Cigar World's WCW: Sarah Santos of Cigars International

Cigar World's Interview with Sarah Santos of Cigars International

For this edition of Cigar World's Women Crush Wednesday. Cigar World has the pleasure of speaking with Sarah Santos, the President of Cigars International, to learn about some of her favorite smokes — plus what Cigars International has planned for fans in the months to come!

Jean: Sarah, thank you so much for taking the time to answer some questions for Cigar World. We wanted to showcase you in our Women Crush Wednesday feature because you are a force to be reckoned with, working at the President level, at one of the largest cigar companies in the world, Scandinavian Tobacco Group (STG). Tell us about your role with STG and how you got started.

Sarah: First off, thank you for your focus on women in the cigar industry!  When I first joined Cigars International under the founders nearly 22 years ago, women were far and few in the industry.  I wasthe Director of IT for an omnichannel retailer in the apparel space.  I met one of the founders at an operations and fulfillment conference of all places!   We hit it off and it resulted in a job offer to come help the start-up scale.  There have been a lot of developments since then including the acquisitions of Cigar.com, Pipes and Cigars, Thompson Cigar and most recently Tobacco Pipes and Cup O’ Joes.  Also, over that time, ownership has changed to Swedish Match and then to the current ownership of Scandinavian Tobacco Group (STG).  As though that were not enough, we also became a publicly traded company.  Needless to say, it has been quite the ride.  Never a dull moment!

Jean: I know you are energized by the challenges that working in this industry can provide. I can relate with you on this. What is your favorite part about working in the cigar industry/STG in particular? 

Sarah: When I started in the industry, I was not a cigar consumer.  After a couple years of learning the craftmanship and passion of the industry, I was a convert!  The access to the many quality products and incredibly enthusiastic individuals working in all facets of the industry around the globe makes the days enjoyable.  In addition, I tend to get bored quickly, so the opportunities offered by STG to be involved in many exciting and challenging functions and projects has been a reason to stay.  Examples of the variety include the expansion of our US retail store network as well as the introduction of automation in our distribution center.

Jean: You have mentioned that the most rewarding part of your job is working with an amazing team across the globe. Can you elaborate on this for us?

Sarah: Absolutely! Working with a global team has been incredibly rewarding for several reasons.  The top one being the diverse perspectives coming from collaborating with colleagues from different cultures and backgrounds.  This diversity fosters creativity and innovation, as we each bring unique ideas and approaches to problem-solving.

Jean: It’s clear that you enjoy and find it rewarding to work in the premium cigar industry. What advice do you have for anyone looking to get into this industry?

Sarah: While it can be incredibly fun for those who relish cigars, agriculture, or the social, and celebratory events associated with enjoyment of premium cigars,you must also be ready for regular challenges.  It is no secret that tobacco has been in a multi-decade decline.  The FDA would like to see it eliminated in its entirety and as a result there is a heavy component of politics for those in the industry.  Fortunately, for those passionate about the industry, the many good facets outweigh the difficult and often less sexy components.

Jean: I’ve heard that you enjoy gardening and hiking. I have a black thumb, so I am jealous!  What kind of gardening do you like and where are your favorite places to hike? 

Sarah: You may be sorry for asking this one.  I love to talk about my garden or latest hike!  

First the garden. I enjoy vegetable, herb, and flower gardening.   As a vegetarian, I get great joy out of walking into the garden and harvesting dinner.  Recently, the fall harvest of cilantro, onions, tomatoes, and jalapenos has made for some great salsa.  I have in recent years come to love dahlias in the flower beds and have been incredibly lucky to have some friends gift me a nice variety.

I try to get out for a hike where ever I travel, but living in Pennsylvania with the Appalachian trail virtually in my back yard, it is a frequent go to.  Last week I was able to perch on a mountain top and observe multiple species of raptors starting their migration south for the winter.  Being out in nature is balancing to long hours at the desk.  And of course, hiking and gardening are activities that pair well with a cigar!  

Jean: Are you a cigar consumer? And if so, what is your favorite smoke right now?

Sarah: I do enjoy cigars.  A lot!  I am quite privileged to have access to a wide variety of cigars.  As such, I tend to explore.  One that I really enjoyed recently, as I was also at the grand opening of our new Chatanooga, Tennesee Cigars International super store, was Diesel Vintage Natural in the toro size.  The burn was perfect and as one would expect from Diesel, it was packed with a flavorful punch.   

Jean: What do you like to pair with your cigar?

Sarah: The certainly depends on time of day.   My most common go to would be a black coffee in the morning and an adult beverage in the evening.  Maybe atypical, but in recent years I have come to enjoy a refreshing gin cocktail in the warm weather.  In the cooler months a full-bodied, dry red wine such as tempranillo is a treat. 

Jean: What would you say is one of your favorite brands at STG and why?

Sarah: CAO.  It is a broad assortment of lines, so most people would be hard pressed to not find something they love.  I like that there are classic, tried and true options, which are balanced by several years of innovative blending resulting in distinctive profiles, coupled with uniquely designed packaging and bands.  I’m always eager see and taste what new releases the team concocts.  

Jean: Are there any goals you have for your team that you can share with the audience?

Sarah: One of my team’s focus areas is to bring more Cigars International super stores to our consumers across the country.  It is a welcoming environment for all consumers, whether new to the category or a veteran.  A place to kick back, enjoy the company of others, while relaxing with a cigar and sipping a beverage can’t be beat.  In 2024 we’ll have three new stores in the areas of Chattanooga, TN; Pittsburgh, PA, and Jacksonville, FL.  The team is toiling away now to bring more online in 2025!

Jean: Well, we appreciate you taking the time to chat with us today! It was great getting to know you and being able to highlight you for our Women Crush Wednesday feature.

Sarah: It is my pleasure.  Over twenty years ago when I entered the industry, women were far and few.  It is fantastic to see the number of women, not only partaking in cigar consumption, but evolving the industry from within.  Keep it up!