Once again, there is a Toraño family member working with the brand, as Jack Toraño has joined General Cigar Co. in a new role that will be a mix of brand ambassador and sales support. “This is where my heart is,” Toraño told halfwheel, adding that ever since the company was sold to General Cigar Co. in September 2014, that he always wanted to rejoin the brand at some point. His specific duties are still to be determined, as is his official title, but Toraño said he is “ready to do whatever it takes to get Toraño back on the map.” What Toraño does know is that his work will start by building the Florida market, and then spreading out from there. He said it will likely involve a mix of supporting the sales team and visiting shops as an ambassador for the brand. The addition comes as General Cigar Co. is preparing to relaunch the Toraño brand, a process that will include new packaging and several new additions to the brand’s Vault line. Recently, Ed McKenna, senior brand manager for General Cigar Co., said that the brand will begin to focus around two concepts, the idea of the family’s move ...
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