Tabacalera USA Names New Head of Casa de Montecristo

Tabacalera USA Names New Head of Casa de Montecristo

The Casa de Montecristo chain of branded cigar stores and lounges is getting a new chief. Tabacalera USA, the U.S.-based premium cigar division of global tobacco giant Imperial Brands PLC that owns Casa de Montecristo, has tapped Brad Winstead to take over as the new head.

Winstead was previously the head of marketing for Altadis U.S.A., the premium cigar arm of Tabacalera USA that makes and distributes non-Cuban premium cigar brands such as Montecristo, Romeo y Julieta, and H. Upmann. He joined Altadis in 2007 as a territory sales manager.

“We are very proud of Brad’s continued growth within the company,” said Javier Estades, head of Tabacalera USA. “We expect Brad will bring the same energy and passion to Casa de Montecristo that we’ve seen with his leadership of the Altadis U.S.A. marketing and sales teams.”

Winstead replaces Luis Miguel Torres, who held the position for less than a year.

Casa de Montecristo operates 28 retail stores in 11 states as well as a store in Washington, D.C.