Lead by Example: Villiger Cigars North America’s Rene Castañeda

Rene Castañeda of Villiger Cigars North America shares the lessons he’s learned about leadership and how humility and working hard can be powerful motivators for every team.


When Castañeda joined Villiger Cigars North America as its president, he had to get up to speed on the company quickly. Plagued by numerous issues, Villiger needed a leader who was ready to act and offer solutions to the company’s problems. Failing to do so would have put the company and its future in serious jeopardy.

Castañeda’s advice to other leaders facing big challenges is to confront the facts and the problems and to accept reality. “When you face difficult situations, facts are better than dreams,” says Castañeda. Once a leader is able to do this, he or she is able to make good decisions and methodically address each of them.

After two years serving as Villiger’s president, Castañeda reports that the company is focused on performance, has ambitious goals and has become very pragmatic. All of these attributes reflect the change in its leadership. Castañeda, who believes that leadership is something everyone is capable of, says that leaders should never stop learning, must slow down and take time to think, and must listen to their teams. For those who may not yet be in managerial or leadership positions but aspire to be, he offers two simple pieces of advice: Be humble and work hard.

“You don’t need to pretend to have all the answers, but you need to be humble enough to learn from the masters,” he says. “There is always somebody better than you in any field, and you have to be able to recognize this and learn from them. At the same time, you have to pay your dues and work hard to build up knowledge and experience, which could take several years.”

As Castañeda has learned, leadership is an evolving process—and not one that is just about the individual, but rather about the overall team. Looking ahead to 2018, he plans to continue to drive growth for Villiger Cigars North America. To do so, he makes sure that Villiger’s entire team knows what the company’s long-term goals are and where it hopes to go by including every employee in conversations, discussions and plans.

“Our motto in the office is that Villiger is a marathon, not a sprint,” he explains. “Villiger has almost 130 years of history—we didn’t reach that milestone through short-term thinking.”

This story first appeared in the January/February 2018 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.

– Story by Antoine Reid, an editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid