Does the name of the brand refer to the San Luis region in the Vuelta Abajo, where some of the world's finest cigar tobacco is grown, hence the name as the "King of San Luis"?

Or is it based on a reference to the popular 1927 novel by American author Thornton Wilder, The Bridge of San Luis Rey? In either case, the brand was created in 1938 and leans toward the lighter side in strength.