Régis Broersma will return to Europe.
Scandinavian Tobacco Group (STG)—the parent company of General Cigar Co., Cigars International and others—announced that Broersma will return to Europe to lead STG’s smoking tobacco and accessories division. Broersma was appointed president of General Cigar Co. in 2016 and promoted to svp of STG’s North American Branded business last year. That role put him in charge of General Cigar Co., STG Lane—the company’s mass market division—and its Canadian sales.
General Cigar Co. includes the U.S. sales of Macanudo, CAO, Cohiba, Hoyo de Monterrey, La Gloria Cubana, Punch and others.
“I have thoroughly enjoyed my time in the US and with General Cigar – and will surely miss both the organization, our customers, business partners and of course the premium cigar category,” said Broersma in a statement. “I look very much forward to my new challenge and am confident that the current leadership team and the business as a whole is well-equipped to deliver greatness going forward.”
The company has stated that a search for a replacement is underway and Broersma will continue in his role until one is found.