The Chase Archive
In 1977, Simon Chase was recruited by Nicholas Freeman to establish a Marketing Department at Hunters & Frankau. It was the first position of its kind in the UK cigar trade, and in many ways, it marked the beginning of a new chapter for how Havana cigars were presented, understood, and celebrated.
At the time, distribution of Cuban cigars in the UK was divided among four companies, each with its own small portfolio. Hunters & Frankau represented Montecristo, H. Upmann, Ramón Allones, and Davidoff. Simon arrived from the advertising world, where large budgets and polished campaigns were the norm. He quickly discovered that the cigar trade operated differently. What it did offer, however, was a rich culture and craft that was little understood outside of Cuba itself. Seeing this gap, Simon set to work—not with money, but with words. That same year, he published his first book, A Short Appreciation of Havana Cigars, opening a door for enthusiasts to glimpse the artistry behind every handmade cigar.
This was only the beginning. Over the years, Simon would become one of the foremost chroniclers of Cuban cigar culture. His second book, Havanas: A Unique Blend of Sun, Soil and Skill (1993), was translated into four languages and embraced by Habanos S.A. in its key markets. A decade later, working between London and Havana, Simon helped to transform it into The Complete Guide for Habanos Enthusiasts. Translated into six languages and distributed worldwide, it remains a definitive reference, recognised for its depth and detail. In writing it, Simon not only documented the craft of cigar making but also built enduring friendships with those in Cuba who dedicated their lives to the handmade cigar industry
Simon’s love of communication found many outlets. Between 1982 and 2001 he wrote and published Cigar World, a magazine that carried trade news, stories, and insights to a growing audience of aficionados. At a time when such information was scarce, it stood alone as a vital link between industry and consumer. He also became known for his insights into the cigar making process and history shared with enthusiasts around the country at various events and cigar dinners.
In 1984, as Marketing Director of Hunters & Frankau, Simon turned his energy toward education. He founded Cigar School, the first training programme of its kind, held in the H&F boardroom for retailers and presenters of cigars. Later, he helped create the Higher Certificate Programme and served for many years as a judge at the World Habanos Sommelier Competition in Cuba. Teaching came naturally to him. Whether in a boardroom, at an international competition, or standing before an audience of enthusiasts, Simon shared his knowledge with clarity, generosity, and enthusiasm.
His contributions did not go unnoticed. In 1998, he was honoured with the “Habanos Man of the Year” award for Communication, a recognition of his contribution to the cigar industry.
Even after retiring from Hunters & Frankau, Simon continued to write and advise through his consultancy, Simon Chase Limited. His articles appeared in Cigar Journal, Cigar Magazine, Virtuozity, and elsewhere—always with the same meticulous research, wit, and attention to detail that had become his hallmark.
The Chase Archive gathers together a selection of Simon’s writings from 2006 to 2017. We are deeply grateful to the publications that have allowed us to share them here. Within these essays lies a breadth of knowledge and a passion for Havana cigars that is unmistakably Simon’s.
We hope you will find in them not only information but also inspiration—an invitation to see cigars not merely as products, but as the living expression of culture, craft, and history that Simon so loved to celebrate.