Montecristo history - a fascinating saga of success full of style and precision

The Montecristo story is characterised by style, planning and the best tobacco. Although it is younger than many other Cuban brands, it epitomises elegance, knowledge and perfect craftsmanship. Its success was no accident - it was the result of vision, patience and a clear strategy.

The founders Alonso Menéndez and Pepe Garcia

Behind the Montecristo history are two names: Alonso Menéndez and Pepe Garcia. Unlike many of their contemporaries - such as Jaime Partagás, José Gener or Ramón Allones - they were entrepreneurs with foresight and an impeccable reputation.

Alonso Menéndez came from a wealthy Spanish family that traded in oil, rum and pharmaceutical products. Thanks to his experience in the tobacco business in New York and Florida, he knew the industry inside out. Together with tobacco specialist Pepe Garcia, he had one goal: to create cigars of the highest quality - luxurious, perfectly crafted and elegantly presented.

Between 1923 and 1935, they took over a decade to realise their project - the basis of the Montecristo history, which still fascinates today.

The yellow background with the simple logo in matt gold and red in front of it. When the logo was designed, this was a novelty. The logos of the other brands were richly illustrated, with lots of gold and very opulent.

Time of departure

The 1930s were a period of upheaval. After the Great Depression, the world was looking for new symbols of quality and style. In this atmosphere, Menéndez and Garcia created a brand that was characterised by simplicity and elegance. The logo with the six crossed swords and the lily in the centre became a symbol of craftsmanship and nobility - an integral part of the Montecristo history.

Simple and elegant: six crossed swords, with the fleur-de-lis in the centre.

The beginnings on Calle 23

It all began in the early 1930s when the founders founded the brands Byron and Particulares took over - together with a factory on the Calle 23 in Havana. They knew that access to experienced torcedores and the right facilities was crucial.

The building had already been known as a cigar factory since 1927 and soon became the birthplace of the brand Montecristo. The official registration took place in 1935 - the beginning of a new era in the Montecristo history.

The very first Montecristos came from this factory on Calle 23 in 1935. At that time, this was still the Particulares factory. Menendez and Garcia had just bought it. From 2003 to 2011, both the H.Upmann and the Montecristo were (once again) manufactured here.

The name Montecristo - two versions

There are two traditional stories about the naming. The first says that the readers of the factory of Alexandre Dumas’ novel The Count of Montecristo were so enthusiastic that they decided in favour of this name. Even before the official registration, cigars existed that were presumably still nameless, but were soon given the name Montecristo wore.

The second version tells of a trip by the Menéndez family to the Basque Country. With a view from Mount Altube and a drink called Lácrima Christi Alonso Menéndez shouted enthusiastically: „Lácrima Christi!“ - the echo replied: „Montecristo!“. Whether legend or truth - both stories lend the Montecristo history their special charm.

The Montecristo brand is one of the so-called Global Brands of Habanos brands.

A perfect combination - Montecristo and H.Upmann

Success was not long in coming. With the financial support of the Dunhill the brand became internationally recognised. In 1937, Menéndez and Garcia took over the British company Frankau S.A. the licence to manufacture the brand H.Upmann - a partnership that will shape the further course of the Montecristo history decisively shaped the company.

From now on, the cigars of both brands were initially sold in the Calle Virtudes No.609 but soon the production facility was too small. As early as 1944, the company moved to the Calle Amistad No.407, right next to the famous Partagás Manufactory and the Capitol. For almost 60 years, this factory remained the centrepiece of the Montecristo history.

In 1944, the production of Montecristo cigars was relocated to Calle Amistad.

Revolution, change and continuity

After the victory of the Cuban revolution, cigar production was nationalised, but the manufacture of the Montecristo cigars continued uninterrupted. Today, they are being produced in the former Romeo y Julieta manufacture on the Calle Belascoain No.852 which today is the H.Upmann-Manufaktur is.

The Montecristo has been produced in the H.Upmann factory on Calle Belascoain No.852 since 2011.

The Montecristo portfolio

Originally there were only five formats - Montecristo No.1 to No.5. But the Montecristo history continued to develop. From 1969, inspired by the Cohiba Lanceros, new formats were added: Especial No.1 to No.3. These corresponded to the Cohiba formats Laguito No.1 („Lanceros“), Laguito No.2 („Coronas Especiales“) and Laguito No.3 („Panetelas“).

Around 1971, the range was expanded to include the formats Montecristo A and Montecristo B, although the latter is no longer produced today.

The best-selling Montecristo for many years: the Montecristo No.4

Conclusion - Montecristo remains a symbol of perfection

The Montecristo history is a tale of courage, patience and belief in quality. From Calle 23 to Amistad to Belascoain, it reflects the development of Cuba and its cigar culture.

Menéndez and Garcia created more than a brand - they created a legacy. Even today Montecristo for style, balance and perfection - a legend that lives on in every cigar.

The Montecristo brand cigar rings have a golden lily in the centre, in reference to the brand logo.

Here you will find the Montecristo manufactory

If the live folder does not work, please click here to visit the H.Upmann factory where the Montecristo is produced.

Picture credits

• Claudia Puszkar
• Photo Allonso Menéndez: Habano Magazine 1935, found on page 261 German edition (year 2005, ISBN 3-9809308-1-5, Min Ron Nee, “AN ILLUSTRATED ENCYCLOPAEDIA OF POST-REVOLUTION HAVANA CIGARS” / Hong Kong 2003, ISBN: 978-3980930826

Curated for you

External website: Montecristo history at Wikipedia

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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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