Spreading the word

Cuba’s 21st Habanos Festival ended on Friday in Havana with an auction of cigar humidors that raised about US$1.7 million, according to a Xinhua News Agency story.

The proceeds of the auction will be donated to the nation’s health-care system.

About 2,200 participants from 70 countries were said to have attended the five-day event.

But Jose Maria Lopez, vice president of development at Habanos SA, said the use of social media had helped extend the cigar festival beyond its traditional boundaries, enabling people around the world to experience it.

One of Habanos’ strategic objectives was to globalize premium cigar culture, he said.

As part of the festival agenda, participants visited the best tobacco plantations in the western regions of Vuelta Abajo and Pinar del Rio, as well as traditional cigar factories.

The value of Habanos’ sales increased by seven percent to about $537 million last year.

Currently, Cuba’s main cigar customers are Spain and China. China was described as the top emerging market.