STG Promotes Régis Broersma to Chief Commercial Officer, Consolidates Commercial Divisions

Scandinavian Tobacco Group (STG) has announced that Régis Broersma has been promoted to be the company’s new chief commercial officer, overseeing the cigar giant’s global commercial operations.

Broersma joined STG in 2002 and has most recently served as the president of STG’s North America and Rest of World division, which included its U.S. cigar business likes General Cigar Co. and Forged Cigar Co.

As part of this announcement, STG says it has merged its three commercial divisions into one business unit, which Broersma will directly oversee. Those three divisions were:

• Europe Branded
• North America Branded & Rest of World
• North America Online & Retail

“This streamlined commercial structure enables us to intensify the focus on our core business of cigars, while pursuing new opportunities for growth,” said Niels Frederiksen, ceo of STG, in a press release. “Régis’ proven leadership and extensive experience will allow him to drive our commercial activities on a global scale. We look forward to the innovative and impactful contributions he will deliver toward generating increased growth to the Group.”

STG, which is publicly traded on the NASDAQ Copenhagen, has a large premium cigar portfolio that includes retailers such as Cigars International, Cigar.com, Cigarbid.com, Thompson Cigar, PipesandCigars.com and Cigora. It also owns General Cigar Co. and Forged Cigar Co., which sell Cohiba, La Gloria Cubana, Partagas and other brands in the U.S. In both the U.S. and international markets, it sells Agio, Alec Bradley, CAO, Macanudo, Room101 and Toraño. STG also has a strong machine-made cigar business, especially in Europe, as well as units that include pipe tobacco, roll-your-own and tobacco-free nicotine products.

“I am energized to leverage my deep background within STG to lead our commercial strategy,” said Broersma. “Our unified approach will enable us to build upon our in-market expertise to deliver exceptional value to our customers and consumers. My focus, along with my team, will be to build our brands, capitalize on stra-tegic growth opportunities and deliver exciting innovations to the global market.”