Cigar brand Habanos fights fakes with digital tech

Premium Cuban cigar producer Habanos has ramped up its efforts to tackle counterfeit versions of its products by developing an authentication system that relies on both physical and digital features.

The cigars – which have Protected Appellations of Origin (PAO) certification – already carry the Cuban National Warranty Seal, which incorporates multiple security features including holograms, unique barcodes and microdots that are only visible through scanners.

The seal's self-destructing design prevents reuse if tampered with, according to the company, which has also developed country-specific seals to meet local requirements.

More recently, Habanos has expanded into digital authentication, implementing near-field communication (NFC) technology for some of its high-value, premium products, allowing them to be verified using a smartphone and – if local regulations allow – also providing the customer with information on the product and a chance to interact with the company.

Habanos said it and other companies in the luxury sector are facing "significant challenges due to the proliferation of counterfeit products." Its cigars are sold for hundreds or even thousands of dollars per box, making them an attractive target for counterfeiters.

Last year, a high-end bar in Zurich's financial district was discovered selling counterfeit Cohiba brand cigars at CHF 115 each (around $125), according to a finews.com report.

According to Beatriz Garrido and Álex Fernández-Blanco from Habanos' operational marketing division, "quality and authenticity are essential values for our brands, and we want to ensure that every Habano reaching aficionados provides a real and unique experience."

The company said its "comprehensive approach" to protecting its brand from counterfeits "reflects the growing importance of authentication in the luxury sector, where protecting product integrity has become as crucial as maintaining product quality."

Habanos controls the promotion, distribution, and export of premium Cuban cigars and other tobacco products worldwide, and is a joint venture between the state-owned Cubatabaco company and Spanish tobacco firm Altadis.