La Corona history - Iconic: from family business to brand empire

La Corona historyThis traditional brand is one of the older Habanos and symbolises the fate of many brands on the market. Cuba - from the family business through upheavals and changes of ownership to the industrial concentration in the „Iron Palace“.

The logo of the La Corona brand.

A typical start

1845 left José Cabargas registered the trade mark. Little is known about him - except that he came from a respected family and had a solid business background. The company headquarters were located on the Calle Cuba 29 in Old Havana, and next to La Corona other brands were manufactured. So old that the first headquarters were still in the old town - that is the label's historical speciality.

The very first Corona brand factory was located at Calle Cuba No. 29. It is no longer possible to determine exactly where No. 29 was located at the time, as the numbering was changed. It was a very small factory, as was the case with all brands and factories founded around this time.

Unrest in the country and the death of José Cabargas

1873 Cabargas died; Widow and children ran the business from then on. A second location at the Calle Concordia 103 was created, where also „Flor de Tabacos de Habanos“ was manufactured - but only briefly. The First war of independence (1868-1878; followed by further wars until independence) shook the country and its economy. Antonio Cabargas held out, reduced the number of brands - and La Corona remained the centrepiece.

The logo of today's cigar manufacturer La Corona.

The La Corona story continues

1882 taken over Manuel López the brand - a „great“ of the Havana cigar world. He already owned other brands and the famous factory La Vencedora at the Calzada del Monte (no longer in existence today). In this phase numerous brands changed the owner, some manufacturers left Cuba. Those who had the courage and capital could seize opportunities - and did.

The Palacio-Aldama: from 1889 the Corona factory, in operation for many years and even the headquarters of Tabacuba s.a.

Building an empire

1885 bought Segundo Álvarez La Corona; his partner was Perfecto López - probably related to Manuel López (this is not certain). The Risk consisted in the massive InvestBrands and factories could now be acquired comparatively cheaply - an opportunity that the experienced cigar man Álvarez seized.

The Palacio Aldama was originally one house, or two to be precise. Don Aldama built a house for himself and a house directly next door for his daughter and her husband.

The Palacio Aldama - a cigar palace

1889 Álvarez and López bought the famous Palacio Aldama, not far from today's Capitols. A large manufactory was created in the magnificent rooms; countless brands were rolled there. In particular La Corona the most important - the palace became known as „La Corona“ manufactory.

The Palacio Aldama is located on the left behind the Capitol, which, however, did not yet exist in 1889.

British investors recognise the opportunity

Foreign Investors saw the opportunities of the hour. Álvarez and López Shares sold on Henry Clay & Bock Cía., behind the British capital stood. The investors provided Money, while Álvarez henceforth together with Gustav Bock (most likely German) ran the day-to-day business. The Brand purchasing continued - the consolidation accelerated.

In 1882, during the War of Independence, the house was searched by the military. Don Aldama's son-in-law was suspected of collaborating with the independence fighters. The family left the island after this dramatic incident.

From hand to hand - first the British, then the Americans

Until 1898 Álvarez remained operationally active with Bock; after all, Álvarez was getting on in years. He sold all shares to the British Havana Cigar and Tobacco Company (which also includes Henry Clay & Bock belonged) - including La Corona. A few months later the British sold All brands and production sites to the American Tobacco Company. From one of the oldest, venerable brands Cubas thus became a product American style.

Henry Clay: the name of a Cuban brand (Henry Clay himself, however, was an American senator after whom the brand was named) is very closely associated with La Corona.

The Iron Palace - huge and in a prime location

1904 the Americans relocated almost the entire production of their acquired brands in the „Iron Palace“ (Palacio de Hierro). In many traditional places, this marked the end of a Decades of cigar culture - It is no coincidence that the building was also called „Mausoleum“, where many brands buried were made. According to the register 91 Brands (others speak of over 100). The Iron Palace was the First steel construction on Cuba, lay right next to the presidential palace and was only slightly smaller - a monumental sign of the importance of cigar production at the time.

Palacio de Hierro - the iron palace. Huge, impressive, massive - the first steel construction in Cuba. The building still stands today.

Revolution, the end of the brand - and a new beginning

After the Revolution have been Iron Palace still many years Cigars produced - probably but no longer under the brand La Corona. 2003 the factory closed. The Workforce changed to a New „La Corona“ manufactory at the Avenida 20 de Mayo - one of the Havana's largest factories, which yearly during the Festival del Habano receives numerous visitors. So the name La Corona in everyday production present, even though the brand portfolio has changed.

Since 2005, the Corona-Manufaktur has been located in this building on Avenida 20 de Mayo, a former H.Upmann cigarette factory.

Conclusion - What the La Corona story tells us

The La Corona history reflects the long lines of the Habano world: Foundation, Family tradition, Crises, The courage to invest, foreign capital, Industrial concentration - and finally Transformation into new structures. Anyone who reads this story will understand why even a building name could become a cipher for an entire era.

The Galera in the Corona manufactory: hundreds of torcedores roll coveted Habanos here. The Corona manufactory is the Casa Matriz, the parent company of various Habanos brands.

You can find La Corona Manufaktur here

If the live folder does not work, please click here for La Corona Manufaktur.

Picture credits

• Claudia Puszkar
• Logo La Corona, cover: Cubancigarwebsite.com

Curated for you

External website: Vitolas of La Corona at cubancigarwebsite.com

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References

• Min Ron Nee:
  • “AN ILLUSTRATED ENCYCLOPAEDIA OF POST-REVOLUTION HAVANA CIGARS” / Hong Kong 2003, ISBN: 978-3980930826

• Orlando Quiroga: “El Habano al rojo vivo”, Havana 2002

• Instituto de Investigaciones del Tabaco Cuba:
  • „The world of Habanos“ / Havana 2013, ISBN: 978-959-7212-08-9

• Adriano Martínez Rius:
  • “Habano the King” / Barcelona 1998, ISBN: 84-930387-1-7

• Adriano Martinez Rius:
  • “The Great Habano Factories” / Barcelona 2005, ISBN: 84-609-4024-1

• Orlando Quiroga:
  • “El Habano al rojo vivo” / Havana 2002

• Enzo A. Infante:
  • “Havana Cigars 1817-1960” / Neptune City 1997

• Eumelio Espino:
  • “El Habano - De la semilla al puro en 539 pasos” / Madrid 2019, ISBN: 978-84-09-07091-6

• Alexander Groom:
  • “El Habano Moderno” / Helios House Press 2022, ISBN: 978-911683-05-6

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