Drew Estate has rebranded its Herrera Esteli flagship brand and will nationally release the Herrera Esteli Brazilian Maduro and Miami lines. The newly rebranded Herrera Esteli will be on display at this year’s International Premium Cigar & Pipe Retailers Association (IPCPR) in Las Vegas this July.
“The Herrera Brazilian Maduro is my expression of the floral and earthy Brazilian Mata Fina tobacco,” says Willy Herrera, Drew Estate’s Master Blender. “We use it typically as a binder or accent tobacco in the filler but I wanted to showcase its dynamic and unique texture. I really like the black and gold color tone of the Herrera Esteli Miami and how it fits into the brand portfolio with multiple vitola expressions in the Miami blend. Working with my family on this brand takes me back to my blending roots and sincerely excites me.
“The uniform packaging for the Herrera Esteli line has elements of classic Cuban inspired branding mixed with modern simplicity. I loved the classic cabinet boxes, but it was time to partner with our retail tobacconists and create a more cohesive space for Herrera fans to find my blends on the shelf.”
Herrera Esteli Brazilian Maduro
Wrapper: Plantation Grown Mata Fina
Binder: Connecticut River Valley Broadleaf
Vitolas: Robusto Grande (5 1/4 x 52), Toro Especial (6 x 52), Lonsdale (6 x 44), Fino (6 x 52), Short Corona Gorda (5 7/8 x 46)
Herrera Esteli Miami
Wrapper: Ecuadorian Habano Oscuro
Binder: Ecuadorian Sumatran
Filler: Dominican Republic and Nicaragua
Vitolas: Robusto Grande (5 x 50), Toro Especial (6 x 52), Lonsdale Deluxe (6 1/2 x 44), Piramide Fino (6 1/2 x 54), Short Corona Gorda (5 3/4 x 48)
In addition, the Herrera Esteli Habano and Herrera Esteli Norteno are getting a new look. Both will now be presented in a unified branding and will be packaged in 25-count boxes.
Herrera Esteli Habano
Wrapper: Ecuadorian Habano
Vitolas: Robusto Grande (5 1/4 x 52), Toro Especial (6 x 52), Lonsdale (6 x 44), Piramide Fino (6 x 52), Short Corona Gorda (5 7/8 x 46)
Herrera Esteli Norteno
Wrapper: Mexican San Andrés
Vitolas: Robusto Grande (5 1/4 x 54), Toro Especial (6 x 52), Lonsdale (6 x 44), Piramide Fino (5 x 50), Short Corona Gorda (5 7/8 x 46)
Drew Estate will no longer be supporting the 28 and 75-count refillable display trays or the 25-count refill bundles for tobacconists. To create a more cohesive brand experience, Drew Estate will only be using 25-count boxes for the entire Herrera Esteli brand with the exception of its limited production vitolas.
To see everything Drew Estate will release at this year’s International Premium Cigar & Pipe Retailers Association (IPCPR), visit drewestate.com/IPCPR and follow the hashtag #DEIPCPR on social media. Visit Drew Estate at Booth #1814 during this year’s IPCPR Show.