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News: General Cigar Appoints New Vice President of Marketing.

General Cigar Appoints New Vice President of Marketing.


July 7, 2017, Richmond, VA — General Cigar is pleased to announce that José de Castro will join the company as vice president of marketing, assuming his new role on August 1, 2017.

A marketing veteran with nearly 20 years of experience, José will play an integral role in strategic planning, business development and brand building. As such, he will oversee General Cigar’s consumer and trade marketing, social media, innovation and event platforms including the brand ambassador team.

“José has proven leadership abilities and an enviable record of success in implementing consumer and trade marketing programs and business development initiatives.  His experience and vision will help further define our brands, deepen engagement and maximize the talent of our marketing team. We look forward to the contributions he will make toward meeting the evolving demands of the premium cigar category,” said Régis Broersma, president of General Cigar.

“This is an exciting time in General Cigar’s history and a critical juncture for the handmade cigar industry,” said José. “I am excited for the opportunity to work with such passionate people in such a dynamic category, and look forward to increasing demand, delivering boldface innovation and driving significant growth for the company.”

José joins General Cigar from Bertoni Gelato Holdings in Miami, where he held the position of managing director. Bertoni Gelato is a manufacturer, wholesaler and retailer of premium gelato. During his tenure at Bertoni, José dramatically increased the company’s revenue and expanded distribution.

Prior to Bertoni, José held brand and marketing positions at Altria Group in Richmond, culminating in his role as head of sales, marketing and business development for the company’s non-cigarette portfolio. Earlier in his career, José held leadership positions with companies including Procter & Gamble and American Cyanamid in both the U.S. and South America.

As Vice President of Marketing, José joins the company’s management team and will report directly to President Régis Broersma. José and his family will relocate to Richmond, VA.

José holds an MBA from the University of Texas.  In addition, he received a Master’s degree from Rutgers University and a Bachelor’s degree from Brown University.

About General Cigar

General Cigar Co. is a leading manufacturer and marketer of handcrafted cigars for the premium market. The company is owned by Scandinavian Tobacco Group. Committed to delivering cigars of the finest quality, General Cigar’s skilled artisans produce Macanudo®, Cohiba®,  La Gloria Cubana®, Partagas®, CAO®, Punch®, 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 and has a dedicated R&D practice that develops new varieties of tobacco and revitalizes vintage seeds. General Cigar also operates Club Macanudo®, a cigar bar in New York City. In 2010, General Cigar entered into a joint venture agreement with Plasencia Group to expand its leaf growing and processing expertise and increase its access to tobacco.  Based in Richmond, VA, General Cigar sells through tobacconists in the U.S. and exports select products to 62 countries. For more information, visit

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