Cigar Companero Cigar News Page August 2008

General Cigar Appoints GM of Business Ventures

Richmond, VA-General Cigar is pleased to announce that Debo Mukherjee joined the company as general manager of business ventures, effective August 11, 2008.

Debo will report directly to Dan Carr, General Cigar's senior vice president of sales and marketing, and will spearhead the Business Ventures Group, a new commercial division of General Cigar. As such, the Group will be responsible for delivering fast-paced innovation, optimization of current and emerging consumer insights and the creation of new growth platforms within current and future brand equities.

Reporting to Debo will be Michael Giannini, Director of Marketing; and Rick Rodriguez, Business Development Manager.

Dan Carr comments, "The addition of Debo to the newly formed Business Ventures Group marks an exciting new direction that we are taking. As part of the company's long range growth plan, we're increasing our investment to drive deeper market and customer penetration, provide additional strategic leadership and create greater agility to meet ongoing consumer and customer needs."

Debo brings more than 19 years of consumer product marketing expertise, with a proven track record of achievement in brand management, global marketing strategies, new product development and entrepreneurial leadership. He spent his career with leading companies including M&M Mars, Slim-Fast Foods, HJ Heinz and Hershey Foods.

Debo is a graduate from Allegheny College, with a BS in Economics and a BA in French. He received his MBA from Pennsylvania State University. In addition, he has earned advanced degrees from The Sorbonne, Darden, Northeastern University and the University of London, and has also studied in Brussels and Geneva. He and his wife currently live in East Stroudsburg, PA and will be relocating to Richmond, VA.

About General Cigar
General Cigar, a subsidiary of Swedish Match A.B., manufactures and markets handcrafted cigars for the premium market. Committed to delivering cigars of the finest quality, General Cigar produces Macanudo®, Partagas®, Cohiba®, Punch®, Excalibur®, Hoyo de Monterrey®, La Gloria Cubana and several other leading premium brands. In addition, the company grows its own premium Connecticut Shade wrapper tobacco, as well as natural and candela wrapper in the Dominican Republic. General Cigar also operates Club Macanudo®, a cigar bar in New York City. Based in Richmond, Virginia, General Cigar sells through tobacconists nationwide. For more information, please visit www.cigarworld.com

® Macanudo, Partagas, Cohiba, Punch, Excalibur, Hoyo de Monterrey. La Gloria Cubana and Club Macanudo are registered trademarks of General Cigar Co. Inc.