From his start working in a cigar shop, to working as a sales representative, and now as the head of Bentley Cigars US distribution, Jonathan Carney has been living the cigar life for over twenty years. He learned early never to compromise values or vision when trying to create something special. He talked with Cigar Life Guy about his partnership with Martin Schuster, the goals for the Bentley brand, and the connection between the culinary arts and the art of making cigars.
First Premium Cigar Experience
Cigar Life Guy: Tell me about your first premium cigar experience.
Jonathan Carney: I had my first premium cigar experience during my freshman year of college with a very close friend. We used to have weekly cigar sessions in an outdoor common area near our dorms. It became a little tradition for us—a way to unwind and escape the pressures of school. At the time, it felt incredibly sophisticated. We thought we had life all figured out back then. Those moments are still some of the most vivid memories I have.
The Cigar Industry & Bentley Brand
Cigar Life Guy: You’ve been in the cigar industry for over twenty years. How did you get your start?
Jonathan Carney: Back in college, we’d “study” at Corona Cigar Company between classes. We’d grab Cuban sandwiches, light up a couple of cigars, and maybe enjoy a drink or two, depending on how important the next class was. After graduating, I spent a few years in the hospitality industry. While attending graduate school, I started working part-time at a cigar shop in Orlando, Florida—just a couple of days a week for some beer and cigar money. That eventually evolved into opportunities in marketing and sales, and led to a formal role as a sales representative covering New York and New England.
Cigar Life Guy: You were recently appointed to head Bentley Cigars’ US distribution. What made Bentley a good fit for you?
Jonathan Carney: I grew up in an entrepreneurial family, so I’ve always had that drive. I saw firsthand how challenging it is to build something from the ground up. Watching my dad build his businesses successfully over the years really shaped me. I knew that if I could align with a brand and team that shared my values and vision, I could help create something truly special.
Fortunately, Martin Schuster—a fourth-generation cigar maker and someone I’ve known for nearly 15 years—was looking to expand his Bentley brand into the U.S. market. We spent a lot of time in late summer and fall of 2024 discussing the brand and the business. In December, we made the decision to officially partner and launch Bentley Tobacco | USA. It’s been a true blessing, and I’m incredibly proud to be building this premium cigar business alongside Martin and his family. He’s one of the most genuine people I’ve ever worked with, and our shared trust and alignment make this venture really meaningful.
Cigar Life Guy: What are your goals for the US market and the Bentley brand?
Jonathan Carney: Our focus is quality over quantity. We absolutely want to grow and establish Bentley as a premium, successful brand—but never at the cost of our retail partners or at the expense of our core values. We’re in it for the long game. Our goal is to position Bentley as a marquee brand in premier retailers across the U.S. and globally.
Cigar Life Guy: What makes a luxury line like Bentley stand out, and how do you want the world to perceive the brand?
Jonathan Carney: Our motto is “Drive By Taste,” which isn’t just about the cigars—it reflects the way we present the entire brand. “Taste” is subjective, and we want each consumer to experience our cigars in their own unique way. We hope that people see the Bentley brand as something that’s tastefully crafted and intentionally designed.
If I could sum it up with a playful twist, I’d say: “Tastefully Driven By Taste.” It captures both the product experience and the thoughtful aesthetic behind the brand.
The Cigar Community
Cigar Life Guy: What is your favorite aspect of the cigar community and the cigar life? What makes cigar smokers so unique?
Jonathan Carney: There’s truly nothing like the cigar community. No matter what’s going on in your life or how hectic your day is, you can light up a cigar, sit down with someone—maybe even a stranger—and in that moment, you’ve got a friend. Sometimes those moments turn into lifelong connections. That kind of camaraderie is rare, and it’s what makes the cigar lifestyle so special.
Cigar Life Guy: What is one of your passions outside of cigars? What would people not know about you?
Jonathan Carney: I’ve always been fascinated by new technologies. I started building websites as a hobby back in the late ’90s when HTML was just becoming more mainstream. Even today, I still enjoy designing and creating, especially with how much more accessible tech tools have become.
Another big passion of mine, which is a bit more well-known, is food. I’m deeply connected to culinary experiences—whether it’s a simple dish or a gourmet creation, I love the storytelling and expression that comes through food. It’s an art form for me, just like cigars.
Follow Jonathan on Instagram and check out the latest from Bentley Cigars here.
Photo Credit: Jonathan Carney