Building brands

For decades, we built our business on meeting the preferences of adult smokers with leading cigarette brands, superior products and market-leading innovations.
However, we recognise the world is changing.

We are building A Better Tomorrow™ for consumers by responsibly offering enjoyable and stimulating choices for every mood and every moment, today and tomorrow.

Our consumers are at the core of everything we do and our success is underpinned by addressing their preferences, offering them a choice of enjoyable, innovative and less risky products*† through:

•  A wide choice of high quality and stimulating products for every mood and moment;
•  Brands they can trust that are manufactured to high quality and safety standards;
•  Reduced-risk alternatives to combustible products;^*†
•  Transparent, clear and accurate information, based on robust science, about the relative risks; and
•  Responsible marketing that doesn’t engage or appeal to youth.

Our Strategic Portfolio

These are our key brands in both the combustible and non-combustible categories. This ensures focus and investment on the brands and categories that will underpin the Group’s future performance.

Our transformation is backed by clear and measurable targets to reach £5 billion in New Category revenues by 2025 and increase consumers of our non-combustible products to 50 million by 2030.

We’re making significant progress and now expect New Category profitability in 2024, one year ahead of plan. In 2022, New Category revenue increased by 37% compared to 2021 – reaching a total of £2.9 billion. We also added 4.2 million consumers to our non-combustible product consumer base – reaching a total of 22.5 million. This demonstrates our accelerated transformation driven by our multi-category portfolio.

Other international and local cigarette brands

We also have many international and local cigarette brands which, although not part of our Strategic Portfolio, remain popular in many countries in which we operate. These brands include Vogue, Viceroy, Kool, Peter Stuyvesant, Craven A, State Express 555 and Shuang Xi.