General Cigar

Giannini had been with General for 17 years. In March, 2012, he was promoted to his role as creative director, which also carried the title of director of innovations. He was responsible for coming up with non-traditional cigar releases, and started the Foundry Cigar Co., a subsidiary of General dedicated to unorthodox cigars, including the signature Foundry brand. It featured cigars made from blends of tobacco he wouldn't reveal, packed in odd-shaped boxes, one of which came together in a shape reminiscent of a bundle of TNT.