JR Cigar, Santa Clara & Casa de Monteristo Get New Bosses

Earlier this month, Tabacalera USA made a variety of executive changes to its retail businesses.

Brad Winstead, who previously served as the ceo of JR Cigar, has been named the ceo of Casa de Montecristo and Santa Clara, Inc. He replaces Sherri Sieminski, who had served as the head of Casa de Montecristo since late 2023. Winstead is a longtime employee of Tabacalera USA, who spent most of his career working for Altadis U.S.A., a separate division within Tabacalera USA.

Sources told halfwheel that Sieminski is no longer with the company.

Nicolas Maslowski, who was previously the coo of e-commerce for JR Cigar, is now the ceo of JR Cigar.

JR Cigar is the company’s most famous retail business. Founded 55 years ago by Lew Rothman in New York City, JR Cigar became a powerhouse in the mail-order cigar business, which continues to this day with both a physical catalog and various online stores. There are also a few remaining JR Cigar retail locations, including a franchise store in St. Louis that is not part of Tabacalera USA.

Casa de Montecristo is Tabacalera USA’s chain of physical retail stores, which are marketed as higher-end options than what JR was known for. There are 14 stores across Florida, Michigan, New York, New Jersey, North Carolina, Tennessee, Texas and Washington, D.C. In addition, there are also Casa de Montecristo franchise stores.

Santa Clara, Inc. is the wholesale distribution arm of JR Cigar that sells cigars to other retailers.

“When it comes to the leadership, these moves reflect not just the success and versatility of these leaders, but the spirit and character of our entire organization,” said Javier Estades, president and ceo of Tabacalera USA, in a press release. “Delivering innovative premium cigars, exciting new programs and excellent customer service to our trade partners and adult consumers is our priority. It starts at the top and runs throughout our entire organization.”