Habano the King
by Adriano Martinez Rius – First English Edition, 1999
For those seeking to understand the business machinery behind Cuba's most famous export, "Habano the King" offers a perspective few other publications can match. Penned by Adriano Martinez Rius, a man who spent decades as an insider within the Cuban tobacco industry, this substantial volume serves as both a historical record and a commercial analysis of Habanos.
The author brings exceptional credentials to the task. Until his retirement, Martinez Rius served as a consultant to the Cuban Tobacco Industry through both Cubatabaco and Habanos SA, giving him unparalleled access to the inner workings of the trade. His expertise was further recognized when he was appointed honorary consultant for Min Ron Nee's renowned "An Illustrated Encyclopaedia of Post-Revolutionary Havana Cigars" – a testament to his standing among cigar historians.
The English edition, released in 1999 alongside its Spanish counterpart, is a handsome production designed to do justice to its subject matter.
| Pages | 135 |
| Format | Large format hardcover |
| Dimensions | 285mm × 243mm |
| Printing | Full colour on quality paper |
| Illustrations | Numerous images, including historical lithographs |
Martinez Rius structures his narrative chronologically, beginning with the dawn of Cuban tobacco history in 1492 and tracing its evolution through the centuries. However, the book's true strength lies in its detailed examination of the post-Revolutionary era (1959 onwards), culminating in the state of the industry at the time of writing in 1998. This focus makes the work an invaluable snapshot of Habanos at a pivotal moment in its corporate history.
What distinguishes this book from more enthusiast-oriented publications is its emphasis on commercial and business developments rather than tasting notes or vitola specifications. Readers will find themselves immersed in the corporate strategies, industry restructuring, and commercial realities that shaped the global Habanos enterprise.
For cigar aficionados with an interest in the business side of their passion – the deals, the distribution networks, the corporate evolution – "Habano the King" remains a worthwhile addition to any serious cigar library. It captures a moment in Cuban cigar history from a vantage point that few authors have occupied, before or since.