Pete Johnson, the owner of Havana Cellars and the Tatuaje cigar brand, is starting a new company, and Cigar Insider has all the details on its flagship brand.
Called L’Atelier Imports, the new company will be headquartered in Miami, rather than Los Angeles, where Havana Cellars is based. The company plans to debut a flagship brand, also called L'Atelier, that will be rolled at My Father Cigars from all-Nicaraguan filler and binder and wrapped in Ecuadoran leaf.
The brand will be medium to full bodied, according to Johnson, and the sizes are a take on the Cohiba Behike BHK trio launched by Cuba in 2010. There will be a LAT52 (4 3/4 inches by 52 ring), LAT54 (5 5/8 by 54), and a LAT56 (6 1/2 by 56), virtually identical to the trio of sizes in the Behike line, right down to the pigtail caps. L’Atelier will sell for $8.50 to $10 and will come in boxes of 15, and boxed samplers of nine cigars with three of each size. The line will debut in August at the International Premium Cigar & Pipe Retailers trade show in Orlando, Florida.
“[The company is] a chance for me to expand my footprint in the cigar industry without adding to the Tatuaje portfolio, which is already at capacity,” said Johnson in a Cigar Insider interview. Tatuaje has made Cigar Aficionado’s Top 25 list for eight straight years—Cabaiguan Guapo is the current No. 7 Cigar of the Year—and now includes 12 full-production lines as well as a host of limited-release cigars, such as the Monster Series.
In addition, the company will be revealing three other brands at the trade show, including two bundle lines. For the complete details on all of Johnson's new cigars, as well as more on his company, see today's Cigar Insider.