Cigar Weekly

Lewis joins Toraño Cigars at an important time for the company which has recently undergone several key changes which include establishing a new brand identity. The company, which recently took over their distribution, has changed their name from Toraño Cigars and has re-established themselves as Toraño Family Cigar Company.  

"I am excited by the changes Toraño Family Cigars is undergoing and feel privileged to be part of their continued growth." said Lewis. "I look forward to playing a key role in building the organization and developing sales and marketing strategies which will shape the company in the years ahead" 

Australian born Lewis began his prolific career in the premium cigar industry in 1990 as Manager with a small Sydney based cigar merchant. He later went on to the position of Cigar Consultant for Dunhill, where he had the pleasure to travel to Cuba and the Dominican Republic many times furthering his training and development in the cigar industry.   

His knowledge and experience led him to work as the Group Product Manager for one of Australia’s leading tobacco experts since 1884. After working in Australia for several years in the cigar industry, Lewis accepted a position as International Business Development Manager with General Cigar International based in New York. In this role, Bruce concentrated his efforts on the worldwide marketing of General Cigar Company’s International brands. He was also instrumental in developing new products specifically for international markets. In recognition of his achievements, he was promoted to Director – International Business Development in 2004.

Lewis returned to Australia in 2006 and started his own sales and marketing consultancy business. Although he had one tobacco related client, he truly missed the day-to-day interaction with the premium cigar industry. As such, when he was invited to join Nashville based, CAO International, as the Brand Manager for Toraño and Dunhill in 2008, he was faced with an opportunity he could not turn down. 

In the statement, Charlie Toraño, president of Toraño Family Cigar Company, stated “Bruce is a true cigar enthusiast and connoisseur, who is very passionate about both the product and his work. We feel fortunate to have him join Toraño Family Cigar Company,”