The Cohiba brand is Cuban.

By: Roberto Morejón

For Cuba, tobacco has economic, historical, and cultural relevance. However, other regions, especially the United States, try to dispute or steal.

A recent ruling in which Cubatabaco won the right to register the popular Cohiba brand in the United States is part of this struggle.

The General Cigar Company, which distributes versions of Cohiba in the United States, lost the case against Cubatabaco after trying to revoke the Trademark Trial and Appeal Board's 2022 decision.

That same year, a judge upheld the board's decision that Cohíba is protected by the 1929 Inter-American Convention, which safeguards international trademarks.

Cubatabaco, the rightful owner of the Cohiba name, had challenged the legality of the U.S. trademark held by the General Cigar Company.

Of course, the most recent ruling does not overturn the effects of the U.S. blockade on Cuba.

The embargo prohibits the Caribbean archipelago from selling its famous cigars in U.S.

territory. However, they cannot hide the fact that Cohiba and other brands are entirely Cuban.

Cubatabaco applied for the Cohiba brand in 1969 and obtained registration in 1972. It was the first Habanos label created after the Revolution, marking the beginning of an era of excellence.

Habanos, S.A., is a world leader in the commercialization of premium cigars and has a

distribution network in more than 150 countries.

Experienced vegueros, especially those in Vueltabajo in western Cuba, are trying to overcome the impact of the U.S. blockade and the associated energy crisis.

Young people attracted to the industry are introducing innovations, such as photovoltaic plants, and receiving bank loans to purchase supplies.

Many of them smoke cigars while working in the fields as they try to reduce fuel consumption, since fuel is scarce in the country.

In 2024, the tobacco industry reported profits of 827 million dollars, which was 16 percent more than the previous year, maintaining its strength.

The Asian market and others are waiting for the unrivaled, Cuban-made Cohiba cigars.