Ernesto Perez-Carrillo, a renowned figure in the world of premium cigars and the long-time creator of La Gloria Cubana cigars, is parting ways with the General Cigar Co./Swedish Match AB family. His departure from the company is set for March 15th.
At the age of 57, Perez-Carrillo is embarking on an exciting new venture, teaming up with his daughter, Lissette, aged 35, and his son, Ernesto Perez-Carrillo III, aged 27, to establish a fresh cigar business.
“My decision to leave is primarily driven by my children’s desire to be part of this new endeavour,” Perez-Carrillo shared with Cigar Aficionado. “The opportunity to collaborate with my kids is a rare and treasured chance.”
The legacy of Ernesto Perez-Carrillo (officially Ernesto Perez-Carrillo Jr.) traces its roots to the time when he worked alongside his father, Ernesto Perez-Carrillo Sr. “Working with my dad, I didn’t fully comprehend – until his passing – how much I had learned. Not only about the tobacco industry but also about how to treat people.”
Perez-Carrillo is leaving behind the iconic La Gloria Cubana and El Rico Habano brands, which Swedish Match will continue to oversee. Additionally, the legendary Calle Ocho cigar factory El Credito Cigars Inc., founded by his father in 1968, will remain under Swedish Match ownership.
Swedish Match acquired El Credito Cigars from Perez-Carrillo in 1999 under undisclosed terms. The El Credito cigar portfolio is handcrafted in Miami and Santiago, Dominican Republic. Swedish Match has committed to retaining all El Credito factories and the personnel engaged in the El Credito brands’ production, manufacturing, and marketing.
“I feel like I need to reinvent myself,” remarked Perez-Carrillo, the mastermind behind the highly successful La Gloria brand, which enjoyed immense popularity during the 1990s cigar boom. “I want to see if I can recreate that success—it’s a challenge.”
Lennart Freeman, President of Swedish Match International, expressed his appreciation for the fruitful collaboration with Ernesto over the past decade. “Throughout his tenure with the company, Ernesto has been a mentor, passing on his expertise and insights to the craftsmen who will continue to create the products cherished by premium cigar enthusiasts. We eagerly anticipate maintaining our association with Ernesto and extend our best wishes for his triumph in his upcoming venture.”
