Sans Pareil has confirmed Joseph Perkins as its new Vice President of National Sales, formalizing a leadership role he has been executing with notable success since mid-2025.
Perkins first joined the company in July 2025 under a strategic interim arrangement designed to evaluate long-term alignment. According to David Swinburne, CEO of Sans Pareil, the decision to structure the role as a trial was intentional, allowing the company to assess Perkins’ leadership style, sales acumen, and ability to expand market presence before making the appointment permanent.
While Perkins is new to the premium cigar industry, Swinburne emphasized that his background in luxury consumer goods made him a natural fit. His experience centered on high-value products sold through relationship-driven, consultative channels—an approach that closely mirrors the dynamics of premium cigar retail.
“From the outset, Joe demonstrated an ability to elevate performance across the board,” Swinburne said. “He consistently surpassed expectations, strengthened account relationships, and delivered tangible growth month after month. His impact was both immediate and sustained.”
In his expanded role, Perkins will direct all U.S. sales operations, including oversight of national accounts and broker partnerships. He will also spearhead efforts to deepen collaboration with a curated network of U.S. tobacconists and strategic partners, ensuring that Sans Pareil’s portfolio is showcased in retail environments that reflect the brand’s emphasis on craftsmanship, integrity, and selective distribution.
Swinburne noted that Perkins’ interpersonal skills played a major role in the company’s decision.
“Joe brings a commanding presence, but more importantly, he brings trust,” Swinburne said. “The relationships he builds—with retailers and consumers alike—speak directly to the foundation of this industry. He also opened doors to longstanding relationships that had previously been out of reach for the brand.”
Industry Confidence in Perkins’ Leadership
Perkins’ appointment has drawn praise internally as well. Alexander J. Gonzalez highlighted the momentum created under Perkins’ leadership since his arrival.
“I have been working with Joe since mid 2025 and I am impressed with all he has accomplished with Sans Pareil in such a short time period,” Gonzalez said. “The future looks bright for Sans Pareil!”
Before joining Sans Pareil, Perkins held a senior role at MSI, where he worked in the national distribution of countertops, tile, and architectural surfacing products, further refining his expertise in premium sales strategy and large-scale account management.
With Perkins now officially leading national sales efforts, Sans Pareil appears positioned to continue its measured expansion while maintaining the brand discipline that has defined its identity.
170. PCA 2026 Preview: Sans Pareil CEO & VP on What’s Coming | The Cigar Guys Podcast – The Cigar Guys Podcast
- 170. PCA 2026 Preview: Sans Pareil CEO & VP on What’s Coming | The Cigar Guys Podcast
- 169. Can We Guess These Whiskeys? Blind Barrels Challenge | The Cigar Guys Podcast
- 168. What to Expect at PCA 2026 – William Marante Joins Us | The Cigar Guys Podcast
- 167. Joe Perkins on Sans Pareil Cigars & His Career Journey | The Cigar Guys Podcast
- 166. Fermin Perez: From Seed to Cigar, Building His Own Empire | The Cigar Guys Podcast
