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STG Creates a Single Global Operation, Names Régis Broersma as Chief Commercial Officer

Régis Broersma

Scandinavian Tobacco Group has merged its three commercial divisions into a single entity, appointing North American President  Régis Broersma as the head of that group.

Broersma’s title is chief commercial officer. He has been with STG since 2002, holding posts that include managing director of German operations, and president of General Cigar, and has served as an STG board member. 

In his new role, Broersma will oversee commercial operations while managing the US-based e-commerce platforms and retail stores. His oversight will also extend to the promotion of STG’s brand portfolio covering handmade cigars, machine-rolled cigars, and smoking tobacco.

“This streamlined commercial structure enables us to intensify the focus on our core business of cigars while pursuing new opportunities for growth,” Niels Frederiksen, CEO of Scandinavian Tobacco Group said 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 for the group.”STG’s premium cigar portfolio includes retailers,, Thompson Cigar, and  Cigars International. It also owns General Cigar Co. and Forged Cigar Co., which sell.Partagas, Punch, La Gloria Cubana, Diesel and Hoyo de Monterrey.

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