Cigar AB Project 40 05.50 Robusto R50 127mm

The line gets its name from an assertion that breaks down a person’s happiness into categories, with 50 percent coming from genetics, 10 percent being based on circumstance, and the remaining 40 percent said to be controlled by how that person thinks. “Project 40 is a generally accepted concept in multiple industries with the end goal to find how a service or product can have a positive impact on the mind and body,” said Alan Rubin, founder of Alec Bradley, in a press release talking about the original Project 40 line. “Since cigars bring people together, cause for relaxation and create positive experiences, I asked myself why this concept should not be applied to premium cigars. This was my inspiration for Alec Bradley Project 40,” he added.