Scandinavian Tobacco Group (STG)—the parent company of General Cigar Co., Cigars International, STG Lane and others today announced that Régis Broersma has been appointed Senior Vice President of STG’s new North America Branded and Rest of World Division. In this new appointment, Régis returns permanently to his previous role as President of General Cigar Co.
Régis’ will assume his new role beginning immediately.
The announcement came as part of a reorganization of STG’s global commercial organization and will add Australia, New Zealand, Asia, Global Travel Retail and others to Regis Broersma’s responsibilities.
Régis Broersma’s permanent return to General Cigar Co. follows a June 2019 announcement of his relocation to Europe, where he was charged with leading STG’s smoking tobacco and accessories division.
“I am excited to be back in charge of STG’s Handmade Cigars division. My great passion for handcrafted cigars and the industry hasn’t changed, and I have missed the organization, our customers and business partners. Our company has retaken its leadership role in the industry and the future looks bright for General Cigar. I’m looking forward to working again alongside the talented General Cigar team to pursuing various areas of untapped opportunity in North America,” said Régis Broersma.
In his new role, Régis will reside in Europe.
About Régis Broersma
Régis Broersma (1977) joined STG in 2002 and has since held various positions in the Group including Managing Director of Scandinavian Tobacco Group Germany. He was appointed president of General Cigar Co. in 2016 and promoted to senior Vice President of STG’s North American Branded business in 2018. That role put him in charge of General Cigar Co., STG Lane, the company’s mass market division, and its Canadian sales. In 2019, he became Senior Vice President of STG’s Smoking Tobacco & Accessories Division in 2019 and a member of STG’s Executive Board.
Régis Broersma has worked in the Netherlands, the Czech Republic, Denmark, Germany, the UK and the US.
About General Cigar Co.
General Cigar Co. Inc., the premium cigar subsidiary of Scandinavian Tobacco Group, manufactures and markets handcrafted cigars for the premium market. Committed to delivering cigars of the finest quality, General Cigar’s skilled artisans produce Macanudo®, Cohiba®, La Gloria Cubana, Punch®, CAO, Partagas®, Hoyo de Monterrey®, Excalibur® and several other leading premium brands in the company’s Dominican, Honduran and Nicaraguan factories. In addition, the company cultivates proprietary tobacco which is used exclusively in its blends. General Cigar also operates Club Macanudo®, a cigar bar in New York City. Based in Richmond, VA, General Cigar sells through tobacconists nationwide and also exports select products to 62 countries. For more information, please visit www.cigarworld.com.