Joya de Nicaragua: Interview with Juan Martinez

This year at the AITS Ignite show, one of the honored guests was Juan Martinez from Joya de Nicaragua. During the conference, we had the opportunity to spend some time with Martinez to discuss Joya de Nicaragua and the changes in the UK market over the past few years.

In our latest video, we sit down with Juan Martinez, who has been the Executive President of Joya de Nicaragua since 2013. The company, established in 1968, is one of the oldest cigar brands in Nicaragua. Over the years, it has undergone and witnessed numerous changes. Perhaps the most significant of these changes is the growing preference for “New World Cigars,” a term coined by Tor Imports, which includes brands like Joya de Nicaragua.

Martinez elaborates on some of the reasons behind this shift. While markets outside the US have traditionally been dominated by Cuban cigars, the industry’s focus has gradually broadened. This change has been a long time in the making.

Martinez also discusses the impact of social media and how it has influenced the younger generation’s interest in cigars from various regions. Platforms like Instagram and YouTube have made it easier for enthusiasts to share their experiences and discover new brands, sparking curiosity among younger smokers. This demographic seems more open to trying cigars from different regions, including New World options, which has helped broaden the market’s horizons.

Watch our full interview with Juan Martinez in the video below to learn more about these industry trends and the future of Joya de Nicaragua.