The Habanos Academy continues to expand its specialized training efforts with a new Junior Course held on June 18, 2025, in Edmonton, Alberta. Organized to strengthen the knowledge and professionalism of those representing the Habano in Canada, this course demonstrates the Academy’s mission to preserve and share the rich traditions of Cuban cigars. With expert-led sessions and an intimate setting, the event successfully combined education, heritage, and the passion that defines the world of Habanos.
A Collaboration Dedicated to Excellence
The Junior Course was made possible through the combined efforts of Havana House Cigar & Tobacco Merchants, the exclusive distributor of Habanos in Canada, and Primero Cigar Imports Ltd., responsible for distribution in the West Coast region. Their shared commitment to excellence ensured that the event maintained the high standards expected from the Habanos Academy.
The course took place at the Q Club Cigar Lounge in Edmonton, a venue that provided both sophistication and comfort. This carefully chosen setting reflected the premium nature of the Habanos brand, creating an atmosphere that allowed participants to fully immerse themselves in the training while enjoying an environment that mirrors the culture of Cuban cigar appreciation.
Focused on Professionals and Trade Specialists
The Edmonton Junior Course was attended by 14 trade professionals, a number that ensured personalized attention and meaningful interaction throughout the sessions. Each participant came with the shared goal of deepening their expertise, reinforcing the Academy’s role in nurturing ambassadors who can represent Habanos with accuracy and pride.
By keeping the group small and focused, the event allowed for a more interactive experience. Discussions, questions, and direct exchanges with the instructor enriched the learning process, giving attendees the opportunity to clarify details and strengthen their understanding of both the product and its heritage.
Comprehensive Training from Seed to Market
The course was led by Francisco Rojas, a certified Habanos Academy Master, who guided attendees through the entire journey of a Habano, from seed to commercialization. His sessions covered essential topics such as denominations of origin, brand classifications, and legal protections that guarantee authenticity, providing participants with a structured and reliable foundation of knowledge.
Practical aspects of retail specialization and consumer guidance were also discussed in detail, ensuring that attendees left with the tools to correctly present and promote Habanos. This training emphasized the responsibility of each professional in maintaining the prestige of Cuban cigars, a heritage that has been carefully preserved for generations.
A Step Forward in Strengthening the Habano Culture
The Edmonton Junior Course highlights Habanos S.A.’s commitment to professional training and education in international markets, particularly in Canada. By investing in events like this, the Academy ensures that distributors and retailers are not only knowledgeable about the product but also capable of communicating its cultural and historical significance with authenticity.
As the Habanos Academy continues to expand its reach, initiatives like this play a crucial role in shaping informed, passionate representatives who can pass on the story of the Habano to future generations. The Edmonton course stands as another important step in preserving the tradition, quality, and respect that Cuban cigars inspire worldwide.
Photos from: Habanos S.A.
