H. Upmann was one of several new brands showcased by Altadis U.S.A. at the 2025 Premium Cigar Association (PCA) Trade Show. In recent years, the partnership between AJ Fernandez and Altadis U.S.A. has proven to be highly successful. One notable outcome of this collaboration is the introduction of H. Upmann-branded cigars made by AJ Fernandez. This partnership has enabled Altadis U.S.A. to continue innovating within the H. Upmann brand and connect with new consumers. In 2025, Altadis U.S.A. introduced the H. Upmann by AJ Fernandez Heritage Finca Providencia, a limited edition cigar that pays homage to one of Fernandez's many farms in Nicaragua.

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