José L. Piedra Cigars – The authentic short-filler brand from Remedios

José L. Piedra cigars are handmade short-fillers from Remedios and are among the most traditional brands outside of Havana.

The cigars from the José L. Piedra brand have always been very popular. Even the company founder focused on affordable cigars in common sizes. The tobacco comes from the Remedios region.

José L. Piedra Cigars: Origin, Family and Development

José L. Piedra cigars represent an exceptional origin within the world of Cuban cigars. The tobacco leaves used are sourced from the Remedios region, located east of Havana, in the centre of the island of Cuba. This makes José L. Piedra the best-known Habanos brand not originating from Havana, and it has remained true to this origin to this day. 

The brand was a significant domestic brand for a long time and later established itself in the American market as well. 

The Piedra family came to Cuba in the mid-19th century from the Spanish province of Asturias. The exact date is not documented. The brand remained in family ownership for generations. Between 1880 and 1958, three individuals named José L. Piedra can be traced. The 1958 trade register lists José Ramon Piedra Fraga as the owner of the factory in Marianao. 

Although the José L. Piedra brand cigars are not long-fillers, they are nevertheless handmade, meaning without machines.

What are José L. Piedra cigars?

José L. Piedra cigars are handmade short-fillers whose tobacco comes exclusively from the Remedios region. What does "handmade short-fillers" mean? Cut tobacco scraps are hand-rolled using a cloth into the binder. The wrapper is also applied by hand.

Warum sind José L. Piedra Zigarren besonders?

José L. Piedra cigars are created outside of Havana and do not use tobacco from Vuelta Abajo, but rather from the Remedios region and, nowadays, from Vuelta Arriba.

Classification within the context of the Habanos world

José L. Piedra cigars are considered the most important Habanos brand with origins outside of Havana.

José L. Piedra cigars are a Cuban brand, established in 1880 by José Lamadrid Piedra. They are known for being made with filler and binder tobacco from the Remedios region of Cuba, which is distinct from the Vuelta Abajo region where many premium Cuban cigars originate. This unique origin contributes to their distinct flavour profile. José L. Piedra cigars are considered to be hand-rolled (totalmente a mano) but often use tobacco that is less refined than those used in more premium brands. This results in a more rustic and often stronger, earthier flavour compared to other Habanos. They are generally considered to be a more affordable option within the Cuban cigar portfolio. Key characteristics: * **Origin:** Cuba * **Established:** 1880 * **Tobacco:** Filler and binder from the Remedios region. * **Construction:** Hand-rolled (totalmente a mano). * **Flavour Profile:** Often described as earthy, strong, and rustic. * **Price:** Generally considered to be more budget-friendly than many other Cuban brands. * **Strengths:** Typically medium to full-bodied. * **Popular Vitolas (Sizes):** Cazadores, Petit Cazadores, Brevas, Conservas, Imperiales. They are a good choice for smokers who appreciate a robust and straightforward Cuban cigar experience without the premium price tag.

• Introduction: 1880 (alternative source: 1896)
• Special feature: Handmade short-fillers from Remedios
• Concept: Affordable cigars and cigarettes for a broad market
• Production: Historically relocated multiple times, now manufactured again since 1996

The Remedios Region – Tobacco Tradition Since the 16th Century

The Piedra family settled in the Remedios region, near the city of Santa Clara. This area, now known as Villa Clara, is one of Cuba's important tobacco-growing regions. Tobacco has been cultivated there since the 16th century. 

In the late 19th century, José L. Piedra developed into the best-known Cuban brand outside of Havana. To this day, it remains one of the few brands whose cigars are not made from Vuelta Abajo tobaccos. 

The cultivation areas on the island of Cuba: Green is Pinar del Rio (Vuelta Abajo), Red is the Remedios region, where the José L. Piedra brand originates, Brown is Vuelta Arriba in the far east of the island.

The Manufacture and its Development

The brand was officially founded in 1880. The first factory was located in the town of Remedios. Some sources alternatively cite the year 1896 as the founding date. 

Until 1925, cigars and cigarettes were produced in Remedios. Production was subsequently moved to Camajuaní for about ten years. In 1936, the factory moved to Alquízar, and later to Guanajay. By 1950 at the latest, possibly earlier, cigar production was relocated to Havana, to the Marianao district at Avenida 57 No. 13402. 

The management was also based in Havana, initially at Calle Rayo No. 31, and later, according to the 1940 export register, at Avenida Simon Bolívar No. 404. 

An older logo of the José L. Piedra brand. The brand's cigars have been produced since 1880.

José Lamadrid Piedra – The tireless founder

José Lamadrid Piedra (I.) was regarded as exceptionally hardworking and ambitious. He moved almost exclusively between his home and the manufactory. He personally supervised production until the early hours of the morning. 

His success was based on two strategies:

He produced cigarettes for a growing market while also making cigars in popular formats at affordable prices. 

His greatest pride was owning high-quality tobacco leaves from Remedios. 

A cigar box with the old José L. Piedra brand logo. Source: Min Ron Nee: “AN ILLUSTRATED ENCYCLOPAEDIA OF POST-REVOLUTION HAVANA CIGARS”, Hong Kong 2003, ISBN: 978-3980930826

José L. Piedra II. – Pepito the man about town

After the founder's death, José L. Piedra II, known as Pepito, took over the leadership. It remains unclear whether he was the son or nephew. 

Pepito was less actively involved in the day-to-day running of the company, instead appointing two managing directors and only visiting the factories occasionally.

His extravagant lifestyle led to numerous stories and rumours. Thus, the slogan „The pleasure Piedra gives you“, which accompanied the advertising campaigns for José L. Piedra's cigarettes and cigars, took on a very special meaning for the young women of Cuba. He died in 1942 at a young age, his body was that of an old man.

José Lamadrid Piedra II, one of the company owners of the eponymous brand. He died in 1942 and was also Vice-President of the „Union de Fabricantes“. Source: Min Ron Nee: “AN ILLUSTRATED ENCYCLOPAEDIA OF POST-REVOLUTION HAVANA CIGARS”, Hong Kong 2003, ISBN: 978-3980930826

Further family successors

After Pepito's death, José Lamadrid Piedra III took over the management of the company in 1942. The duration of his leadership is not documented. Shortly before the revolution, José Ramon Piedra Fraga was listed as the owner in the 1958 commercial register. 

Originally, José L. Piedra cigars were made in the Remedios region. From 1950 at the latest, possibly a little earlier, production was moved to Havana.

After the Revolution – Rise, Collapse and Rebirth

José L. Piedra cigars and cigarettes were particularly in demand in the American market. Even after 1959, this market remained the most important customer. 

With the 1962 embargo, sales abruptly declined. While three formats still existed in 1972, only one format was produced in 1980. Production ceased entirely in the early 1990s. 

Since 1996, José L. Piedra cigars have been available again. The handmade short fillers, also known as „tripa corta“, were successful from the outset and remain popular to this day. 

The current logo of the José L. Piedra brand. The cigars of the brand are so-called handmade short fillers: cut leaf parts are rolled by hand using a cloth; the wrapper is also applied by hand.

To the point

José L. Piedra cigars represent a distinct Cuban tradition outside of Havana, with roots in Remedios. Their history intertwines family operation, market changes, and a successful revival since 1996. Today, the cigars are crafted in a factory in Holguín, eastern Cuba.

Sources

• 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
• Adrian Martinez Rius: “The Great Book of the Habano”, Barcelona 2010
• Tobacco Research Institute of Cuba: “The World of Habanos“, Havana 2013, ISBN: 978-959-7212-08-9

Here you will find the José L. Piedra factory

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Picture credits

• Claudia Puszkar

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References

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

• 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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