Altadis U.S.A. Expands Marketing Staff


The revamp of Altadis U.S.A.’s marketing staff continues with two new faces.

Rick Alvarez has joined the company as director of brand marketing and will report directly to Rob Norris, the company’s ceo. Alvarez most recently served as the international marketing manager for Dr. Pepper Snapple Group and previously worked with William Grant & Sons, a liquor company, and Chattem, a company that makes over-the-counter medicines such as IcyHot and Rolaids.


Altadis U.S.A. has also announced that it has hired Eddy Guerra as a senior brand manager. He will join the company on Feb. 1. Guerra has served as the marketing director for Gurkha since April 2016.

It’s the latest in a long list of changes that has seen Altadis U.S.A. replace nearly its entire marketing team, as well as its longtime outside agency, in a two-year period.

Altadis U.S.A. is an Imperial Brands, plc company. It sells Montecristo, Romeo y Julieta, H. Upmann, Trinidad and others in the U.S. Because of trademark and legal issues, the company only sells these particular cigars in the U.S. It also sells non-Cuban marks like Henry Clay and VegaFina and is the distributor of the Aging Room portfolio of cigars.

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Charlie Minato
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I am an editor and co-founder of Media, LLC. I previously co-founded and published TheCigarFeed, one of the two predecessors of halfwheel. I handle the editing of our written content, the majority of the technical aspects of the site and work with the rest of our staff on content management, business development and more. I’ve lived in most corners of the country and now entering my second stint in Dallas, Texas. I enjoy boxing, headphones, the Le Mans 24-hour, wearing sweatshirts year-round and gyros. echte liebe.

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