El Loco, known in Spanish as ‘the madman’, takes a more measured approach to the cigar-making process. The raw tobacco for El Loco is processed entirely by hand and carefully aged for up to seven years. This is followed by a fermentation process that is twice as long and gentler than is customary in the industry, taking place at lower temperatures and lasting five to six months. This gentle fermentation technique allows a wide range of flavours to be extracted from the tobacco, whilst reducing its strength.

Ageing and Design of El Loco

After rolling, the El Loco cigars are stored in three different formats for at least a further four months before they are fitted with their ornate bands and packed into exquisite boxes. The cigars and their packaging draw inspiration from the design of the ‘Día de los Muertos’ (Day of the Dead), one of Mexico’s most significant festivals, which is celebrated over three days in early November. The fresh look and colourful design of the bands and boxes combine traditional Mexican elements with modern design approaches.

Tradition meets modernity

El Loco masterfully blends tradition and modernity. This symbiosis is evident not only in the combination of traditional ‘Hecho totalmente a mano’ (entirely handmade) production with innovative methods of ageing and fermentation. The packaging design, which combines traditional motifs with a fresh look, also reflects this fusion. For example, the ornate skull on the boxes and the names of the cigar formats – Widower, Widow and Orphan – pay homage to cultural traditions, presented in a contemporary and appealing style.