Cigar Aficionado

Quesadas Release Heisenberg Project

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.




"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." —February 24, 2013 14:46 PM
"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." —January 16, 2013 14:41 PM
"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." —January 10, 2013 10:56 AM
"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. " —January 9, 2013 11:24 AM
"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!" —January 8, 2013 15:32 PM
"Sounds gimmicky to me. If they want this to work they will have to give out a lot of free samples." —January 7, 2013 00:45 AM
"Call it a mysterious marketing campaign if you will, but I salute Quesada. Let the cigar speak for itself and you be the judge." —January 4, 2013 13:29 PM
"Nice idea. It would be even more "uncertain" if they altered the blend as well ;) Cheers from Germany! Ben (www.noblego.de)" —January 4, 2013 06:34 AM
"“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" —January 3, 2013 20:11 PM
"“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" —January 3, 2013 20:10 PM