In December, 2007, the Toraño family announced the appointment of CAO
International as the exclusive U.S. distributor for all Carlos Toraño premium
cigars. President Charlie Toraño stated, “With CAO distributing our cigars, my
father Carlos and I will be able to spend more time on the manufacturing side of
our business ... producing world-class tobacco and cigars.” The Toraño family’s
Honduran and Nicaraguan cigar factories annually produce an ever-increasing
number of top-rated Carlos Toraño, CAO and other private label cigars.
“This agreement was a bold step forward for both companies,” reports Toraño.
“Next, the key ingredient in its success was the selection of the best person we
could find as Toraño Brand Manager. In early February, we were extremely
fortunate to add Bruce M. Lewis to the Toraño/CAO team. Bruce is a seasoned
veteran in sales, marketing, and promotion, with virtually his entire career
having been in the cigar industry. His broad diversity of experience in key
sales and marketing management roles made him the perfect candidate.”
A 38-year old Australian native, now working in CAO’s Nashville headquarters,
Lewis relies on the seasoning he acquired at several prestigious cigar companies
over the past 17 years. They have afforded him an enviable career in the retail,
wholesale and manufacturing sides of the premium cigar industry. Havana House,
Australia’s first true specialty cigar shop, gave him his initial training at
selling prestige products in a prestige setting. Positions at Alfred Dunhill of
Australia and mega-giant Swedish Match saw him rise to Director of International
Business Development at General Cigar Company.
Lewis remarks, “Following my five-year appointment with General Cigar in New
York, I repatriated to Australia at the end of 2005, to start my own sales and
marketing consultation business in a different field. But daily, I wondered what
was happening in the cigar industry. It was at that point that I came to the
realization that I would not be truly content working in any other industry. As
they say, ‘When the tobacco bug bites, it bites hard.’ This is the industry I
love ... this is my home.”
Toraño adds, “Bruce and I are equally thrilled to be partners working closely
with each other to expand the Carlos Toraño brand. In our opinion, his breadth
and depth of knowledge and ability, as well as his initiative and love of the
business, make him an extraordinary team contributor to CAO and Toraño.”
Bruce M. Lewis, appointed Toraño Brand Manager at CAO, now exclusive U.S.
distributor for Carlos Toraño premium cigars
