General Cigar Hires Jack Toraño

Richmond, VA – General Cigar announced today that the company has hired Jack Toraño as a full-time brand ambassador for Toraño.
Régis Broersma, president of General Cigar said, “Jack began working with us last year to develop Toraño at retail and has made great strides in generating excitement for the brand. We are pleased to have him as a full-time member of our marketing team and look forward to working him to deepen retailer and consumer engagement around this important brand.”
In his new role with General Cigar, Jack will be the face of Toraño, hosting events in strategic markets, sharing the history of Toraño cigars and presenting the brand portfolio. Jack will also contribute to General Cigar’s event marketing strategy and will help to develop event activations and marketing platforms for the brand.
Jack will report to Ed McKenna, director of marketing strategy.

Prior to joining General Cigar, Jack lived in Miami, where he was actively involved in promoting the Toraño brands.  He previously worked in the marketing jingle business in Chicago, and was involved in developing the famous Anheuser Busch campaign “Real Men of Genius.”  Jack’s early experience with cigars and tobacco includes selling leaf with his grandfather at Lopez Leaf Tobacco.
General Cigar acquired the Toraño Family Cigar Company brands in September 2014.
The Toraño portfolio of brands is best known for having complex blends featuring tobacco from many different countries of origin and taste profiles. In 2016, General Cigar re-launched the brand’s Vault and Exodus lines.
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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