Unless you’re in the cigar industry, you’ve probably never heard of Luis Cuevas. He owns the Las Lavas cigar factory in the Dominican Republic, an operation primarily known for making third-party brands. But in a few weeks, Cuevas will be releasing a brand of his own at the IPCPR trade show—Cuevas Reserva.
If the Cuevas Reserva sounds vaguely familiar, it’s because this is the second time that it’s been on the market. The first was a failed attempt in the early 2000s. Mounting responsibilities to third-party clients prevented Cuevas from dedicating the time needed to support his own brand, so he ceased production. Now, he’s reintroducing the brand, using the same blend as before.
Cuevas Reserva comes in two wrapper varieties—maduro and natural—and is offered in three standard sizes: Robusto at 5 inches by 52 ring gauge ($9.50); Toro, 6 by 50 ($9.90); and Torpedo, 6 1/4 by 52 ($10.40). Suggested retail prices are $1 more for the maduros.
The Cuevas Natural is rolled in an Ecuador Connecticut wrapper, atop an Ecuador Habano binder that holds together filler from the Dominican Republic, Nicaragua and the U.S. (Pennsylvania broadleaf).
The darker Maduro version comes in a Mexican San Andrés wrapper, Dominican binder and filler from Nicaragua and the Dominican Republic.
“The Cuevas Reserva was supposed to be the Cuevas signature brand back well over a decade ago,” said Cuevas’ son, Luis Cuevas Jr. “As with all things in life, plans always change. I am ecstatic that we can now present it as a family project to the consumer.”
This year will mark the first time that Cuevas has a booth at the IPCPR trade show.