UPDATE- Wave of New Appointments Underway at Habanos S.A.

The Havana-based group announces a new Quality Director. Further personnel changes are expected.

Update (October 21, 2026) — The reorganization of the Habanos S.A. executive team continues. Following the recent appointment of Dariel Regal Veitia as Director of Operational Marketing and the confirmation of Alberto Donar Cruz Rojas as Vice President of Sales, the group has announced the appointment of Rubén Tomás Pradas (pictured below) as Quality Director.

Holding a degree in Business Administration and a Master’s in Integrated Logistics, he brings over 20 years of experience in the operational and financial management of supply chains within the tobacco sector.

Having joined Altadis (part of the Imperial Tobacco group) in 2009, he served as Vice President of Finance for Internacional Cubana de Tabacos (ICT—manufacturer of machine-made Cuban cigars) from 2017 to 2020, and subsequently as Director of Finance and Supply Chain for the manufacturing division of the Tabacalera group.

He succeeds Tomás Marco Domínguez in this role, who was appointed co-managing director of Laguito 1492 (the Habanos exclusive distributor in the Benelux region) in the summer of 2026.

---

Below is our original article from October 1st.

Dariel Regal Veitia, a former torcedor at the H. Upmann factory, has been appointed Operational Marketing Director, Habanos S.A. announced across its social media channels on Wednesday, September 30.

He succeeds Beatriz Garrido Garcia, who was appointed to the role in 2023. No details were provided regarding her potential new assignment.

Mr. Regal Veitia (photo above) entered the Cuban cigar industry in 2010 as a cigar roller at H. Upmann. In 2020, he joined Habanos S.A., where he subsequently held positions across the quality control, procurement, and sales departments.

Last week, Habanos also announced that Alberto Donar Cruz Rojas (photo below) had been officially named Commercial Vice President, confirming his position after serving in the role on an interim basis since late May.

Furthermore, specialist outlet Nicotine Insider reports that Daymi Difurniao Rodriguez—who manages press relations within the Marketing Department—is rumored to be joining Empor, the exclusive distributor of Habanos cigars in Portugal.