Zach Crafton Swisher Vice President of Innovation


Swisher, a category leader in adult consumer lifestyle brands, has appointed Zack Crafton as Vice President, Corporate Innovation. In this position, Zack will be working to diversify Swisher’s products and brands. 

“This is a significant appointment for our company and we welcome Zack’s wealth of innovation experience and leadership that will move Swisher to drive the implementation of our strategic objectives and expand our portfolio of products,” says John Miller, President and CEO of Swisher. “Our first Corporate Innovation VP reflects our commitment to growth and the future of Swisher,” Miller added.  

Zack has extensive experience and leadership in categories including wine, beer, cannabis, and regulated e-commerce. Before joining Swisher, Zack was CEO of the first online dispensary in California’s recreational cannabis market, paving the way for emerging cannabis brands and direct-to-consumer platforms across the cannabis industry. Prior to entering the California cannabis market, Zack helped launch where he built the largest online winery in the world as Chief Operating Officer.

In January 2020, Swisher announced a new corporate identity, purpose, mission, vision and strategic framework to develop new businesses, products and experiences while building on the legacies and strengths of existing products. Over the years, Swisher has grown into a powerhouse of iconic brands that define culture and embrace the needs of adult consumers. 

With the creation of the Corporate Innovation team and the appointment of Zack Crafton as Vice President, Swisher is building a future rooted in creativity, growth, and innovation to answer the broad needs of adult consumers.“I’m thrilled to join Swisher and I look forward to building a robust innovation platform, unique capabilities, and a durable plan to support Swisher’s growth and diversification goals into innovative categories,” says Zack Crafton. “This is an exciting time where we look to diversify Swisher’s product and capability portfolio while helping to shape the future for adult consumers.”  

About Swisher:

Swisher is an international leading lifestyle company for adult consumers. Best known for its  Swisher Sweet Cigars, the company is headquartered in Jacksonville, Florida. Swisher also has a global manufacturing presence in Santiago, Dominican Republic; Esteli, Nicaragua; and Wheeling, West Virginia. Swisher’s superior customer relationships matched with an unwavering commitment to innovative thinking and action have driven the company to grow and adapt to the evolving preferences of adult consumers for 160 years. Visit to learn more.

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