Today, General Cigar announced more major changes (just a few days after the acquisition of Torano cigar brand). Firstly, they have made the decision to hire Sam Leccia, famous to have worked on Cain and Nub cigar lines when he was at Oliva Cigar Company, to serve as “Cigar and Blend Specialist.” Secondly, they have acquired Leccia Tobacco Company as part of the deal. Beginning today, they will take over the marketing and distribution duties for the Black, White, and Luchador lines.

Sam Leccia has cultivated a reputation for unique approaches to crafting and marketing cigar lines. His contemporary blends are inspired by traditional blends, but put a modern twist on the flavors and aromas. That same creative quality is evident in his marketing campaigns. He will bring that same expertise and innovation to the table at General Cigar, where he will continue working on his own brands as well as other cigars manufactured by the company. This partnership should have incredible results for both parties.

Expressing his optimism about the new hire, Dan Carr, president of General Cigar, stated, “I am impressed with what Sam has achieved. He broke into the industry, worked tirelessly for years, and made a name for himself by developing interesting cigar brands. Sam will provide additional creative talent to complement the enterprise of our existing team.”

Sam Leccia stated, “To say that I am thrilled to be joining General Cigar Company is a gross understatement … Having creative freedom, access to the resources of General Cigar, and the ability to work with the company’s master blenders and tobacco experts is like a dream come true.”