Régis Broersma, Head of General Cigar, Leaving Company for Europe


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.

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Charlie Minato
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I am an editor and co-founder of halfwheel.com/Rueda Media, LLC. I previously co-founded and published TheCigarFeed, one of the two predecessors of halfwheel. I handle the editing of our written content, the majority of the technical aspects of the site and work with the rest of our staff on content management, business development and more. I’ve lived in most corners of the country and now entering my second stint in Dallas, Texas. I enjoy boxing, headphones, the Le Mans 24-hour, wearing sweatshirts year-round and gyros. echte liebe.

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