Foundation Cigars Strengthens International Team with Appointment of George Frakes
by Premium Cigar Association | Sep 17, 2025 | Press Releases
Foundation Cigar Company has announced the appointment of George Frakes as Director of International Sales, a move that reinforces the company’s commitment to expanding its presence in Europe and key global markets.
Frakes, well-known in the industry for his work with J.J. Fox in London and 1573, brings years of experience in building strong distributor and retailer relationships. In his new role, he will lead Foundation’s international sales strategy, working closely with Schuster Cigar Company, the brand’s distribution partner in Europe, while also developing retail growth opportunities in additional markets worldwide.
As Director of International Sales, Frakes will support retailers and distributors with activations such as trade shows, in-store promotions, and events. He will also provide market insights to guide Foundation’s leadership team in its global expansion strategy.
“With my schedule stretched across multiple projects, it was crucial to have someone focused exclusively on our international markets,” said Nicholas Melillo, owner and founder of Foundation Cigars. “George’s expertise, professionalism, and passion for cigars make him the ideal fit to strengthen communication, collaboration, and sustained growth abroad.”
Frakes expressed his enthusiasm about the new role, adding: “Foundation Cigar Company holds a remarkable place in the industry, weaving stories through rare tobaccos and unmatched craftsmanship. I’m honored to work with our distribution partners to strengthen relationships, support retail growth, and open new doors for Foundation worldwide.”
Frakes will officially step into the role ahead of the InterTabac Trade Show in Dortmund, Germany, where he will join the Foundation Cigars team in meetings with key international partners. His presence at InterTabac signals Foundation’s dedication to deepening ties with global distributors and retailers as the company continues its international growth.
