Montecristo Introduces $150 Doble Diamante Red Ahead of PCA 2026 — Who Is This For?

Montecristo is doubling down on the ultra-premium space with the upcoming release of the 1935 Anniversary Edición Doble Diamante Red, a cigar that once again carries a $150 price tag.

First reported by Cigar Aficionado, the new release follows the original Doble Diamante, which also retailed at $150 and went on to earn an impressive 95 rating before selling out.

A Continuation of the Ultra-Premium Push

The Doble Diamante Red stays consistent with the original concept:

• All-Nicaraguan blend
• Produced by A.J. Fernandez
• Built using extra-aged tobaccos with extended fermentation

According to Altadis, the pricing is driven largely by the age and selection of tobaccos, many pulled from Fernandez’s personal reserves.

Blend & Release Details

Vitola: 6½ x 54 Toro
Strength: Medium to Full

• Production: 250 humidors (5,000 cigars total)
• Packaging: 20-count piano-finished humidors
• Price: $150 per cigar

The cigars are expected to debut at PCA 2026 in New Orleans, with shipments beginning shortly after.

What Makes It Different?

This version is described as:

• Stronger than the original Doble Diamante
• Built from tobaccos grown at Finca La Lilia and San Lotano farms
• Focused on depth, richness, and balance

It’s clearly positioned as a luxury-tier cigar, both in presentation and in experience.

The Bigger Question

We’re seeing more and more cigars cross that $100+ price point, and Montecristo is firmly planted in that space with this release.

And that raises a real question for cigar smokers:

Who is the audience for cigars at this level?

• Collectors?
• Special occasion smokers?
• Brand loyalists?
• High-end gift buyers?

Because for a lot of everyday smokers… this isn’t exactly a weekly rotation cigar.

Final Thoughts

There’s no denying the craftsmanship, presentation, and tobacco that go into cigars like this — and clearly, there’s a market, given the original sold out.

But as more brands move into ultra-premium pricing, it’s worth asking where that leaves the average smoker — and how these cigars fit into the broader cigar landscape.

Curious to hear where everyone stands on this one.