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Casa 1910 and Smoker Friendly begin a new partnership…and start writing a new chapter.

Jason Harris·

AG Secures Strategic Investment and Retail Alliance with , Marking a New Chapter for Cigars in the US

Partnership brings together the country’s largest brick-and-mortar tobacco retailer and the fastest-growing premium cigar brand, capitalizing on the rise in popularity of tobacco – a trend that has been building across the industry for years.

Zug, 07.24.2026 — AG, the Swiss-incorporated premium cigar house built on 100% tobacco from the San Andrés valley, today announced a strategic investment and equity partnership with , the largest brick-and-mortar tobacco retailer in the United States with more than 1000 points of sale nationwide. The deal marks ‘s entry as a strategic industry partner in , and stands as one of the most significant alliances the cigar category has seen to date.

Financial terms of the investment were not disclosed. What has been made clear is the scope of ambition behind it: the two companies describe the partnership as a shared commitment to growing the market share of cigars in the US.

A Five-Year Foundation

has spent the past five years building a reputation as one of the category’s more authentic entrants — a brand rooted in provenance. Its tobacco is grown and processed in the San Andrés valley of Veracruz, its cigars are handrolled, and its identity draws directly on the legacy of the Revolution of 1910. In an era where -themed cigar releases, and the rise in popularity of San Andres tobacco have multiplied rapidly, ‘s claim to the category rests on something harder to replicate: a genuine supply chain and a authentic story.

That distinction has not gone unnoticed. Since inception, the company has raised over $3 million USD from a renowned group of European and American family offices. During this time period, has assembled a global distribution footprint spanning 39 countries and more than 55 airports across Europe, Asia, and North America, with Heinemann Group and Avolta — two of the largest players in global travel retail. 

Weight Behind the Deal

The investment marks a significant milestone for . Terry Gallagher, CEO and owner of , serves as chairman of the Cigar Association of America (CAA), the leading trade association in the world’s largest cigar market. His involvement, alongside President and owner Dan Gallagher, reflects a long term partnership and industry validation from one of the most established retailers, at a moment when the cigar category is ripe for expansion.

The strategic investment by also builds on ‘s alliance with Proximo Spirits, the distribution arm of José Cuervo (the largest tequila producer in the world), holding roughly 25% of the US tequila market. This partnership pairs cigars with Proximo’s crown jewel of the portfolio, Reserva de la Familia. Together, the two brands hosted more than 200 in-person events across the world last year. Going forward, they will continue to bring this unique tasting experience to retailers and lounges across the US and beyond.  

For , this investment is a way to get ahead of a trend already reshaping premium cigar sales. tobacco — and Negro San Andrés in particular — has grown steadily in popularity over recent years. Yet few national retailers carry an authentic brand. Fewer still have taken an ownership stake in one. By moving early, secures a differentiated, fast-growing brand ahead of broader market recognition.

At the same time, it addresses a consumer base that has long been underserved. Hispanics represent roughly one in five people in the US, with more than 40 million Americans nationwide — a community with strong cultural identity that has never had an authentic cigar brand at national retail scale.

‘s reach makes that opportunity actionable. Converting even a meaningful share of

American consumers into regular cigar smokers remains almost entirely untapped — and both companies now share the ambition, and the infrastructure, to pursue it.

The partnership is part of a broader trajectory — not a single milestone and is the clearest sign yet that has moved from an emerging name to one commanding attention across the cigar industry.

Jamie Baer – Co-Founder of AG. Jamie@casa1910.com

Serge Bollag – Co-Founder of AG. Serge@casa1910.com

“We built to bring something real to a category that has too often settled for imitation. Partnering with is a milestone we’re incredibly proud to announce — and a reflection of the trust the Gallagher family has placed in this brand. Terry and Dan have long been ahead of where this industry is heading, and we’re grateful to welcome on board such respected partners.”

— Jamie Baer and Serge Bollag, Co-Founders, AG

 “ is thrilled to make a strategic investment in and excited to be a part of the vision Jamie and Serge have to grow the brand in the US and globally.” – Terry and Dan Gallagher, Co-owners of Smoker Friendly