It almost defies the laws of business and production when a cigar with a suggested retail price of $5.50 performs so well, but the Alec Bradley Project 40 goes well above its pay grade: it could easily cost twice as much. According to brand owner Alan Rubin, Project 40 is named after a well-researched motivational principle that says each individual is in control of his or her happiness.

The cigars are made by Jesus Fuego in Nicaragua and consist of copious amounts of Nicaraguan tobacco and a Cuban-seed Brazilian binder. Ultimately, it’s a great smoke at a great price, and although we have no empirical data, we’d surmise that fewer things make a cigar lover happier.

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