There is some level of controversy around the origins of the brand. Some argue that the name is linked to the village of San Juan in the Vuelta Abajo region. Other retort that the name comes from the novel "The bridge of San Luis Rey" published in the USA in 1927.  As to facts the brand was registered by two british importers in 1938 (Keyer & Silverstone). In 1960 Silverstone managed to get a contrat in place for a duration of 30 years granting them exclusive distribution rights for the brand and this for the United Kingdom only. In the 1980's another Cuban brand appeared in Germany under the label San Luis Rey adding to the confusion. By 2000 the Saint Luis Rey brand turned under full control of Habanos and since is distributed worldwide.

In general cigars from Saint Luis Rey are full strength.