A modernized, regular-production offshoot of General Cigar's Hoyo de Monterrey is coming to store shelves this March, and the name is minimalist: Hoyo.
"We're taking the legendary brand Hoyo de Monterrey and moving it into the future," said Alan Willner, vice president of marketing at General Cigar. "The new Hoyo is about keeping the brand's rich history of Honduran craftsmanship and infusing it with new ideas, new tobacco and new packaging."
Hoyo will take many of its cues from the limited-edition Hoyo de Monterrey Edición de Cumpleaños 150 that launched last year in April. Created in commemoration of the brand's 150th birthday, the single-size cigar featured sleek, modern packaging and a redesigned brand emblem, as well as a proprietary Nicaraguan Habano shade-grown wrapper that the company said had never been used before. The new Hoyo will retain many of these elements, with a similar blend (though not the same) and similar packaging to the Edición de Cumpleaños 150. General now refers to last year's cigar as simply ‘Hoyo Edición de Cumpleaños 150,' for continuity and easier association between the two brands.
The new Hoyo is rolled with the same Habano shade wrapper as Edición de Cumpleaños, but with extra fermentation to the leaf. The binder and filler of the new brand have not yet been disclosed. General says that, going forward, Hoyo has the potential to serve as the brand for many upcoming releases and projects.
"Small-batch cigars, collaborations and other exciting special projects are all possibilities under the new Hoyo," Willner said.
The company says that the new Hoyo will start shipping in March, and will only be available at brick-and-mortar cigar retailers. The line will launch in four sizes priced between $5.49 and $6.99. The cigars are rolled at General Cigar's STG Danlí factory in Honduras.
This article first appeared in the February 2, 2016 issue of Cigar Insider.