We focus on maximising opportunities for our brands by building the contribution from our Growth and Specialist Brands, which generate more than 60 per cent of our net revenue. Our target is for them to account for 75 per cent.

Our Growth Brands have broad consumer appeal. Several have been developed into total tobacco offerings, providing consumers with both cigarette and fine cut tobacco experiences. We’re managing these brands to drive quality sustainable growth.



These high-quality brands have broad consumer appeal and generally well-established positions in key markets

Our Specialist Brands consist of a dynamic range of cigarette, fine cut and smokeless tobaccos, papers, cigars and e-vapour brands. Specialist Brands have strong positions in their own categories and are enjoyed by specific consumer groups. These brands have a track record of generating strong returns.

The remainder of our portfolio consists of local and regional brands. These Portfolio Brands support our volume and revenue development, while others are delisted or migrated into Growth Brands.










Specialist Brands have strong positions in their own categories,
appealing to specific consumer groups.