The Montecristo Story

Today nearly half of the cigars exported each year from Cuba bear the simple brown and white band of MONTECRISTO, which makes it buy far the world's most popular havana.

This was not always the case and indeed at the start its founders, Alonso Menendez and 'Pepe' Garcia, had very different ideas for their fledgling brand.

The Period was the 1930s. Alonso headed the well-established tobacco leaf broking company, Menendez y Ca., while 'Pepe' managed production at the famous Partagas factory. Both dreamt of owning their own cigar factory so they joined forces to create Menendez y Garcia and bought a smallish brand called Particulares.

Then the opportunity arose to buy the much larger H. Upmann brand, which was owned by a British firm called J. Frankau & Co. In the knowledge that they could raise the necessary funds by selling Particulares, they approached D.G. Freeman, J. Frankau's proprietor, to make a bid. Things did not go well at first until a famous occasion when Alonso and 'DG', as Freeman was known, entered a bar called "La Reguladora" right across the street from the H. Upmann factory. They went in at midday, then disappeared. As time went by without a word, both of their families grew increasingly concerned. Finally, ten days later, 'Pepe' received a cable from Alonso informing him that Menendez y Garcia had bought H. Upmann from J. Frankau for £100,000. The cable came from New York! They went in at midday, then disappeared. As time went by without a word, both of their families grew increasingly concerned. Finally, ten days later, 'Pepe' received a cable from Alonso informing him that Menendez y Garcia had bought H. Upmann from J. Frankau for £100,000. The cable came from New York!

Accompanied by their wives, Alonso Menendez (left) and 'Pepe' Garcia (centre) entertain Mr. & Mrs. Robert Freeman (right) in Havana in 1936.

Soon after this incident 'DG' sadly died leaving J. Frankau in the hands of his son Robert, father of Nicholas, the present Chairman of UK Havana importers Hunters & Frankau. Alonso and 'Pepe' immediately set about modernising the H. Upmann factory and by 1935 they were in a position to realise another dream - to create their own new brand. Its cigars were to be the very finest they could make. The range would be limited to just five sizes, identified simply by numbers. It would be named after Alexander Dumas' aristocratic hero, whose exploits were very popular when read to their cigar rollers. Production would be low and prices high.

'DG' Freeman of J.Frankau Ltd. in the early 1930s

At first they dubbed it the H. Upmann Montecristo Selection but soon they were persuaded by their British importer, a company called Hunters (the other half of Hunters & Frankau), that it should be known just as Montecristo.

Small quantities were imported to Britain during the late thirties before dollar controls imposed during the Second World War halted the Havana trade.

In the late 1940s the Tubes size was added to the range but otherwise the brand remained unchanged until after the Cuban Revolution in 1959.

Soon after Fidel Castro came to power the Upmann factory was taken over by the state and both Alonso and 'Pepe' moved to the Canary Islands where they set up a new cigar business. Back in Havana, continuity was provided by a man who was to become a legendary figure in the Cuban industry - José Manuel Gonzalez. Known as "Masinguila" by his staff, he had risen quickly to become a top grade cigar roller at H. Upmann and then was promoted to be manager of the factory floor. Although a hard taskmaster, he was well respected by his rollers, and much of the credit for the consistency and unique blending of Montecristo is attributed to his efforts.

In the early 1970s four new sizes were introduced: the 9 1/4 in. Montecristo A; the slender Especiales and Especiales No.2; and the panatela sized Joyita. As the 1970s progressed demand for the brand took off and by 1980 it was established as the world's top seller. It became a firm showbiz favourite with the likes of singer Tom Jones and actors Michael Caine and Albert Finney, not to mention movie mogul Lew (now Lord) Grade.

The reasons for Montecristo's spectacular rise to fame are discussed often in cigar circles. Certainly its striking livery has something to do with it, as thas the name which is easily pronounced all over the world. But perhaps the principal source of its popularity lies in its unique blend of some of Cuba's finest tobaccos that deliver a deliciously distinctive, bitter sweet taste.