By Timothy S. Donahue

Top Takeaways?

Leadership shift: SAG Imports appoints Jaime Flórez-Estrada CEO to lead U.S. distribution strategy
Industry experience: Veteran executive brings background from Drew Estate, Royal Agio and Global Premium Cigars
Market focus: Move reinforces Joya de Nicaragua and Quesada’s long-term commitment to scaling in the U.S.

A new leadership structure is taking shape in the premium cigar-distribution space. SAG Imports has named Jaime Flórez-Estrada chief executive officer, effective April 1, as the joint venture seeks to expand its presence in the U.S. market.

Flórez-Estrada most recently served as global chief growth officer at Global Premium Cigars, the parent company of the 1502 brand, and previously held senior marketing roles at Drew Estate and Royal Agio USA. His appointment is directly tied to the company’s structure and history.

SAG Imports launched late last year as a joint distribution platform for Joya de Nicaragua and Quesada Cigars, two family-owned brands that continue to operate independently while sharing U.S. distribution. Flórez-Estrada also brings firsthand experience with one side of that partnership.

During his tenure at Drew Estate, he worked alongside Joya de Nicaragua, which Drew Estate distributed in the U.S. from 2008 through 2025.

“I’m honored to lead SAG at such a transformative moment for both the Quesada and Joya de Nicaragua families,” Flórez-Estrada said in a statement. “This partnership represents a long-term commitment to the U.S. market, one designed to elevate the experience for our retail partners and bring cigar lovers closer to the brands and moments they cherish. The talent and passion already on this team is remarkable. Together, we’ll honor the heritage of both families and grow something lasting.”

The move signals a more formal push to build a unified distribution strategy in the U.S., one of the world’s most competitive and valuable cigar markets.