José L. Piedra is a distinctive Cuban cigar brand. The founding family emigrated from Asturias, Spain, to Cuba in the 1880s and settled in Santa Clara town near the Remedios cigar-growing region. The second-generation descendant José L. Piedra founded the brand in his own name. The brand was once discontinued in the late 20th century, re-launched in 1996 and positioned by Habanos S.A. as a "volume brand" for the mass market, known for providing high-value Cuban cigars. All its products use leaves from the Remedios region and employ "short filler, fully handmade" rolling techniques.