José L. Piedra is a current pre-Revolution brand established in the 1880s. It was popular prior to the revolution but fell from favour afterwards, and its cigars were gradually removed until the brand was discontinued in the early 1990s. It was relaunched as a low-priced brand in 1996. Habanos SA classifies it as a Volume brand for marketing purposes. Under the pre-2019 classification system, it was considered a Multi-local brand until 2007 and a Global brand after that. The José L. Piedra range comprises medium to full-strength cigars, using short-filler tobacco from the lesser Vuelta Arriba region.
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