Habanos battles counterfeiters using tech and tradition

The Cuban National Warranty Seal combines holograms, unique barcodes and microdots, while newer releases feature NFC technology for mobile authentication. Additional security elements include market-specific seals, tamper-proof packaging and "Hecho en Cuba" hot stamping
In an era where counterfeit products account for 3.3% of global trade, according to OECD data, Habanos S.A. is intensifying its authentication strategy to protect its premium cigar business. The Cuban company’s approach combines traditional security measures with digital innovation, reflecting broader trends in the luxury sector where brands face increasing pressure to safeguard their products and reputation.
The challenge is significant. Like other luxury segments such as fashion and cosmetics, premium cigars are particularly vulnerable to counterfeiting. These illicit practices not only impact revenues but pose risks to brand integrity and consumer trust.
“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,” say Beatriz Garrido and Álex Fernández-Blanco from Habanos S.A.’s Operational Marketing Department.
The company’s authentication system starts with the Protected Appellations of Origin (P.A.O.) certification, verifying that tobacco originates exclusively from designated Cuban regions and meets defined quality standards. This foundation is supplemented by 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.
Physical authentication extends to the packaging itself. Each box leaving Habanos facilities carries a hot-stamped “Hecho en Cuba” inscription. Since 1989, Long Filler Habanos packaging has included “Totally Handmade” while Short Filler variants carry the “TC” mark.
The company has recently expanded into digital authentication, implementing NFC technology in select premium releases. This allows verification via mobile devices and, where regulations permit, provides product information and interaction capabilities. The technology represents a shift toward more sophisticated authentication methods that can enhance both security and consumer engagement.
Market-specific measures include distinctive seals that identify products designated for particular territories. The latest addition is a new Cuban domestic market seal featuring high-standard adhesive designed to withstand extreme temperatures and humidity. For 2025, these seals will be brown.
Distribution security is maintained through an authorized network spanning more than 130 territories. This includes specialized retail points such as La Casa del Habano, Habanos Point, Habanos Specialist and Cohiba Atmosphere locations. The company has also developed online tools for product verification and retail location.
This comprehensive approach reflects the growing importance of authentication in the luxury sector, where protecting product integrity has become as crucial as maintaining product quality. For Habanos, the strategy aims to preserve both its market position and the trust of its global customer base.