In a strategic move that underscores the value of collaboration and family-owned heritage in the premium cigar industry, Joya de Nicaragua and Quesada Cigars have announced the formation of SAG, a joint U.S. distribution platform that brings together the sales, logistics, and marketing operations of both companies under a unified structure.
The new entity revives a historic connection between the two companies. Quesada’s U.S. distribution arm, formerly known as SAG Imports Inc., once handled the American wholesale business for both brands before Joya de Nicaragua transitioned to another partner in the late 2000s. Now, with SAG relaunched as a joint venture owned and led by the Martínez family of Joya de Nicaragua and the Quesada family, the two heritage houses aim to strengthen their presence and service in the United States — the world’s most significant premium cigar market.
The new entity revives a historic connection between the two companies. Quesada’s U.S. distribution arm, formerly known as SAG Imports Inc., once handled the American wholesale business for both brands before Joya de Nicaragua transitioned to another partner in the late 2000s. Now, with SAG relaunched as a joint venture owned and led by the Martínez family of Joya de Nicaragua and the Quesada family, the two heritage houses aim to strengthen their presence and service in the United States — the world’s most significant premium cigar market.
For retailers, this collaboration represents more than a change in distribution mechanics — it signals a renewed emphasis on direct partnership, alignment of brand and trade objectives, and consistent service across diverse markets. Both families emphasized that the new arrangement honors decades of mutual respect and shared values, while also opening the door for future growth and innovation.
Joya de Nicaragua brings its bold Nicaraguan character and storied portfolio — from Antaño to Número Uno — while Quesada contributes its legacy of balanced, refined Dominican craftsmanship. Under the SAG banner, retailers can expect a consolidated approach to brand development, market support, and product availability that draws on the strengths of both cigar makers.