However, the brand truly bloomed after it was acquired by José "Pepin" Rodriguez Fernández, former head of the Cabañas factory in Havana, and his firm, Rodríguez, Argüelles y Cia, in 1903.

Being a very cosmopolitan man, Rodriguez constantly travelled across Europe and the Americas, actively promoting his brand, and entering his horse, the aptly named Julieta, in racing events across the world.

As a result of his salesmanship, the brand became exceptionally popular around the world among wealthy customers, many of whom demanded personalized bands for their cigars.

[1][2] The flagship vitola of the brand is named in his honour, a long 7" by 47 ring gauge cigar known as the Churchill.

After Rodriguez's death in 1954 at 88 years of age and the revolution and subsequent nationalization of the tobacco industry, the brand was moved to La Romana in the Dominican Republic, where production of a Romeo y Julieta cigar for the American market continues today under the direction of Altadis U.S.A.