General Cigar Co. has announced the appointment of Sean Williams as the full-time brand ambassador for Cohiba. Prior to this new position, Williams worked with El Primer Mundo Cigar Company, a boutique cigar brand he founded and managed since 2006. Williams will be reporting to Gus Martinez, General Cigar Co.’s director of marketing.
“We have brought Sean on board as part of the continued expansion of our experimental platforms,” said Régis Broersma, President of General Cigar. “Our focus is on deepening retailer and consumer engagement around this pivotal brand in our portfolio. With Sean, we are gaining a passionate cigar maker who is also a connoisseur of the finer things in life. We are confident he will make great strides in further aligning Cohiba with luxury lifestyle activations.”