November 18, 2015
Scandinavian Tobacco Group Appoints New President for General Cigar and EVP for Handmade Cigars Globally
Scandinavian Tobacco Group sets new management for its handmade cigar business.
Regis Broersma becomes new President of General Cigar Company which is a leader in the US
market for handmade and premium cigars. He succeeds Dan Carr who has stepped down and
leaves the Group.
Regis Broersma (38) is Dutch born and has a comprehensive, international background in sales,
marketing and general management. Regis Broersma has worked in the Netherlands, the
Czech Republic, Denmark, the UK and the US. Currently, he is Managing Director of STG Germany.
Regis Broersma has worked in the cigar industry since 2002 and has a great passion for
In addition, Scandinavian Tobacco Group assigns the responsibility of its entire global handmade
cigar businesses to an Executive Vice President. Craig Reynolds assumes this responsibility
which includes General Cigar, its international business and Cigars International which is a
leading online retailer in the US. Craig Reynolds continues as President for Cigars International.
Niels Frederiksen, CEO of Scandinavian Tobacco Group, says:
“I am happy to announce Regis Broersma being new President of General Cigar. Regis has the
experience and the innovative approach needed to continue the impressive development of
General Cigar together with its management team.
Our handmade cigar business accounts for 25% of our net sales and is a growth engine of our
business. We want to reinforce this development by adding executive management capacity
for the entire handmade business globally.”
General Cigar holds a leading market position and has a strong offering in the US market for
handmade and premium cigars. Cigars International has built a leading position as an online
retailer and a direct marketer in the premium cigars and pipe tobacco segment.
General Cigar and Cigars International continue to be run as two separate, stand-alone