{"id":1639,"date":"2025-11-27T09:43:57","date_gmt":"2025-11-27T09:43:57","guid":{"rendered":"https:\/\/origin-of-cigar.com\/?p=1639"},"modified":"2025-11-27T13:55:01","modified_gmt":"2025-11-27T13:55:01","slug":"cuba-history-part-5-american-trust","status":"publish","type":"post","link":"https:\/\/origin-of-cigar.com\/en\/kuba-history-teil-5-american-trust\/","title":{"rendered":"Cuba History Part 5: Powerful: American Trust, British &amp; Americans bundle brand power - the first half of the 20th century"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>American Trust in Havana, Cuba. This is part 5 of the series <em>History Cuba<\/em>, which shows the influence of British and American investors on Cuba's cigar industry in the early 20th century.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The long war of independence weakened Cuba economically; factories lay idle, torcedores migrated to the USA; there was a lack of raw materials. In this situation, British and American investors stepped in and bought factories, brands, plantations and drying houses - and with them significant parts of the Cuban tobacco industry.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#d0d0d0\"><strong>Series \u201eHistory Cuba\u201c - A 6-part documentary journey through the history of Habanos.<\/strong> <strong>\ud83d\udc49<a href=\"https:\/\/origin-of-cigar.com\/en\/history-kuba-zigarren-serie-start\/\">To the complete overview of the series<\/a><\/strong>.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-rank-math-toc-block\" id=\"rank-math-toc\"><h2>Table of contents part 5<\/h2><nav><ul><li class=\"\"><a href=\"#britische-konsortien-um-gustav-bock-und-segundo-alvarez\">British consortia led by Gustav Bock and Segundo Alvarez<\/a><\/li><li class=\"\"><a href=\"#der-amerikanische-zugriff\">The American approach<\/a><\/li><li class=\"\"><a href=\"#hohepunkt-der-k-onzentration-la-corona-1904-im-palacio-de-hierro\">Highlight of the concentration: La Corona 1904 in the \u201ePalacio de Hierro\u201c<\/a><\/li><li class=\"\"><a href=\"#bilanz-um-1910\">Balance sheet around 1910<\/a><\/li><li class=\"\"><a href=\"#maschinenzigarren-vs-handwerk\">Machine-made cigars vs. craft<\/a><\/li><li class=\"\"><a href=\"#1927-schutzkommission-fur-kubanischen-tabak\">1927: Protection commission for Cuban tobacco<\/a><\/li><li class=\"\"><a href=\"#nachkrieg-embargo-neue-strukturen\">Post-war, embargo, new structures<\/a><\/li><li class=\"\"><a href=\"#ausblick\">Outlook<\/a><\/li><li class=\"\"><a href=\"#weiter-in-der-serie-history-kuba\">Continue in the series \u201eHistory Cuba\u201c<\/a><\/li><li class=\"\"><a href=\"#ressourcen-zum-thema\">Curated for you<\/a><\/li><li class=\"\"><a href=\"#historische-habanos-manufakturen-dokumentarfilm\">Historical Habanos manufactories documentary film<\/a><\/li><li class=\"\"><a href=\"#neu-bei-kubanischen-zigarren-oder-tief-drin-\u2192-zu-den-haufigen-fragen-\u2192-zum-zigarren-glossar\">New to Cuban cigars? Or deep into it?<\/a><\/li><li class=\"\"><a href=\"#wer-steckt-hinter-origin-of-cigar\">Who is behind Origin Of Cigar?<\/a><\/li><li class=\"\"><a href=\"#quellenangaben\">General references<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"britische-konsortien-um-gustav-bock-und-segundo-alvarez\">British consortia led by Gustav Bock and Segundo Alvarez<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The co-founder of the Havana Cigar &amp; Tobacco Factory, Gustav Bock, led a consortium that was primarily backed by British investors. They acquired the La Corona brand and factory with Segundo Alvarez at the helm (with 18 cigar and 3 cigarette brands) as well as La Rosa de Santiago, La Flor de Naves and La Legitimidad - including trademark rights to over 30 brands. Segundo Alvarez and Gustav Bock massively changed the market landscape in Cuba in operational terms. They were like scouts on the ground.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"der-amerikanische-zugriff\">The American approach<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">US companies bought factories and Vegas in parallel - not only for production in Havana, but also as a source of raw materials for Key West, Tampa, New York, Philadelphia and New Orleans. One of the first and most important companies was the Havana Commercial Co., known as the American Trust (main shareholder Collins; locally managed by Francisco Garc\u00eda). Under his leadership, the trust bought twelve important factories, held 149 cigar and 36 cigarette brand rights and took over Hija de Caba\u00f1as y Carbajal - as of 1903, more than half of the Habano brands were in its hands.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" src=\"https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5.jpg\" alt=\"American Trust\" class=\"wp-image-1696\" srcset=\"https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5.jpg 1000w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5-300x200.jpg 300w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5-768x512.jpg 768w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5-18x12.jpg 18w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_text_teil_5-624x416.jpg 624w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hohepunkt-der-k-onzentration-la-corona-1904-im-palacio-de-hierro\">Highlight of the concentration: La Corona 1904 in the \u201ePalacio de Hierro\u201c<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 1904, the new La Corona factory was built next to the presidential palace (now the Revolution Museum) - Cuba's first steel construction, built by a New York company for around one million pesos; around 900 employees, including 420 torcedores, produced around 8 million cigars a year. The workers called the factory the \u201eMausoleum\u201c: because so many brands were buried there.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"bilanz-um-1910\">Balance sheet around 1910<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Within a few years, large parts of the industry passed into foreign hands; in 1910 there were still around 70 independent factories (e.g. Por Larra\u00f1aga, Partag\u00e1s, Romeo y Julieta, El Rey del Mundo, H.Upmann and other lesser-known names today).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After brief upswings at the beginning of the 20th century, wars and crises hit the industry hard. The \u201eGolden Twenties\u201c - also known as the \u201edance of the millions\u201c or \u201efat cows period\u201c - brought speculation, quick profits and spectacular losses:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Upmann family had to give up their business: as a German company, they were blacklisted and had to sell the cigar factory to Frankau S.A. in 1922; many other brands also changed hands: the founders of the brands were now of an advanced age.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With the global economic crisis, the mood deteriorated massively; more and more brands and factories were concentrated in fewer and fewer hands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"maschinenzigarren-vs-handwerk\">Machine-made cigars vs. craft<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The introduction of machine-made cigars - particularly in the USA - flooded the world market with cheap goods. Cuba stuck to its course: hand-rolled premium cigars for a knowledgeable, affluent public. This increased the pressure to visibly protect quality and clearly label the origin.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"1927-schutzkommission-fur-kubanischen-tabak\">1927: Protection commission for Cuban tobacco<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In 1927, a commission was set up to protect Cuban tobacco. The reason: the USA levied very high customs duties on cigars imported into the USA. Importing tobacco was much cheaper. As a result, large quantities were brought from Cuba to the USA, where the cigars were rolled.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The aim of the commission was to protect tobacco originating from Cuba and the cigars actually produced in Havana - to ensure the quality and originality of the Habano. Among other things, it was enforced that cigars not produced in Cuba had to be labelled as non-Cuban; there were still violations, but the principle was established.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"nachkrieg-embargo-neue-strukturen\">Post-war, embargo, new structures<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">After the Second World War, the market stabilised temporarily (among other things, the US government ordered Habanos as a gift for troops stationed in Germany). In the 1950s, the concentration of capital increased: Fewer than 100 foreign companies were active; the number of independent factories fell from ~ 70 (1910) to ~ 20.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But then there was another boom. In the 1950s, there were hundreds of small and large cigar manufacturers in Havana and the surrounding area trying their luck in the business. The Cuban cigar was a much sought-after product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ausblick\">Outlook<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Concentration of brands and capital: The American Trust Havana stands for a phase in which international investors reorganised the industry - and prestige buildings such as La Corona set standards. In difficult times, many manufacturers struggled to survive or gave up. But as soon as times got better, after the Second World War, business picked up again.<\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"weiter-in-der-serie-history-kuba\">Continue in the series \u201eHistory Cuba\u201c<\/h2>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#c0c0c0\"><strong>This was part 5 of the series \u201eHistory Cuba\u201c.<\/strong> <strong>\u2192 <a href=\"https:\/\/origin-of-cigar.com\/en\/cuba-history-part-4-guarantee-seal\/\">Back to Part 4: Troubled times and guarantee seals<\/a><\/strong> <strong>\u2192 <a href=\"https:\/\/origin-of-cigar.com\/en\/cuba-history-part-6-revolution\/\">Continue to Part 6: Revolution and nationalisation<\/a><\/strong> <strong>\u2192 <a href=\"https:\/\/origin-of-cigar.com\/en\/history-kuba-zigarren-serie-start\/\">To the complete overview<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:35px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"bildnachweis\">Picture credits<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cover elements: ChatGPT<\/li>\n\n\n\n<li>Image in text: ChatGPT<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ressourcen-zum-thema\">Curated for you<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>External website:<\/strong> <a href=\"https:\/\/www.habanos-club.de\/de\/\" target=\"_blank\" rel=\"noopener\">Habanos Club Germany<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>At Origin Of Cigar:<\/strong> <a href=\"https:\/\/origin-of-cigar.com\/en\/subscribe\/\">Fancy even more history about Cuba cigars?<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Historical Habanos manufactories documentary film<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In this film, their stories - and their true faces - are uncompromisingly revealed. This is far more than just a documentary film - it is a journey into the soul of Cuba.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><a href=\"https:\/\/origin-of-cigar.com\/en\/historical-habanos-manufactories\/\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"563\" src=\"https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023.jpg\" alt=\"\" class=\"wp-image-1520\" srcset=\"https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023.jpg 1000w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023-300x169.jpg 300w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023-768x432.jpg 768w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023-18x10.jpg 18w, https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/Habanos-Manufakturen-Cover-Film-2023-624x351.jpg 624w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is in your drawers?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Some chapters in the history of cigars still lie in <strong>hidden in drawers, archives or private collections<\/strong>. Do you own <strong>Records, documents or references to Cuban cigar brands<\/strong>? Or do you know <strong>Sources<\/strong>, that could help with historical research? Then please send us an e-mail. <strong>Claudia Puszkar<\/strong> will contact you personally and discuss everything else with you. Together we can <strong>Bringing buried stories back to light<\/strong>. \ud83d\udc49 <strong>admin@origin-of-cigar.com<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"neu-bei-kubanischen-zigarren-oder-tief-drin-\u2192-zu-den-haufigen-fragen-\u2192-zum-zigarren-glossar\">New to Cuban cigars? Or deep into it?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/origin-of-cigar.com\/en\/faq-cuban-cigars\/\" data-type=\"page\" data-id=\"912\">FAQ - Read the frequently asked questions<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/origin-of-cigar.com\/en\/glossary-of-cuban-cigars\/\">Open the glossary of Cuban cigars<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"wer-steckt-hinter-origin-of-cigar\">Who is behind Origin Of Cigar?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Who we are and how you can reach us \u2192 <a href=\"https:\/\/origin-of-cigar.com\/en\/contact\/\" data-type=\"page\" data-id=\"90\">Please click here<\/a><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"quellenangaben\">General references<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Min Ron Nee:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cAN ILLUSTRATED ENCYCLOPAEDIA OF POST-REVOLUTION HAVANA CIGARS\u201d<\/strong> \/ Hong Kong 2003, ISBN: 978-3980930826<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Instituto de Investigaciones del Tabaco Cuba:\n<ul class=\"wp-block-list\">\n<li><strong>\u201eThe world of Habanos\u201c<\/strong> \/ Havana 2013, ISBN: 978-959-7212-08-9<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adriano Mart\u00ednez Rius:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cHabano the King\u201d<\/strong> \/ Barcelona 1998, ISBN: 84-930387-1-7<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Adriano Martinez Rius:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cThe Great Habano Factories\u201d<\/strong> \/ Barcelona 2005, ISBN: 84-609-4024-1<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Orlando Quiroga:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cEl Habano al rojo vivo\u201d<\/strong> \/ Havana 2002<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enzo A. Infante:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cHavana Cigars 1817-1960\u201d<\/strong> \/ Neptune City 1997<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Eumelio Espino:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cEl Habano - De la semilla al puro en 539 pasos\u201d<\/strong> \/ Madrid 2019, ISBN: 978-84-09-07091-6<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Alexander Groom:\n<ul class=\"wp-block-list\">\n<li><strong>\u201cEl Habano Moderno\u201d<\/strong> \/ Helios House Press 2022, ISBN: 978-911683-05-6<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#a4682f;color:#a4682f\"\/>\n\n\n\n<p class=\"wp-block-paragraph\">You are here:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"last\">Home<\/span><\/p><\/nav><\/p>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-alpha-channel-opacity has-background\" style=\"background-color:#a4682f;color:#a4682f\"\/>","protected":false},"excerpt":{"rendered":"<p>American Trust in Havana, Cuba. This is part 5 of the History Cuba series, which explores the influence of British and American investors on Cuba's cigar industry in the early...<\/p>","protected":false},"author":4,"featured_media":1669,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[80],"tags":[51],"class_list":["post-1639","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-history-kuba-serie","tag-history"],"jetpack_featured_media_url":"https:\/\/origin-of-cigar.com\/wp-content\/uploads\/2025\/11\/kuba_geschichte_teil_5.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/posts\/1639","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/comments?post=1639"}],"version-history":[{"count":16,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/posts\/1639\/revisions"}],"predecessor-version":[{"id":1811,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/posts\/1639\/revisions\/1811"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/media\/1669"}],"wp:attachment":[{"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/media?parent=1639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/categories?post=1639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/origin-of-cigar.com\/en\/wp-json\/wp\/v2\/tags?post=1639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}