What Happened?

General Cigar Co. Inc. registered with the lobbying firm Continental Strategy LLC in August 2026, after a period of no active lobbying, to work on U.S. trade and foreign relations policy toward Cuba. The company makes U.S.-produced versions of well-known Cuban cigar brands, including Cohiba, Hoyo de Monterrey, Punch, La Gloria Cubana, and Partagas. ​

The new filing covers tobacco, trade, and foreign relations, though no specific bill was listed. General Cigar has tracked Cuba trade issues since at least 2011.

Why Does it Matter to Me?

President Trump announced sanctions against Cuba in September 2020 that barred Americans from importing Cuban cigars and rum.

In May 2025, a U.S. District Court judge ruled against General Cigar and confirmed the cancellation of its Cohiba trademark registrations in favor of Cubatabaco, which first sued over the Cohiba name in January 1997.

Both Sides, Now

The White House reissued a hardline Cuba policy directive on June 30, 2025, reaffirming restrictions from the first Trump administration and directing the Treasury and Commerce Departments to adjust Cuba-related regulations. Supporters of the current restrictions argue they maintain pressure on the Cuban government and protect American businesses operating under existing trade rules.

Opponents say the embargo imposes broad economic costs and harms ordinary Cubans. Speakers at a UN General Assembly debate in July 2026 raised concerns about the embargo's material losses and economic damage to Cubans, according to the UN General Assembly record.

General Cigar's lobbying filing did not name any specific legislation.

What Happens Next?

General Cigar's registered lobbyist is Alberto Martinez, a managing partner at Continental Strategy LLC who previously served as an advisor to then-Sen. Marco Rubio for more than a decade.

Congress would need to pass legislation to change the underlying trade restrictions, and the White House would need to sign it. Will the combination of a lost trademark and renewed lobbying be enough to shift a Cuba trade policy that has held firm for decades?

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