Plasencia Cigars Names Tim Griek Vice President of Sales for EMEA & Global Travel Retail

Plasencia Cigars continues to strengthen its international leadership team with the appointment of Tim Griek as Vice President of Sales, EMEA & Global Travel Retail. The newly announced role underscores the company’s continued investment in global growth, particularly across Europe, the Middle East, Africa, and the ever-important travel retail channel.

For enthusiasts, this announcement may not introduce a new cigar, but it signals something just as important—the continued expansion of one of the premium cigar industry’s most respected family-owned companies.

A Familiar Face Takes on a Larger Role

Tim Griek isn’t new to the Plasencia family.

Since 2023, he has worked alongside the company to help expand its presence throughout the Global Travel Retail sector and the Middle East, building relationships with distributors and retailers while introducing more smokers to the Plasencia portfolio.

Now based in Rotkreuz, Switzerland, Griek will oversee sales strategy across Europe, the Middle East, Africa, and Global Travel Retail, working closely with international partners as Plasencia continues its worldwide expansion.

With nearly 15 years in the tobacco industry, he brings extensive experience developing sales strategies while building long-term relationships throughout the premium tobacco business.

A Full-Circle Moment

One of the more interesting details from the announcement is that Griek’s relationship with Plasencia began long before his professional career with the company.

He recalls smoking his very first premium cigar nearly 15 years ago—a Jalapa torpedo selected from an office humidor—without realizing it had been crafted by the Plasencia family.

“What excites me most about this new role is the opportunity to continue building long-lasting partnerships around the world while representing a brand that is setting a new standard of quality in our industry,” Griek said.

“Looking back, it feels like a full-circle moment. Fifteen years ago, my first premium cigar was crafted by the Plasencia family. Today, I have the privilege of helping share their story with partners and consumers around the world.”

Supporting the Next Stage of Global Growth

According to Plasencia CEO Ed Bello, Griek’s appointment reflects both his experience and the company’s long-term vision.

“Tim brings extensive international experience, strong industry relationships, and a deep understanding of global markets,” Bello said. “His leadership, strategic mindset, and commitment to building meaningful partnerships make him exceptionally well suited for this role.”

As Plasencia continues expanding across more than 80 countries, leadership positions like this become increasingly important in supporting retailers, distributors, and travel retail partners around the world.

Why It Matters

While consumers often focus on new cigar releases, appointments like this help shape the future of the brands they enjoy.

Plasencia has experienced remarkable growth over the past several years, with its Alma Series, Reserva Original, and other premium offerings earning widespread recognition across the industry. Strengthening leadership in international markets demonstrates the company’s commitment to supporting that momentum while ensuring retailers worldwide have access to the products and brand support needed to continue growing.

For cigar enthusiasts, it also means greater visibility for one of Nicaragua’s most respected tobacco families as Plasencia continues sharing its five-generation story with smokers around the globe.