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Plasencia Cigars has a new head of U.S. sales, and it’s someone who has been with the brand since its first day in American shops. Javier Carranza has been promoted to Vice President of Sales, United States, the company announced on October 20.

Carranza joined Plasencia in 2016 as U.S. National Sales Director. That was the year the Plasencia family started its own U.S. distribution as Plasencia 1865 and released Alma Fuerte, the first of its branded lines. Alma del Campo and Alma del Fuego came after, and Alma del Cielo shipped by the end of April 2025. In 2023, PCA The Magazine described Carranza as the national sales director leading the company’s inside and outside reps across the country.

During that stretch, Plasencia cigars landed on Cigar Aficionado’s Top 25 list six times: Alma Fuerte Generación V at No. 9 in 2017, Cosecha 146 San Luis at No. 24 in 2018, Alma del Fuego Concepción at No. 13 in 2019, Cosecha 146 La Vega at No. 19 in 2020, Reserva Original Corona at No. 25 in 2022 and Cosecha 151 La Música at No. 17 in 2024.

In the new role, Carranza will run Plasencia’s U.S. sales organization and commercial strategy. According to the company, that includes retailer partnerships, developing the sales team and refining how the cigars are distributed.

“Javier has been an integral part of Plasencia’s journey in the United States, helping build our branded business from its earliest days,” said Ed Bello, Chief Executive Officer of Plasencia Cigars. “His leadership, deep understanding of the premium cigar industry, and commitment to our retail partners have contributed significantly to our growth. This promotion recognizes his accomplishments and reflects our confidence in his ability to lead our U.S. sales organization into its next chapter.”

Bello took over as CEO on April 1, 2025, after about 15 years at Diageo, most recently as CMO of Catalyst Spirits, and more than a decade at Procter & Gamble before that. He succeeded Jim Young, who had served as interim CEO since September 2023.

“When Javier joined us ten years ago, we were beginning an important new chapter in our family’s history, building a cigar brand that would carry the Plasencia name,” said Néstor Andrés Plasencia. “He believed in our vision from the very beginning and has dedicated himself to helping us bring that dream to life. Over the years, Javier has become much more than a colleague. He has become part of our family. We are incredibly proud of the leader he has become, but even more proud of the person he is. This promotion is a recognition of his dedication, loyalty, and the trust he has earned, and I look forward to everything we will continue building together.”

Carranza was born in San Pedro Sula, Honduras, and grew up in Miami. He has roughly 12 years in the premium cigar business, and before Plasencia he worked for Gurkha Cigars, House of Emilio and AJ Fernandez.

“Being part of Plasencia’s growth over the past ten years has been an extraordinary experience,” said Javier Carranza, Vice President of Sales, United States. “When I joined the company, we were building something that went far beyond selling cigars. We helped establish a legacy that carries the Plasencia family name. I’m grateful for the trust the family and our leadership have placed in me, and I look forward to continuing to build on what we’ve accomplished alongside our team and the retail partners who have supported us throughout this journey.”