A couple of weeks ago, I received a press release from a company with which I had no familiarity. The release detailed a revival of a decades-old marque, Flor de Florez and launch of the Auténtico Maduro at IPCPR this year. Not having any previous experience with the brand (but having some vague recollection of the name), I stopped by their booth to introduce myself. It turns out, the line was familiar to me many years ago, but has lain dormant for quite some time as a manufacturer. The core line will be available in 6 vitolas, and the maduro in 3, all box-pressed. There will eventually be a fourth offering, tentatively known as the “Reserve” (subject to change). Both existing lines are Dominican puros, with corojo & piloto filler. After speaking with Carlos Gomez, Executive VP for La Hoja, I remembered smoking cigars under this name back in the ’90s – hence my vague recollection of the name. He relayed that their goal was to produce a cigar that outperforms its pricepoint. The line is not to be an inexpensive, bundled stick (see pics below – the packaging is quite appealing and of good quality)…it will be marketed as a premium stick; but one that is superior in every way to its monetary market position.