PRESENTING THE NEW HOYO

General Cigar will launch a new version of Hoyo de Monterrey exclusively
for brick and mortar retailers. The new collection called Hoyo will be
available in four sizes ranging in price from $5.49 to $6.99 and begins
shipping to all retailers on April 1.



According to Alan Willner, vice president of marketing, “We’re taking
the legendary brand Hoyo de Monterrey and moving it into the future. The
new Hoyo is about keeping the brand’s rich history of Honduran
craftsmanship and infusing it with new ideas, new tobacco and new
packaging.”



Hoyo was inspired by Hoyo Edición de Cumpleaños 150, a successful,
limited edition cigar released last year. Hoyo 150th anniversary took
the first step toward breaking the conventions of the brand by featuring
a new variety of Nicaraguan tobacco, a shade-grown wrapper never used
before in any other cigar. With sleek new packaging and a contemporary
logo, Hoyo Edición de Cumpleaños 150 represented a new wave of the
brand.



Continuing along the path carved by Edición de Cumpleaños 150, Hoyo is
an artisanal line featuring special tobaccos, proprietary aging
techniques and old world craftsmanship. Hoyo takes the same Esteli-grown
Habano shade wrapper used in “150” and adds extended fermentation to
deepen the flavor. The blend was also updated to complement the wrapper
and features longer aging on the filler and binder to deliver a deep,
rich smoking experience.



Hoyo begins with a proprietary wrapper called Esteli Habano Shade.
Cultivated by the Plasencia Group exclusively for Hoyo, it is the first
Cuban-seed, shade-grown wrapper, and is also one of the heaviest
wrappers used in premium cigars. The Plasencias use special cultural
practices to deliver a thick, pliable leaf with bold, peppery flavor.
Given the power of the leaf, the Hoyo blending team chose to apply
increased fermentation, taking place over two years, to bring deeper
dimension to its taste.



The
blend consists of three different tobaccos – a Pennsylvania Ligero,
plus Nicaraguan Esteli and Nicaraguan Ometepe leaves. Each of the filler
leaves was aged for more than 18 months. The Pennsylvania ligero is a
powerhouse, balanced by aged Ometepe leaves. The Esteli leaves lend a
familiar earthy flavor that increases the cigar’s complexity.



An aged Ecuadoran Sumatra binder lends great combustibility and ensures an even burn.



Each of the four vitolas will be packaged in sleek, 20-count black boxes with silver branding elements. They are:



Gigante (6” x 60) – SRP per cigar is $6.99



Toro (6” x 50) – SRP per cigar is $6.79



Robusto (5” x 54) – SRP per cigar is $6.59



Rothschild (4.5” x 50) – SRP per cigar is $5.49.



Future new releases will be branded under the name of Hoyo. In keeping
with the brand’s artisanal approach, new products from Hoyo will
showcase the craftsmanship and expertise of our Honduran factory.



“Small batch cigars, collaborations and other exciting special projects
are all possibilities under the new Hoyo,” noted Willner.


Tiny Tim's Cigar World!: PRESENTING THE NEW HOYO