In London, the Talismán opens Cohiba’s 60th anniversary celebrations

Nine years after its London launch as a Limited Edition, the Cohiba Talismán returns to the British capital as a regular-production cigar. Its presentation in London on October 7, before some 400 guests, also marked the start of the celebrations for the 60th anniversary of Habanos’ most prestigious brand.

There was a certain logic to seeing the Cohiba Talismán return to London. In 2017, it was in the British capital that the cigar was first presented as a Limited Edition. Nine years later, still in London, it has changed status and has now joined Cohiba’s regular portfolio.

But the evening, held this Wednesday, October 7, in a London garden under a tent — fortunately heated — with a distinctly Arabian Nights atmosphere, also marked the first major international event of a year dedicated to the brand’s 60th anniversary. The evening began with a Medio Siglo, before guests were able to discover the precious Talismán.

“It is back, and it is here to stay,” said José Maria “Chema” Lopez, Vice President of Development at Habanos S.A. He added that this launch was only the beginning: “There is much more to come!”

A blend that does not seek to replicate the 2017 version

How do you turn a Limited Edition, whose tobaccos benefited from specific additional ageing, into a regular-production cigar?

Chema’s answer was clear: the Línea Clásica Talismán is not an exact copy of the cigar launched in 2017. For a Limited Edition, the tobaccos undergo an additional two years of ageing before rolling. This is not the case for Línea Clásica cigars. The new version of the Talismán, however, retains Cohiba’s distinctive production process, including the third fermentation of the leaves in barrels.

The result may therefore have a different profile from the 2017 Talismán. “The objective is not to reproduce the flavour profile,” Chema explained.

Jemma Freeman, CEO of Hunters & Frankau (left),
and José Maria “Chema” Lopez, Vice President of Development at Habanos S.A.

Rodrigo González, Habanos S.A.’s Strategic Marketing Director, for his part stressed the company’s intention to strengthen Cohiba’s Línea Clásica, which includes the Robustos, Coronas Especiales and Ambar. The line’s packaging will also be redesigned to give it a distinct identity alongside the brand’s other lines (Siglo (or 1492), Maduro 5, Behike…).

So many “great moments” in London

In 2017, the British capital hosted one of Cohiba’s first major global launches — that of the Cohiba Talismán LE 2026. “Cohiba has experienced many great moments here in London,” Chema recalled.

“And the weather is much better here than in Madrid!” quipped Sean Croley, Marketing Director of Hunters & Frankau, Habanos’ exclusive distributor in the United Kingdom, with his very British humour. The rain had stopped just a few minutes before the beginning of the evening, and guests had to contend with an outdoor temperature that felt barely above 10°C…

The (re)launch of the Cohiba Talismán should have taken place last February during the Festival del Habano, which was cancelled because of the situation on the island. Habanos S.A. announced in August that a programme of events would be organised to celebrate Cohiba’s 60th anniversary, with London serving as its first major highlight.

A gift pack exclusive to the United Kingdom

As the country that hosted the original launch, the United Kingdom will benefit from an exclusive. Hunters & Frankau has announced a gift pack containing three Cohiba Talismán, to be sold exclusively through British cigar shops, with 6,500 packs produced. The presentation is expected to become available in the coming days. Hunters & Frankau puts the approximate value at GBP 600 per pack, or around €235 per cigar.

The cigar retains its imposing 154 mm length and 54 ring gauge, which helped make the Talismán one of the most emblematic vitolas in the Cuban catalogue. The classic boxes of ten, meanwhile, will arrive “in 2027” (according to Chema) on the various markets.

“Enormous challenges” in Cuba

Hunters & Frankau also wanted to highlight the extremely difficult situation currently facing Cuba. In her speech, CEO Jemma Freeman paid tribute to El Laguito, Cohiba’s historic factory. She also stressed that Cuba was facing “enormous challenges” while continuing to produce.

A raffle and charity initiative were also organised during the evening, with the aim of supporting medical and food needs in Cuba. The fundraising was held as part of the Cuba Vive Medical Aid and Food Appeal.

Laurent Mimouni, special correspondent in London (United Kingdom)