Cuban cigar exports are on the rise

The Covid-19 episode brought the whole world to its knees. Cuban cigars, however, held firm, with exports up by 15% during the crisis. A closer look.

568 million dollars in sales in 2021

Cuba’s leading exports are nickel, sugar, seafood, vaccines and medical equipment, but above all cigars. And in 2021 the export record was quite unexpected. Cuban cigar factories were badly affected by the global Covid-19 pandemic. The year 2021 was a very difficult one for a good many industries, but the Cuban cigar industry came through it comfortably.

According to the report drawn up by the Habanos group, sales of Cuban cigars rose by 15% in 2021, reaching 568 million dollars. The figure was an unexpected one given the global situation. Pleased with these results, the management draws a comparison with the crisis of 2020, which had pushed sales down by 13%.

Europe, the main market for Cuban cigars

The successive lockdowns in European countries generated very large sales, in particular remote ones. Spain, Germany, France and Switzerland all contributed to the Cuban cigar figures during the health crisis. The region accounts for 59% of the market, against 16% for Asia Pacific, 14% for the Americas and 11% for Africa and the Middle East.

The shortage of Cuban cigars did nothing to dent their standing. Driven by strong international demand to fill cigar humidors, new cigar references were shipped, which also gave specialists and ordinary smokers access to other blends. In all, 38 new types of cigar and 27 brands were sent around the world in 2021.

With deliveries also taking longer, retailers and private buyers simply placed larger orders to absorb the delays and avoid running out of stock.