Quesadas Release Heisenberg Project

Gregory Mottola
Posted: January 3, 2013

The tendency to overanalyze a cigar rather than simply enjoy the smoke has prompted the Quesada family to release the Heisenberg brand, a new line of cigars whose pertinent information is being purposely withheld.

“How often do we spend our time analyzing every flavor and nuance rather than simply enjoying it in the moment?” asks Terence Reilly of Fonseca cigars. “We will not be releasing any information on the Heisenberg blend, number of cigars made or description of strength or flavor. We want aficionados to smoke the Heisenberg with as few preconceived notions as possible.”

The cigar is named after Werner Heisenberg who developed a quantum mechanics theory called the Uncertainty Principle. This principle stated that the more precisely the position of an atomic particle is determined, the less precisely the momentum is known, and vice versa. In more philosophical terms, the more you think you know about one aspect of something, the less you know about the other.

The Quesadas applied the Uncertainty Principle to cigars and while they’re not saying where the cigar is made or what’s in it, they are disclosing the sizes. It comes in four vitolas: Robusto, 5 inches by 48 ring; Corona, 4 3/4 by 40; Petit, 4 by 43; and Corneta Cuadrada, a bugle-shaped 5 1/4-inch figurado that tapers out to a 55 ring. They should retail in the $4.50 to $6.75 range. They will be released in February.

Although Albert Einstein didn’t personally think much of Heisenberg’s Uncertainty Principle, he never had the idea of applying it to the cigar world. Not that one needs to be a genius to enjoy a cigar—just smart enough to not overthink it.

Graham Theriault Murrieta, CA, United States, January 3, 2013 7:40pm ET
“We will not be releasing any information on the Heisenberg blend, number of cigars made or description of strength or flavor. We want aficionados to smoke the Heisenberg with as few preconceived notions as possible.”

...as they launch a "mysterious" marketing campaign..lol
Graham Theriault Murrieta, CA, United States, January 3, 2013 7:41pm ET
“We will not be releasing any information on the Heisenberg blend, number of cigars made or description of strength or flavor. We want aficionados to smoke the Heisenberg with as few preconceived notions as possible.”

...as they launch a "mysterious" marketing campaign..lol
Benjamin Patock January 4, 2013 6:04am ET
Nice idea. It would be even more "uncertain" if they altered the blend as well ;)
Cheers from Germany!
Ben (www.noblego.de)
Les Albert January 4, 2013 12:59pm ET
Call it a mysterious marketing campaign if you will, but I salute Quesada. Let the cigar speak for itself and you be the judge.
Scott McDonald January 7, 2013 12:15am ET
Sounds gimmicky to me. If they want this to work they will have to give out a lot of free samples.
Steve Bowman January 8, 2013 3:02pm ET
To really be true to the Uncertainty Principle, maybe they'll allow their rollers to include random tobacco blends in each cigar! Like a box of chocolates, you never know what you're gonna git!
Bret Holtz Enumclaw, Washington, United States, January 9, 2013 10:54am ET
Not publishing the manufacturing numbers makes it a marketing ploy, robbing the strategy of its stated intent. If you really want consumers to experience the art of the blend, don't incite voodoo economics at the same time.
terencereilly@sagimports.com January 10, 2013 10:26am ET
Thank you all for your comments. I just wanted to clarify something. The idea is not to be mysterious; it is to ask the consumer simply to smoke the cigar without preconceived notions. The only way to do that is not to release information on the cigar. If its a good cigar, none of that information should matter anyway in terms of your enjoyment of it.
Marc Boston, MA, USA, January 16, 2013 2:11pm ET
I'd like to know when the cigar is going to be released and where you can find them. I've spoken with few of the places where I buy my smokes, and none will be getting any.
Ken Mero Carol Stream, Illinois, United States, February 24, 2013 2:16pm ET
I work at Binny's and we just got this in two days ago. Following suit with Quesada all I will say is that it was very enjoyable. I had the petit as I had a limited amount of time.

You must be logged in to post a comment.

Log in if you're already registered.

Or register for Cigar Aficionado today—it's free.


Registration allows you to:
  • Keep track of your favorite cigars in your personal humidor.
  • Comment on all our stories.

Forgot your password?



Ratings & Reviews

Search our database of more than 17,000 cigar tasting notes by score, brand, country, size, price range, year, wrapper and more, plus add your favorites to your Personal Humidor.