Cigar Talk with João Maierhofer

When you think of cigars, Mexico probably isn’t the first place that comes to mind. Most people immediately picture Cuba, Honduras, or Nicaragua, countries famous for their rich cigar traditions. But what many don’t know is that tobacco was first discovered and cultivated in what is now Mexico. On the Gulf Coast, particularly around the San Andrés Tuxtla valley, ancient civilizations grew and used tobacco long before it became the global symbol of leisure and craftsmanship we know today. So while Cuba may have perfected the art of cigar-making, Mexico is where the story of tobacco truly begins.

At a recent event by Havana Camelot, I had the opportunity to meet the Brand Ambasaddor of Casa 1910, Mr. João Maierhofer and get an up-close introduction the story, philosophy, and the fascinating history that inspired the brand. What followed was a brief but insightful #CigarTalk, during which we discussed the brand’s roots and the unique terroir that shapes its blends. Here's what we found out.

What's the story and philosophy behind the name Casa 1910?

João Maierhofer: Casa 1910 was born as a tribute to the Mexican Revolution of 1910. It's a moment that reshaped our nation’s identity and spirit.

“Our philosophy is to celebrate Mexico’s rich history, craftsmanship, and cultural pride through cigars that tell stories. Every detail, from our tobaccos to our aesthetics, reflects a deep respect for our roots and a modern vision of Mexico as a country capable of creating something world-class.” - João Maierhofer

Most cigar houses look to Cuba or the Caribbean for influence. Why did Casa 1910 decide to focus on Mexico?

João Maierhofer: Because Mexico has its own unique tobacco heritage that deserves global recognition. For decades, Mexican San Andrés tobacco has been admired by the greatest cigar makers in the world and often used as wrappers in legendary blends, but never fully celebrated under its own flag. Casa 1910 was founded to change that narrative, to show that Mexico is not only a supplier of tobacco but a true origin of excellence.

What sizes and types of cigars does Casa 1910 offer?

João Maierhofer: Each Casa 1910 line is inspired by a chapter of the Mexican Revolution, shaping its blend, strength, and character. The Revolutionary Edition commemorates the first battles, bold and earthy with 100% Mexican tobacco. It captures the spirit of the first battles of the Mexican Revolution and features two vitolas: the 5×50 Robusto Cuchillo Parado and the 6×54 Toro Extra Tierra Blanca.

The Cavalry Edition honors the riders and horses, combining Mexican and Nicaraguan tobaccos for a powerful, dynamic profile. Its lineup includes the 6×54 Torpedo Extra Lucero, the 6×54 Toro Extra As de Oro, and the 6×60 Gordo Jilguero.

The Soldadera Edition celebrates the women who fought alongside men, blending Mexican and Dominican tobaccos for a refined yet strong experience. It's represented through refined and balanced formats such as the 5×50 Robusto Sampetrina and the 6×52 Toro Teniente Ángela.

How would you describe the flavor profiles that define Casa 1910 cigars?

“Our cigars are defined by balance, depth, and personality. You’ll find earthy notes from the San Andrés soil, hints of cocoa, a little bit of spice, leather, and a smooth sweetness that evolves throughout the smoke. Every blend is designed to offer progression a flavor journey that tells a story from start to finish, much like Mexico’s own evolution.” - João Maierhofer

What’s the most unforgettable experience you’ve had with a Casa 1910 cigar?

João Maierhofer: I’ve always considered myself someone who truly enjoys every moment in life, and I could tell you countless unique experiences I’ve had with my Casa 1910 family. But if I had to choose three, these stand out the most. The first was meeting the founders of Casa 1910, Jaime Baer and Serge Bollag, in Montenegro. There was an instant connection with them and with the brand’s vision. The second was meeting the entire Casa 1910 team at PCA in New Orleans this year. The energy, passion, and unity we shared made it a truly unforgettable experience. And finally, traveling to Mexico with my mentor and our master blender, Manolo Santiago. Visiting the fields and learning directly from him, seeing every step of the process firsthand was something I will never forget. It made me understand the soul behind every Casa 1910 cigar.

Casa 1910 has quickly garnered numerous international awards, solidifying its position as one of the most notable emerging names in the contemporary cigar scene.

It was a pleasure speaking with you João!

Pictures: Casa 1910