雖然業(yè)界一直有古巴雪茄漲價的謠言，但是5月10日官方證實了。根據(jù)古巴雪茄的經(jīng)銷商哈伯納斯公司的聲明，其旗下所有品牌在全球各地的價格都將上調(diào)，尤其是高希霸、特立尼達的漲幅最大。他們的價格將參照香港市場定價來定，而香港市場是目前世界上古巴雪茄售價最昂貴的市場之一。粗口徑的高希霸每支售價將超過100美元，貝伊可系列將更貴，整盒幾百美元的高希霸不太可能了，而需要幾千美元。

哈伯納斯公司在10號發(fā)布的一份新聞稿里表示，供求失衡是古巴雪茄調(diào)整的主要原因，市場對高希霸的需求不可阻擋。作為國際公認的奢侈品，高希霸的上調(diào)價格是合理的。連同特立尼達品牌，都將以香港市場的售價作為參考，鞏固其在哈伯納斯品牌中的精英地位，成為卓越的哈伯納斯品牌。

將高希霸、特立尼達的定價和香港市場零售價保持一致，為全球所有市場設(shè)置了最低價格，以鞏固高希霸、特立尼達的的奢侈品的地位。其他品牌的價格，哈伯納斯公司也做了調(diào)整，包括蒙特、帕特加斯、羅密歐與朱麗葉，但只有高希霸、特立尼達是和香港市場標準掛鉤。

即使在這次調(diào)價之前，高希霸、特立尼達已經(jīng)是世界上最昂貴的古巴雪茄。這次調(diào)價的幅度是相當大的，高希霸世紀6，公牛尺寸，在英國的零售價是每支46.35英鎊，折合57美元。而在瑞士，世紀6的零售價是56美元。

在香港，高希霸世紀6的零售價是761港元，折合97美元。如果參考這個價格，世紀6在英國的價格將上調(diào)68%。

即便全球古巴雪茄零售價最低的古巴地區(qū)，價格也在上調(diào)，高希霸的定價將達到香港市場的水平。《雪茄愛好者》雜志的記者上一次在哈瓦那的時候是2020年2月，當時可以找到的高希霸世紀6的零售價是20古巴比索，考慮到美元兌換古巴比索的匯率損失，實際價格是22.6美元。當執(zhí)行香港價格水平后，同一支實際6的售價將是以前的四倍多。

全球各地何時調(diào)價，具體取決于當?shù)厥袌觥Ｒ粋€行業(yè)資深人士告訴我們，大概幾周到幾個月的時間不等，取決于當?shù)氐臒煵莘ㄒ?guī)。

這對雪茄零售店來說意味著什么？一位不愿意透露姓名的歐洲零售店店主說，雪茄世界將發(fā)生巨大變化。非古品牌將更受歡迎。他們已經(jīng)在歐洲站穩(wěn)腳跟。他們的優(yōu)質(zhì)產(chǎn)品線也會跟著上調(diào)價格。

另一位古巴雪茄的零售商認為，這次上調(diào)價格將會影響古巴雪茄的銷售。

如果哈伯納斯公司的判斷是正確的，高希霸保持著“不可阻擋的需求”，那么高希霸就不能定價太高。加價只會導致客戶群體統(tǒng)計數(shù)據(jù)的變化。偏好高希霸、特立尼達的高收入階層的消費者不太可能因為定價而改變消費行為。

根據(jù)全球行業(yè)分析研究機構(gòu)對奢侈品的研究，2022年全球奢侈品市場估計為2428億美元，預計到2026年將達到2969億美元。

哈伯納斯公司表示，每年5月份，哈伯納斯公司都會更新整個產(chǎn)品線的分銷網(wǎng)絡(luò)的銷售價格。而在2022年，他們考慮了當前影響行業(yè)的所有方面，包括奢侈品市場、高檔雪茄市場，以及價格金字塔的最高部分的全球同質(zhì)化新戰(zhàn)略。

附參考文章：

While rumors have been circulating around the industry, today it’s official—Cuban cigars are about to get more expensive the world over. According to Cuban cigar distributor Habanos S.A., all of its brands will see an increase in prices in every global region. Cohiba and Trinidad in particular will have the largest jump, as they will now be priced in accordance with the Hong Kong market, which is one of the most expensive in the world. Bigger Cohibas will sell for $100 each, Behikes far more, and boxes will no longer be priced in the hundreds of dollars, but in the thousands.?

Habanos cites an imbalance between supply and demand as the primary reason for the price hikes, in addition to an “unstoppable demand” for Cohiba. Habanos also points to Cohiba’s position as an internationally recognized luxury product to justify the increase.

“Habanos, S.A. has decided to reinforce this positioning and to set Cohiba prices uniformly at a global level,” taking Hong Kong pricing as a reference, the company said in a press release issued today. “This decision applies similarly to the Trinidad brand, which consolidates its position among the elite of Habanos’ brands, becoming the boutique Habanos brand par excellence.”

The move by Habanos, aligning all Cohibas and Trinidads to Hong Kong high pricing, sets a minimum price in all markets worldwide, to reinforce Cohiba and Trinidad as luxury brands. Habanos is also raising prices for its other brands, including Montecristo, Partagás and Romeo y Julieta, but only Trinidad and Cohiba are being pegged to the Hong Kong standard.

Even before this spike in prices, Cohibas and Trinidads were already among the most expensive cigars in the world, but this change in prices will be considerable. A toro-sized Siglo VI presently retails for ￡46.35 in the United Kingdom (about $57). In Switzerland, a Siglo VI retails for around $56.?

But today in Hong Kong, current pricing for a Cohiba Siglo VI is HK$761 (around $97). When these higher prices go into effect the price of a Siglo VI will jump approximately 68 percent in the U.K.

Even in Cuba, which has traditionally had some of the lowest Cuban cigar prices on the planet, prices are going up, and Cohibas will be priced at the Hong Kong level. The last time Cigar Aficionado was in Havana, in February 2020, Cohiba Siglo VI cigars (when they could be found) were priced at around 20 CUCs, or $22.60 when factoring in the conversion loss from U.S. dollars into Cuban Convertible Pesos. When this new price hits in Cuba, that same cigar will sell for more than four times the old price.?

The price hike will go into effect at different times around the world, depending on the market. “It all depends on the local tobacco regulations,” said someone with industry knowledge, “a few weeks to a few months.”

So what does this mean for retailers? “A huge change to the cigar world,” says one European shop owner, who wishes to remain anonymous. “New World cigars are going to become even more popular” the vendor says, referring to non-Cuban brands as they gain a stronger foothold in Europe. “But I think they will follow as well as the premium lines.” Another Cuban cigar retailer lamented: “This will kill the Cuban business here.”

Still, if Habanos is correct and Cohiba maintains its “unstoppable demand,” in the cigar market, then it’s unlikely that Cohibas will ever be priced out. The markups will only result in a shift in customer demographics. Consumers in high-income brackets with an appetite for Cohiba and Trinidad cigars are also unlikely to change their spending behavior. According to a recent study of luxury goods by Global Industry Analysts Inc., the global luxury goods market for 2022 is estimated at $242.8 billion with projections of $296.9 billion by 2026.

“As every year around this time, Habanos, S.A. has updated its selling prices for the distribution network for its entire portfolio,” Habanos stated. “For 2022, they have been established taking into account the current demanding aspects affecting all sectors, including the luxury and premium cigar market, and a new strategy of global homogenization in the highest segment of the price pyramid.”?