General Cigar Co. Appoints José de Castro VP of Marketing


There’s a new vice president of marketing at General Cigar Co., as today the company announced the appointment of José de Castro to the position.


de Castro comes to General from Miami-based Bertoni Gelato Holdings, where he was the managing director of the manufacturer, wholesaler and retailer of premium gelato. Prior to that he worked for Altria Group, most notably as the head of sales, marketing and business development for the company’s non-cigarette portfolio. He has also worked with Procter & Gamble and American Cyanamid in both the U.S. and South America over his 20 years of professional experience, per a press release from General Cigar. He holds an MBA from the University of Texas, as well as a master’s degree from Rutgers University and a bachelor’s degree from Brown University.

The company says that de Castro “will play an integral role in strategic planning, business development and brand building,” adding that he will oversee General Cigars’s consumer and trade marketing, social media, innovation and event platforms including the brand ambassador team.

“José has proven leadership abilities and an enviable record of success in implementing consumer and trade marketing programs and business development initiatives,” said Régis Broersma, president of General Cigar. “His experience and vision will help further define our brands, deepen engagement and maximize the talent of our marketing team. We look forward to the contributions he will make toward meeting the evolving demands of the premium cigar category.”

“This is an exciting time in General Cigar’s history and a critical juncture for the handmade cigar industry,” said de Castro in a press release. “I am excited for the opportunity to work with such passionate people in such a dynamic category, and look forward to increasing demand, delivering boldface innovation and driving significant growth for the company.”

de Castro will begin in his new role on Aug. 1.

Image courtesy of General Cigar Co.

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I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for, plus I'm a voice over artist. I previously covered the Phoenix and national cigar scene for, and was an editor for Cigar Snob magazine.

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