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Reinado Grand Apex Debuting on Friday


The Reinado brand’s hiatus from the cigar industry will be officially over on Friday as Antonio Lam will be launching the Grand Apex during an event at Ruben’s Smokestack in Hackensack, N.J. The new line is a tribute to his father and in particular, his battle with dementia.

“My father always taught me to excel at whatever I chose to do, work hard and never give up,” said Lam, adding that “although my father will not know it, we will make the climb just as he did to make him proud.”

The Reinado Grand Apex is made at AGANORSA Leaf’s Tabacos Valle de Jalapa S.A. (TABSA) factory in Estelí, Nicaragua, and features the AGANORSA Leaf logo on the cigar’s packaging. It’s a 5 1/2 x 52 robusto extra that comes in boxes of 20 cigars, with an initial run of 3,500 cigars. The MSRP has been set at $12 per cigar and $240 per box.

As a tie-in, Reinado will be contributing a portion of the proceeds from the sales of the Grand Apex to the Dementia Society of America to help find a cure for the illness.

Ruben’s Smokestack was picked for the launch as Lam said that the store’s owner, Ruben Abreu, is not only a mentor and friend but a retailer of the brand from its early days.

Lam has not yet confirmed a date when the Grand Apex will ship to other retailers, though said he expects they will begin shipping in the next couple of weeks.

Photo by Mario Lobo, courtesy of Reinado.

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