The pending split between Crowned Heads and Ace Prime (now Luciano Cigars) is now publicly becoming acrimonious. This evening Crowned Heads issued a statement saying it has filed a Cease and Desist against Luciano Cigars.

The Statement from Crowned Heads was as follows:

On September 22, our attorneys contacted Mr. Luciano Meirelles and all associated with
Luciano Cigars (formerly Ace Prime Cigars) and have 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.

Following publication of this story, Luciano Meirelles issued the following statement:

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.

The obvious impression is that this PR was purposely released two hours before my appearance at Cigar Dojo. It seems like a desperate action because of several interviews with different media and they seem to be afraid I would reveal any of our relationship or business issues. I would never do that, because it would unethical and against the very core principles I live by.

A spokesperson from Crowned Heads informed Cigar Coop that in regards to a cease and desist from Luciano Cigars/Ace Prime that Crowned Heads never received one.

Last week came word that Crowned Heads and Ace Prime were ending their strategic partnership effective November 1, 2022. Surrounding that announcement, both parties claimed that they had terminated the distribution agreement with the other. Following the announcement, Ace Prime announced it was rebranding as Luciano Cigars.