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Management Changes at Cigars International

Craig Reynolds HRNovember 20, 2019 -- Scandinavian Tobacco Group (STG) announces today that Craig Reynolds, Executive Vice President of STG and President of the company’s North American Online and Retail Division (NAO&R) will transition full leadership responsibility of the NAO&R division to Sarah Santos, currently Senior Vice President of STG’s North American Online Business, effective January 1, 2020. Sarah Santos’ title will be President of the company’s North American Online and Retail Division (NAO&R) and Senior Vice President of STG.


Craig Reynolds will support the transition of the NAO&R Division until May 31, 2020 when he will officially retire from the company. Following his retirement, he will continue to stay on in a consultancy role for STG and the NAO&R division until December 2020 or later.

Sarah SantosNiels Frederiksen, CEO of STG said, “For more than ten years, Craig Reynolds has been a key driver behind the success of STG’s handmade cigar business in North America. He has been instrumental in positioning the handmade business as the largest contributor to our Group’s growth over the past years. Given his vast network in the industry and depth of experience in the US handmade cigar business, I am pleased that we can leverage Craig’s expertise for the foreseeable future.”

Niels continued, “Sarah has played a pivotal role in both the strong performance of Cigars International and the professionalization of our online organization. I am confident that she, with her detailed industry knowledge and dedication to Cigars International and STG, is the right person to take over the reins. Sarah is a strong leader with the ability to balance the business needs of both the division and our Group, and I look forward to the contributions she will make to the business.”

Craig Reynolds joined Cigars International as executive vice president in 2009 and became president of Cigars International in 2011. He was promoted to Executive Vice President for the North American business in 2015.

Sarah Santos started at Cigars International in 2003 as an external marketing consultant and joined the company as a full-time employee in 2008. She has since held various leadership roles in marketing and operations and was promoted to senior vice president in early 2018.

About Scandinavian Tobacco Group

Scandinavian Tobacco Group A/S is a world leading manufacturer of cigars and pipe tobacco with annual production of three billion cigars and 5,000 tonnes of pipe and fine-cut tobacco.

Scandinavian Tobacco Group holds market-leading positions in several categories and has a portfolio of more than 200 brands providing a complementary range of established global brands and local champions.

The Group employs 7,300 people in the Dominican Republic, Honduras, Nicaragua, Indonesia, Europe, New Zealand, Australia, Canada and the US. For more information please visit

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