Alec Bradley Project 40 Review: Happiness in a Humble Stick



Every now and then, a random encounter leads to a memorable smoke. I was at an event when I met a fine gentleman—his name, unfortunately, escapes me—but he left a lasting impression. He was the distributor for Alec Bradley cigars and, noticing I hadn't tried a Project 40 yet, handed me one. “It’s one of my best sellers,” he said. “Mild and affordable.”

He wasn’t wrong.

That single cigar turned into a moment of tranquillity—and a story worth sharing.

The Philosophy Behind Project 40

The name “Project 40” isn’t just branding—it’s inspired by a psychological theory aimed at influencing happiness and mindfulness. According to Alec Bradley’s official site:

“Project 40 is the search to find a deeper understanding as to why cigars have a positive cognitive impact on the mind and body... Similar to music, cigars have a calming effect that allows us to feel in control as well as feel rewarded.”

Crafted to balance flavour, price, and experience, this stick is designed to be more than just a cigar—it’s intended to be a moment of self-care.

Cigar Specs:

  • Wrapper: Nicaragua

  • Binder: Brazilian Habano

  • Filler: Nicaragua

  • Size: Robusto (5" x 50)

  • Strength: Mild to Medium

  • Release Year: 2019

The cigar features two bands—one bearing the Project 40 name and the other marking it as part of the Experimental Series. The wrapper has a light brown, paper bag hue with visible oils and minimal veins.

Tasting Notes: A Flavour Journey

First Third:
Upon toasting and lighting, I’m greeted with an enticing sweetness. Notes of raisins, almonds, and nutmeg define the first third. The retrohale introduces coffee and earth, which begin to work their way onto the palate as the first third closes out. The finish is mouthwatering, with a medium-length linger.

Second Third:
The sweetness fades into the background and disappears around the halfway mark. At this point, coffee takes the lead alongside earthy notes and black pepper. The finish lengthens slightly, and the retrohale occasionally brings back a touch of sweetness.

Final Third:
Coffee and earth dominate. In the final puffs, earthiness becomes the star. The retrohale surprises me with a return of those raisin notes, along with a trace of almonds and persistent pepper.

Final Thoughts:

For a budget cigar, the Alec Bradley Project 40 blew me away. It punches well above its price point in both complexity and construction. It’s the kind of stick that pairs beautifully with a morning coffee or fuels conversation at a laid-back gathering with friends.

If happiness really is 50% genetic, 10% circumstance, and 40% intentional activity, then smoking a Project 40 might just be the best decision you make today.

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