Cigar Industry

New Leaders For General Cigar Co.

Nov 17, 2015 | By Gregory Mottola
New Leaders For General Cigar Co.

General Cigar Co. is under new leadership. Régis Broersma has been appointed General's president. He will report to Craig Reynolds, 60, who has been named the executive vice president of global handmade cigars for Scandinavian Tobacco Group.

The appointments come after the recent dismissal of former president Dan Carr, which was announced last week.

General is one of the world's largest premium cigar companies, making such major brands as Macanudo, Partagas and Hoyo de Monterrey.

Régis Broersma and Craig Reynolds of General Cigar Co.
Régis Broersma, left, will take over as president of General Cigar in 2016, while Craig Reynolds, right, has been named the executive vice president of global handmade cigars for Scandinavian Tobacco Group.

"I am happy to announce Régis Broersma [as] new president of General Cigar," said STG's CEO Niels Frederiksen. "Our handmade cigar business accounts for 25 percent of our net sales, and is a growth engine of our business. We want to reinforce this development by adding executive management capacity for the entire handmade business globally."

Alan Willner is currently the interim president and will continue this role until Broersma comes on board in early 2016.

Broersma, 38, was born in the Netherlands and has worked in the cigar industry since 2002, most recently as managing director of STG Germany.

Reynolds is also the president of Cigars International, a major Internet and catalog business owned by STG. Reynolds will continue to hold this title in his new position, though General Cigar and Cigars International will continue to be run as two separate entities.

General Cigar Co.

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