Joya de Nicaragua And Quesada Cigars Join Forces In New U.S. Distribution Deal
Quesada Cigars is teaming up with Joya de Nicaragua to create a new, U.S. distribution company that will handle the products of both companies, forging a closer relationship between the family-owned operations. Both have a long history in the business: Quesada has been making cigars in the Dominican Republic since 1974, while Joya de Nicaragua is the oldest producer of handmade cigars in Nicaragua, opening its doors back in 1968. In addition to making the Quesada brand, Quesada Cigars also produces Casa Magna. Joya de Nicaragua is known for its Antaño lines as well as Número Uno.
“The new generation is partnering together,” said Raquel Quesada, president of Quesada Cigars, during a video call yesterday with Cigar Aficionado that also included her sister, Patricia. “This is not an acquisition, but a commercial partnership.”
Juan Ignacio Martínez, executive president of Joya de Nicaragua, was also on the call. “We are quite excited,” he said. “We have a lot in common, and a lot of differences.”
The two companies are going to jointly create a new distribution arm called SAG, which will bring together logistics, trade marketing and sales under one aligned operation. It will have a new management and sales organization, and is expected to be in place at the start of the new year. Team members include Joel Fernandez, who will serve as national sales director; Maria Fernanda Piuzzi, director of administration and operations and Cristhian Lanzas, marketing director.
Quesada formerly distributed its cigars in America under its own distribution arm, called SAG Imports Inc., which was replaced by the new SAG, jointly owned by Joya de Nicaragua and the Quesadas. Joya de Nicaragua had been distributed in the United States by Drew Estate.
This new venture is a reunion of sorts, as the Quesadas distributed Joya de Nicaragua’s cigars in the United States under its SAG umbrella from 2000 to 2007. More recently, Joya de Nicaragua served as international distributor for Quesada. The two companies—and the leadership teams who run them—have known each other for years.
Both companies stressed that nothing would change in how each company makes their respective cigars.
