Launched ahead of the Festival del Habano, the Juan López Selección Cubana offers something rare: a moment of calm and continuity in a crowded calendar.
Hello, dear reader,
In just one week there were not one but two new releases from Habanos SA. While one new release had a gala sized launch, the Trinidad Corcel, celebrating the Year of the Horse, the other had a more “under the radar” release but fabulous nonetheless. The Juan López Selección Cubana is the release that caught my eye and deserves more attention in my opinion.
In a year filled with questions, about Havana, about pressure on the island, about the future of things we once considered predictable, it feels oddly reassuring to come across something so familiar in spirit. Habanos, S.A. has announced a new Edición Regional Cuba, and in doing so, has offered a small moment of normality. A reminder that cigars, at their best, still follow a slower and more human rhythm.
This wasn’t a headline-grabbing release…and that is precisely why it got my attention.
The Juan López Selección Cubana is rolled in the Edmundo vitola, a format that has earned its place as one of the great modern Cuban standards. The 52x135 size is already a classic and offers enough balance and complexity. It did wonders for Montecristo with Edmundo and H Upmann with Royal Robusto
Choosing this format for a Cuban Regional is no surprise, I see Habanos leaning to a different style of vitolas with releases in the last couple of years. Thick 52+ ring gauge and length that never exceeds a Churchill. Gone are the days of the Prominentes, no more double coronas for us.
Now it’s time to learn more about this brand which no one actually talks about.
The Juan López brand was founded in 1876 by Juan López Díaz, a Spanish immigrant who established his cigar business in Havana during one of the most formative periods of Cuban cigar history. This was the late 19th century, a time when many of the names we now consider “classic” were just being born.
From the beginning, Juan López positioned itself as a brand focused on substance and consistency rather than prestige. It was never conceived as a luxury or diplomatic cigar, nor as a mass-market product. Instead, it occupied a solid middle ground: well-made cigars using premium tobacco, intended for regular smokers who valued reliability and flavor. I believe they still deliver that today.
Before the Cuban Revolution of 1959, Juan López had a broader portfolio than it does today. It was known for medium-to-full bodied cigars, often with a richer and slightly more robust profile than some of its contemporaries.
The brand never relied heavily on elaborate packaging or aggressive branding. Its reputation spread primarily through word of mouth, particularly among experienced smokers who wanted a dependable Cuban cigar without the prestige markup attached to some other names.
In that sense, Juan López was very much a smoker’s brand, not a status symbol.
After 1959, when the Cuban cigar industry was nationalized, many brands were reduced, consolidated, or discontinued entirely. Juan López managed to survive.
While some brands were elevated and others phased out, Juan López remained in production with a gradually shrinking portfolio. Over time, the brand was distilled down to what became its modern core:
Juan López Selección No.1
Juan López Selección No.2
These two cigars came to represent the brand almost entirely. They maintained a loyal following and were often praised for offering excellent value, especially relative to more famous Habanos.
Importantly, Juan López was never aggressively pushed by the state cigar industry. It existed without hype, which helped preserve its authenticity but also limited its visibility.
By the 1990s and early 2000s, Juan López had become one of the most underrated Cuban brands. Among informed smokers, it was often spoken of with plenty of respect. Among casual buyers, it was frequently overlooked.
What kept the brand alive in the public conversation were special releases.
Juan López became a surprisingly strong performer in Regional Editions, where its solid reputation allowed it to shine when paired with interesting vitolas or concepts. Several Regionals stood out over the years, reinforcing the idea that Juan López had far more potential than its limited regular production suggested.
Examples such as: Juan López Adon, Juan López Hat Trick, helped reintroduce the brand to collectors and enthusiasts.
A particularly important recent moment came in 2025 with the Juan López Lancero Adriatico. Rolled in the Laguito Especial vitola, it generated significant excitement and became one of the most sought-after Regionals of the year, reminding many smokers just how compelling Juan López can be when given the right format and attention.
Habanos never tried to reinvent the Juan López brand, and for that Habanos has all my appreciation. At the right moments, a new regional would pop up, like it did now.
Of course, reality intervenes quickly.
This will not be an easy cigar to find, even in Havana. Cuba Regionals have a way of vanishing almost as soon as they appear. Quantities are limited, distribution is uneven, and timing is rarely on your side. Add the proximity of the Festival del Habano, and the search becomes part of the experience.
Those heading to Havana will likely ask more than once. They’ll check shelves, make extra stops, and hope that luck is on their side. And if they do find it, it will feel earned.
Juan López has always suited that kind of pursuit.
Released just ahead of the Festival, the Juan López Selección Cubana feels like a pause before the larger celebrations begin. A reminder that beneath the gala dinners and anniversary headlines, Cuban cigars are still about brands with history, formats that make sense, and moments that don’t need explanation.
And for those who take the time to find it, light it, and smoke it without expectation, I suspect it will feel exactly as it should.
Wishing you rich flavors and good company, until we meet again.