Late last night, Emmanuel “Manny” Ferrero, senior vice-president of sales for Ashton, passed away at the age of 63 in Cabo San Lucas at the Tobacconists Association of America convention. Ferrero collapsed while dancing from an apparent heart attack.

Ashton waited to issue comment until this morning, after the Ferrero family and Ashton sales force was notified of his passing. Earlier today they posted the following on their Facebook page:

It is with a very heavy heart we must inform you that Emmanuel “Manny” Ferrero, our Senior Vice President has had a heart attack and passed away. He was attending the annual Tobacconists Association of America meetings and convention in Cabo San Lucas, Mexico with his wife Rose, Sathya Levin and Meera Levin.

Manny loved the cigar business more than anyone and he worked as hard as he played. He loved to have fun and his family, friends and Ashton were the center of his Universe.

We will miss him terribly.

Ferrero was an industry veteran who originally worked for Holt’s, the retail operation also owned by the Levin family, before moving to work at Ashton. He was known for his highly energetic personality and his love for Ashton and the industry as a whole.

(Photo via Ashton. Charlie Minato contributed to this article.)

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Patrick Lagreid

I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for, plus I'm a voice over artist. I previously covered the Phoenix and national cigar scene for, and was an editor for Cigar Snob magazine.