José L. Piedra is a longstanding Cuban cigar brand with origins dating back to the 1880s. The brand was founded by the Piedra family, who moved from Asturias, Spain, to Cuba and settled in the Santa Clara area of the Vuelta Arriba region. This area has been known for its tobacco farming since the 16th century, offering ideal conditions for cultivating high-quality tobacco.

After being discontinued in the early 1990s, José L. Piedra was reintroduced in 1996 as an affordable yet authentic Cuban cigar option under the Habanos S.A. portfolio. These cigars are handmade using short-filler tobacco sourced exclusively from the Vuelta Arriba region, delivering a satisfying medium to full-bodied flavor.

The brand offers a variety of cigars, including popular sizes like Brevas, Cazadores, and Conservas, ensuring there is something to suit the preferences of both new and seasoned cigar enthusiasts. José L. Piedra continues to be a favored choice for those seeking quality Cuban cigars at a reasonable price.