Two of the most respected names in the world of premium cigars, Joya de Nicaragua and Quesada Cigars, are joining forces under SAG (formally SAG Imports Inc), a renewed U.S. distribution platform led jointly by the Martínez and Quesada families.
This partnership marks the beginning of a new chapter – one that connects 108 years of heritage, craftsmanship, and family values with a modern approach to the U.S. cigar market. Together, both companies bring a portfolio of iconic, award-winning brands, including Quesada’s Casa Magna and Joya de Nicaragua’s Antaño and Número Uno, each representing decades of excellence and trust among retailers and cigar lovers worldwide.
Rooted in complementary traditions, the alliance brings together the Nicaraguan intensity and character of Joya de Nicaragua with the Dominican balance and refinement of Quesada Cigars. The result is a comprehensive portfolio that offers U.S. retailers and consumers a richer, more complete range of premium cigar experiences.
“For us, this moment is a continuation of our family’s story, “said Raquel Quesada, President of Quesada Cigars. “As the fifth generation to lead the business, my sister Patricia and I feel a deep gratitude for the legacy we inherited and a renewed desire to express our own voice within it. Joining forces with Joya de Nicaragua through SAG allows us to honor where we come from while shaping what comes next: building a home where tradition and creativity inspire one another, and where every cigar carries a piece of our history and our hope for the future.”
Juan Ignacio Martínez, Executive President of Joya de Nicaragua added “this is a story of mutual respect and shared purpose. Our families have known each other for more than three decades. By coming together, we are not only honoring our histories but also taking an important step forward in the U.S. market — the largest and most influential cigar market in the world, a place that has welcomed our brands with warmth for generations. For Joya de Nicaragua, exploring the potential of our own distribution effort, and doing this in a way that is unique to ourselves, our history and our voice, has been a long-held aspiration; doing so alongside the Quesada family makes this moment even more meaningful. With SAG, we can serve our friends, retailers, and partners with greater dedication, staying true to the values that define us while building a stronger future together”.
SAG will once again serve as U.S. commercial home for both Quesada Cigars and Joya de Nicaragua, bringing together logistics, trade marketing, and sales under one aligned operation. A renewed management and sales organization will focus on operational excellence, brand stewardship, and partnership with the trade, guided directly by the Martínez and Quesada families. The renewed leadership team includes:
- Joel Fernandez – National Sales Director
Overseeing sales strategy and trade relationships. - Maria Fernanda Piuzzi- Director of Administration & Operations
Leading logistics, fulfillment, and operations. - Cristhian Lanzas – Marketing Director, USA
Managing brand development, communications, and consumer engagement.
A strengthened field sales team will be introduced to trade partners in early 2026, with an emphasis on consistent service and collaboration. This partnership marks a new chapter for both Quesada Cigars and Joya de Nicaragua, reaffirming their commitment to the craft and to the community of tobacconists and cigar enthusiasts who sustain the premium cigar world.
