Foundation Cigars Names George Frakes as Director of Int. Sales

Foundation Cigar Company is proud to announce the appointment of George Frakes as its new Director of International Sales.

Frakes brings extensive industry knowledge and a proven track record of success from his work at J.J Fox in London and 1573, where he cultivated a reputation for building strong relationships  and driving brand growth. In his new role, Frakes will spearhead Foundation’s sales initiatives across Europe, working directly with Schuster Cigar Company, Foundation’s trusted distribution partner in the region. Beyond Europe, he will also oversee the company’s broader international sales strategy, focusing on retail growth, market development, and global brand building.

As Director of International Sales, Frakes will be responsible for promoting the Foundation Cigars portfolio to current and prospective retail accounts, supporting in-market activations including trade shows, events, and in-store promotions, and strengthening distributor relationships. He will also provide ongoing market insights and sales updates to support Foundation’s leadership team in strategic planning and execution.

“With my schedule stretched across multiple projects, it was crucial to have someone focused exclusively on our international markets. George’s expertise, professionalism, and passion for  cigars make him the ideal fit to enhance communication, deepen collaboration, and ensure sustained growth for Foundation abroad. His leadership will allow us to better support our partners and meet the growing demand for Foundation cigars worldwide.” said Nicholas Melillo, Owner and Founder of Foundation Cigar Company. 

“Foundation Cigar Company holds such a remarkable place in so many people’s lives, all thanks to a truly unique way of weaving ancient and poignant stories through the prodigious use of exceptional and rare tobaccos. No stone – or leaf – is unturned. I am deeply honored to work with our valued distribution partners to strengthen existing relationships, support retail growth and open new doors for Foundation in global markets.” said George Frakes, Director of International Sales. 

Frakes will officially begin his new role ahead of the InterTabac Trade Show in Dortmund, Germany, where he will join the Foundation Cigars team for meetings and events with key international partners. His presence will reinforce Foundation’s commitment to its distributors and retailers as the company continues to grow its international presence.