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The Cohiba was established in 1968 as a limited production private brand originally supplied exclusively to Fidel Castro.  Often given as diplomatic gifts, the Cohiba brand developed a "cult" status. It was first released commercially for sale to the public in 1982.

Before and after the Cuban Revolution, the authentic Cuban-produced Partagás has been one of the most revered and highest-selling cigars in the world. By the middle 1990s it remained the second leading selling Cuban brand, following Montecristo, with annual sales of approximately 10 million cigars.

Montecristo brand has became incredibly popular worldwide and to this day accounts for roughly one-quarter of Habanos SA's worldwide cigar sales, making it the most popular Cuban cigar in the world.

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