13/12/2025
In the third episode of The Magic of the Behike, we speak with one of the key figures behind its origin story. Armando Arroyo, former Director of Strategic Marketing at Habanos S.A. from 2001 to 2011, joins us for an in-depth conversation that takes us back to one of the most defining decades in modern Habanos history. During those years, Armando played a central role in shaping the strategic vision that ultimately led to the creation of the Behike line and the repositioning of Cohiba at the very top of the cigar world.
Throughout this candid discussion, Armando walks us through the thinking that transformed Behike from a celebratory humidor release into a permanent production line unlike anything that existed before. He shares how a nearly forgotten historical reference sparked a renewed focus on Medio Tiempo, a rare and potent leaf found on only a small percentage of to***co plants, and how extensive research and trial were required to determine the precise balance that would define the Behike blend.
What was initially planned as a brief segment quickly became something far more compelling. The conversation was so rich and insightful that we chose to release it in full, completely unedited, as its own episode.
Now streaming on YouTube at kirbyallison.
