Milk chocolate; Orlando, Florida; Palais Garnier, the Paris Opera House; the Romeo y Julieta premium cigar brand—these items may seem unrelated, but they share at least one thing in common: All are celebrating their 150th anniversary in 2025. Named after Shakespeare’s famous tragedy, Romeo y Julieta debuted in the premium cigar world in 1875 by Inocencio Alvarez and Mannin Garcia. The brand’s early years were noteworthy, with Romeo y Julieta earning early recognition and several awards toward the end of the 19th century.
“Celebrating 150 years is a moment of immense pride for all of us,” said Davide Moro, CEO of Altadis U.S.A. “This milestone honors the generations of individuals who have contributed to this journey—from farmers and rollers to retailers and ultimately to our loyal consumers.”
Things took off after the brand was acquired by José “Pepin” Rodriguez Fernández in 1903. Fernández was a salesman and was able to promote and take the brand in new directions, including helping Romeo y Julieta become the go-to premium cigar brand for many prominent cigar enthusiasts. Among the brand’s most famous fans was Winston Churchill, who even had a size of the cigar named after him (the Churchill). Throughout the brand’s long history, Romeo y Julieta has remained resilient when faced with numerous challenges and world events. Among the brand’s hurdles was Fernández’s death in 1958 and political unrest in Cuba that forced the brand to find a new home, which it did in the Dominican Republic.
Altadis U.S.A. has continued to nurture the iconic Romeo y Julieta brand, now made at Tabacalera de García in La Romana, Dominican Republic. This globally recognized brand has remained a powerhouse owing to the craftsmanship of those at Tabacalera de García and to Altadis U.S.A.’s continuing efforts to guide the cigar into the future.
The Makings of an Icon
Consistency is one of the characteristics that a successful premium cigar brand strives for, and Romeo y Julieta has achieved it. Since the brand’s inception, Romeo y Julieta has been blended and marketed as a classic smoke. It is said that when the brand was first created, factory workers rolled the cigars while listening to the Spanish translation of Shakespeare’s “Romeo and Juliet.” The famous story of the star-crossed lovers is woven into the fabric of the Romeo y Julieta brand. Like the titular characters, the story of the cigar brand builds to a split. In Shakespeare’s tragic play , the two young lovers are driven apart, in the story of the premium cigar brand, the brand was forced apart from its Cuban roots to begin a new chapter in the Dominican Republic.
Much like Romeo and Juliet’s story, this split helped define the Romeo y Julieta cigar brand. Under the care of Altadis U.S.A., Romeo y Julieta is just as relevant today as it was more than 100 years ago. Romeo y Julieta has become known for its consistency, balanced blends, and overall broad appeal through different iterations and releases.
For many retailers, Romeo y Julieta is a brand recognized by aficionados and new cigar smokers alike. Given its longevity, it’s not uncommon for different generations of a cigar enthusiast’s family to have smoked this iconic brand. Regardless of the blend, cigar enthusiasts have come to expect a Romeo y Julieta cigar to be medium-bodied, flavorful and approachable. The Romeo y Julieta brand is recognized and requested by cigar enthusiasts who appreciate the romanticism and sophistication of this long-lasting premium cigar line.
Romeo y Julieta has evolved over the years thanks to innovative blending, different varieties of tobacco, and collaborations between Tabacalera USA’s Rafael Nodal, VP of Product Capability, and famed Nicaraguan blender AJ Fernandez. From the flagship 1875 Series to the popular Reserva Real, Romeo by Romeo y Julieta, and Romeo y Julieta Eternal, there’s a Romeo y Julieta cigar for every cigar enthusiast and for every occasion.
The Romeo y Julieta 150th Anniversary Cigar
This year, Altadis U.S.A. released the new Romeo y Julieta 150th Anniversary. This premium cigar embraces the 150 years of dedication, passion and craft that has made Romeo y Julieta a staple in cigar humidors. Carefully handcrafted at Tabacalera de Garcia, the Romeo y Julieta 150th Anniversary features a Sumatra Ecuador wrapper that was aged and fermented by AJ Fernandez, a robust Mexican San Andrés binder grown by the Turrent family, a mix of Peruvian and Honduran tobaccos from the Plasencia family, and premium Dominican tobaccos from Jose Mendez & Co.
“This anniversary demands a cigar as exceptional as our legacy,” said Rafael Nodal. “That’s why we introduced new rolling methods at Tabacalera de Garcia. For the first time, a specially trained team of master rollers employed innovative techniques, ensuring each cigar reflects 150 years of legacy.”
Blended together, this cigar has a balanced yet dynamic flavor profile with notes of cedar and spice that transition into layers of chocolate and coffee before finishing with an earthy sweetness. Romeo y Julieta 150th Anniversary is presented in three sizes: Balconet, 6 x 54; Crescendo, 7 x 50; and Prologue, 5 x 50. In addition, a special vitola, a 6 1/8 x 52 Belicoso named Reconciliation, will be available exclusively in the Romeo y Julieta 150th Anniversary Humidor.
The Romeo y Julieta 150th Anniversary release honors the brand’s past by stepping into the future. During its debut at this year’s PCA25 trade show, retailers and cigar consumers had a chance to revisit one of their favorite brands or, for those unfamiliar, a chance to get to know the brand that has become a humidor staple.
The Enduring Legacy
Celebrating a 150th anniversary in any industry is rare, but even more so in the premium cigar industry. The reason why Romeo y Julieta continues to resonate with cigar enthusiasts long after its introduction a century-and-a-half ago is because of those who have dedicated their lives to crafting this premium product and those who have continued to promote and market the brand so enthusiastically. After 150 years, Romeo y Julieta still has an amazingly broad appeal among cigar smokers. It remains timeless and continues to successfully evolve.
Altadis U.S.A. will celebrate Romeo y Julieta’s anniversary with additional marketing programs, point-of-sales materials, and events throughout 2025.
“To honor this 150-year milestone we will feature a series of strategic releases and exclusive events to highlight the brand’s legacy and our vision for the future,” said Oliver Hyams, Vice President of Marketing at Altadis, U.S.A. “We are excited to bring our customers along for this exceptional journey and look forward to sharing what’s ahead for Romeo y Julieta.”
The new Romeo y Julieta 150th Anniversary cigar is not just a nod to the past of this iconic product, it’s a start of a new chapter for this enduring premium cigar brand.
– Photography courtesy of Altadis U.S.A. Story by Antoine Reid, content director at Premium Cigar Association (PCA). You can reach him at antoine@premiumcigars.org.
This story first appeared in PCA The Magazine, Volume 2, 2025. To receive a copy of this magazine, you must be a current PCA member. Join or renew today at premiumcigars.org/membership.