Cohiba Names New Brand Ambassador

You know when you see or hear something that resonates in your spirit but you don’t know why? Just one of those little tingles letting ya know something is coming…

On April 25, 2017, I saw (and double-tapped) a post on Instagram from Sean Williams, Founder of El Primer Mundo Cigar Company (EPM), smoking a non-EPM cigar, a Cohiba, with the caption: “Don’t let the grass grow around your feet…#KeepMoving #YouJust #NeverKnow”. Well, CigaHr received a press release from General Cigar Company this morning confirming what that post meant. There would be no grass growing around him as Sean Williams has become the newest member of the General family as the Brand Ambassador for their Cohiba brand.


May 1, 2017 — General Cigar announced today that the company has appointed Sean Williams as a full-time brand ambassador for Cohiba. Williams is former owner of El Primer Mundo Cigar Company, a boutique collection of highly-rated cigars made in the Dominican Republic.

“We have brought Sean on board as part of the continued expansion of our experiential platforms,” said General Cigar President Régis Broersma. “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.”

Sean will bring the Cohiba brand to life at in-store events held at premier cigar shops across the U.S, and will activate the brand at an array of luxury venues across the country. He begins his new role today. Sean joins the company’s expanding team of brand ambassadors featuring Rick Rodriguez (CAO), Jack Toraño (Toraño) and Justin Andrews (Foundry Tobacco Company).

Sean has been a great supporter of CigaHr and we wish him the best in his new role.

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