Scandinavian Tobacco Group (STG), the owners of popular brands like Macanudo, CAO, and others under its General Cigar subsidiary, has appointed Craig Reynolds to oversee its entire North American business. Reynolds will maintain his current position as executive vice president of STG and president of Cigars International, the cigar industry's largest online and catalogue business.
"My title remains the same," said Reynolds in an email to Cigar Aficionado. "I have just taken on new responsibilities."
Reynolds will assume management of STG Lane, the company's fine cut and pipe tobacco sector, and STG Canada. He will still play a role in the global premium cigar sector, but that team will now report directly to Régis Broersma, the president of General Cigar Co.
According to Reynolds, the shift will "allow [Broersma] to directly manage the General Cigar brands that are sold globally and optimize collaboration." STG says premium cigars account for more than one-fourth of its business.
Management roles for STG's subsidiaries consist of Broersma heading General Cigar, Kelly Michols as president of STG Lane, Sylvain Laporte as managing director of STG Canada and Reynolds as president of Cigars International. In his new role, Reynolds will now oversee all four entities, but they will continue to operate as separate businesses.
Reynolds was named executive vice president in November 2015, in concurrence with Broersma's appointment to president of General Cigar.
News of the change in leadership comes at the heels of General Cigar Co. parting ways with its vice president of marketing, Alan Willner.