Delacroix. Delacroix, who did the artwork for the Montecristo Cigare des Arts line, created an original painting of Havana's harbor that features the Montecristo logo. The painting will grace the tops of the Platinum Series boxes.
For a vertical brand tasting of the new cigars, see the September issue of Cigar Insider newsletter.
-- Mike Marsh
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