“The Magic of Behike” A documentary series exploring Cohiba Behike’s success story
Habanos, S.A., the world leader in the commercialization of premium cigars, together with renowned content creator Kirby Allison, is proud to announce the premiere of the third episode of “The Magic of the Behike”, a landmark documentary series dedicated to the 15th anniversary of Cohiba Behike, the most exclusive Habano ever created.
Following Episode 1, which explored the origin of the iconic cigar, Behike, and Episode 2, which delved into the rare Medio Tiempo leaf and “Totalmente a Mano con Tripa Larga” craftsmanship, Episode 3 – “Armando Arroyo & the Birth of a Legend” focuses on the strategic vision behind Behike’s creation and its rise to iconic status.
In this new episode, Kirby Allison sits down in Havana with Armando Arroyo, who was the Director of Strategic Marketing at Habanos, S.A. for more than 10 years Arroyo recounts the pivotal journey from the Cohiba 40th Anniversary Humidor, where the name “Behike” first appeared, to the bold decision to launch a superior standard production line emboding an even more premium character, under the prestigious Cohiba brand.
The episode reveals how Habanos, S.A., and Cuba’s Tobacco Research Institute, identified Medio Tiempo—a rare, powerful leaf appearing only on a small fraction of plants—and spent years perfecting the Behike blend. It also explores:
- The creation of the legendary BHK 52, 54, 56 vitolas, and the introduction of Behike 58
- The innovative band, packaging, and security features that distinguish Behike across the world
- Behike’s evolution into a symbol of status, luxury, and Cuban tobacco preeminence
“Behike, has gone beyond the world of cigar, it has become a true symbol of a status”, says Armando Arroyo, Former Director of Strategic Marketing at Habanos, S.A. more than 10 years.
“The Cohiba Behike is more than a cigar—it is a legend,” says Kirby Allison. “It represents the very best of Cuba’s tobacco, elevated by the experience and passion of an entire country.”
Produced in collaboration with Habanos, S.A., The Magic of the Behike offers unprecedented access to Cuba’s legendary plantations, historic factories, and the guardians of its most sacred traditions. With Episode 3, the series completes its portrait of Behike as a masterpiece of tobacco, culture, and craftsmanship.
Discover Episode 3 now on the official Habanos YouTube channel.
Corporación Habanos, S.A.
Habanos, S.A. is a world leader in the commercialization of premium cigars both in Cuba and in the rest of the world. For this purpose, it has an exclusive distribution network present in the five continents and in more than 130 territories. For more information, please visit www.habanos.com
Habanos, S.A. commercializes 27 premium brands “totally handmade,” including Cohiba, Montecristo, Romeo y Julieta, Partagás, Hoyo de Monterrey, H. Upmann, and Trinidad, among others sheltered by the Habanos Protected Appellations of Origin (P.A.O.).
Habanos have been “Totally Handmade” for more than 500 years, and since then, they have become a reference for the whole world.
* (P.A.O.) Protected Appellations of Origin
Kirby Allison
Kirby Allison is a leading voice in the world of luxury, craftsmanship, and tradition. Through his widely followed YouTube channel, with 850,000 subscribers, he has built a global community of enthusiasts passionate about fine cigars, sartorial excellence, and the world’s most refined artisans.
For further information, please contact:
Habanos, S.A. Habanos Comunicación
habanoscomunicacion@habanos.cu
Tel. 5372040513 ext. 565
