Crowned Heads, Luciano Meirelles Send Cease and Desists to One Another

The dispute between Crowned Heads and ACE Prime/Luciano Cigars is heating up.

Yesterday, attorneys representing Crowned Heads sent a cease and desist letter to Luciano Meirelles of ACE Prime, now known as Luciano Cigars, regarding what Crowned Heads describes as “defamatory comments made towards Crowned Heads.”

In a statement provided to halfwheel, Crowned Heads said:

On September 22, our attorneys contacted Mr. Luciano Meirelles and all associated with Luciano Cigars (formerly Ace Prime Cigars) and have the served notice of the following:

Mr. Meirelles and associates are to immediately cease and desist with any and all defamatory comments made towards Crowned Heads and those associated with Crowned Heads. To this point, these comments have included falsehoods, portions of electronic communications that were intentionally and deliberately altered to be taken out of context, and fabricated stories that hold zero truth or merit. Rest assured, Crowned Heads is pursuing all legal remedies to defend its hard earned reputation in the cigar industry.

Jon Huber, co-founder of Crowned Heads, declined to comment on what comments the cease and desist references.

In a statement, Meirelles says he was the one that first sent a cease and desist to Crowned Heads:

unfortunately CH had taken the unsavory approach of publicly airing a business dispute. The truth is that we sent them a cease and desist first which is supported by dated emails and they apparently believe that it is necessary to take the position that the best defense is a great offense.

Sometimes in relationships, we see things differently. Those differences can change the direction of the relationship. Differences don’t necessarily mean we have to harbor ill will towards those with whom we disagree.

Disagreements can make people very emotional, and in emotional states, we perceive things differently. I can’t speak to how CH perceived what happened, but I made the decision to move forward with LC. This decision was emotional for me too, as I enjoyed working with the CH team. We created beautiful cigars together and brought joy to many in the cigar community. The decision to part way was not easy, but it was the best decision for the direction I wanted to move.

I believe this is a desperate action because I have several interviews with different media and they are afraid I would reveal any of our relationship. I would never do that because it would unethical and against the very core
Principles I live by.

they don’t have to fear anything because Im a man of integrity I just can’t stand lies.

Last week, the two parties separately announced that the distribution agreement that saw Crowned Heads distribute ACE Prime cigars would come to end effective Nov. 1. On Monday, ACE Prime announced that it would rebrand itself to Luciano Cigars and take over its distribution.

While the two sides both acknowledged that the distribution agreement would end on Nov. 1, there remain many other disputes about what has transpired and what will happen in the future. For example, one of them is the future of Tabacalera Pichardo and the brands that it makes.

This week’s Luciano Cigars press release indicated that the factory would now be known as “Luciano Cigar Factory.” That factory makes brands such as Juárez, Le Pâtissier, Mil Días and others for Crowned Heads, as well as the recently-released Ozgener Family Cigars lines.

Previously, Huber told halfwheel that Crowned Heads has “spent (the) last six months securing the futures for all brands. Will reveal more details and specifics in future press release(s).”