JPS

John Player Special launched in the UK in 1970 and, for more than 50 years, JPS has offered premium tobacco at an affordable price. The original and iconic black and gold livery adorned the race cars of motorsport world champions in the 1970s, but as times have changed, so have we.

Expanding internationally through the 1990s and 2000s, JPS has established a significant cigarette and fine cut tobacco presence in 18 countries beyond the UK, chief among them Germany and Australia.

The ‘Let The Players Play’ campaign celebrates the brand’s inclusive and ‘glass half full’ attitude, embodied through our support for grassroots musicians in Germany. 

In 2023 came the launch in Germany of JPS Motion, an innovative new product designed in response to consumer insights. Motion is blended to achieve a reduced after-taste and includes touch technology which allow the consumer to lessen lingering smoke smells on the fingers. Similarly, in Australia a new range, JPS Evolve, has been developed to meet changing consumer expectations of the smoking experience.

Brand timeline

Davidoff

Davidoff is one of the most recognisable premium names in tobacco and beyond, globally, with a heritage closely tied to its founder, entrepreneur Zino Davidoff. Hailing from a Kyiv-based family of tobacconists, Zino travelled through Central & South America and the Caribbean in the 1920s to hone his tobacco leaf expertise in the pursuit of a leading product.

A milestone moment for Davidoff cigarettes came with the 1989 launch of Premium Line, a distinctive longer stick format. This is still the best-selling product in the Davidoff range.

Davidoff cigarettes were added to the Imperial portfolio in 2002 as part of the company’s acquisition of Reemtsma. Imperial acquired the Davidoff trademark for cigarettes outright in 2006.

Since 2014 Davidoff has been present in more than 100 countries with a particular prominence in Taiwan, Saudi Arabia and key markets in central and southern Europe. It’s also one of the most popular brands among globetrotting smokers, performing strongly in the global duty-free channel.

Brand timeline

Gauloises

What began as a filterless cigarette in France over a century ago has evolved into an internationally respected brand, available in around 35 countries. Germany, Morocco, and Algeria are the three most important markets for Gauloises, which also has a significant presence in Iraq and France.

Gauloises’ French roots and enduring association with 1960s and 1970s counter-culture cement the brand’s iconic status. Contrary to the usual cigarette category colour cues, in markets where they can be used, Gauloises Blue is the full flavour variant, and Gauloises Red its lower tar alternative.

We’ll continue to develop new products in response to evolving consumer expectations. Recent additions to the portfolio include Gauloises Gold, a lower tar blend available in Germany, and Gauloises Fusion, a crushball product available in North Africa to offer adult smokers a customisable experience.

As we look to the future, sustainable packaging and product solutions will play a growing part of the brand story. Gauloises has, for example, been at the forefront of pilots to assess the viability of paper-based filters.

Brand timeline

West

West launched in Germany in 1981 to challenge the rising popularity of premium American blend cigarette offerings. It gained traction quickly among German smokers, who prized the combination of its premium taste characteristics and value price positioning.

By the end of the decade West had become one of the leading tobacco brands in the country and begun to internationalise across central and eastern Europe. West was, for several years, a sponsor of a Formula 1 race car team and has also pioneered the use of innovative filter technologies and 'expanded’ volume tobacco, among other industry firsts.

Today, with a presence in more than 40 diverse markets, West is one of the biggest-selling brands in our international cigarette portfolio. In addition to its home market other key territories include Spain, Saudi Arabia and Taiwan.  

We continue to focus on providing choice and value to West consumers. We’re maintaining a broad range of fine cut tobacco extensions, delivering limited edition packs, and driving consumer-relevant cigarette innovations such as slower burning paper.

Brand timeline

Winston

Winston has always commanded strong recognition among American 21+ smokers since its introduction way back in 1954. This iconic brand took just 12 years to become the most popular cigarette in the States and, while it experienced a decline under previous owners, today it remains one of the top ten best-selling cigarette brands in the country. Imperial doesn’t own the brand outside of the US.

Our focused investment in the brand starts with what we know about typical Winston adult consumers in the US: they’re deeply patriotic, lovers of the outdoors and automotive enthusiasts, particularly in the context of motorsport.

We continue to harness the brand’s timeless feel as we look to the future. Following a successful trial in Texas in 2022, we refreshed Winston packs for the first time in several years, introducing a new look and design.

Our work to revitalise Winston is paying off, with the brand growing share of the premium value segment.

Brand timeline

Kool

Kool is the original menthol cigarette brand in the US, where it was the first to gain national distribution way back in 1933.

It maintained a dominant position in the category throughout much of the 20^th Century and was synonymous with the US jazz scene of the 1970s and 80s. Even today, Kool is particularly popular among the menthol smokers of Louisiana, the birthplace of jazz.

By building on this unrivalled heritage, we’re working hard to unlock Kool’s full potential and to restore its market position.

At the centre of our efforts is our deep understanding of a typical Kool consumer – urban-based adult smokers who love the energy of city life. We’re encouraged by the results so far, with Kool rebuilding market share of the premium value segment in the States.

2023 is a landmark year for Kool, as it sees the launch of the first ever non-menthol line extension, Kool Luxe, which is rolling out nationally in two flavour variants.

Brand timeline

L&B

Lambert & Butler takes its name from a tobacco company founded in London by Charles Lambert and Charles Butler in 1834. The Lambert & Butler business became part of the Imperial family upon the foundation of the company in 1901, making L&B one of our most historic cigarette brands.

Throughout its history L&B has remained one of the most well-known and popular cigarette brands in the UK. Today it maintains a double-digit share in one of our most important markets.

L&B has a presence in more than 40 markets in total, in many cases as a trusted option for British smokers seeking relaxation and pleasure in southern Europe’s tourist destinations. It was successfully introduced to the Australian market in 2021.

Product innovation and range extensions are playing an important role as we stay focused on the evolving needs of consumers. Recent improvements made to L&B Blue cigarettes include enhanced filter technology and rolling tobacco variants have been added to the L&B range.

Brand timeline

Fortuna

Fortuna is one of our cherished ‘local jewel’ brands in Spain, where it continues to build on a legacy of modernisation and evolution to keep pace with consumer expectations. 

For many smokers here, the brand remains synonymous with sport sponsorships and bold advertising campaigns of the 1980s and 1990s. More recent innovations – including a major refresh in 2019, which heralded a new era for the brand – have kept Fortuna relevant among adult smokers in what is a highly competitive market. 

Fortuna has a particular strength across central, eastern and southern Spain, with almost nine in ten sales made here. 

With offerings in both the mid and lower price categories, the brand benefits from having the most extensive portfolio in the Spanish cigarette market. Several variants in the range offer quality and value across the ‘big box’ segment, an important part of the market and one in which Fortuna plays a leading role. 

As the brand approaches its 50-year anniversary, change founded on consumer insights will continue to play a part in the Fortuna story. 

Brand timeline

Nobel

From the time of its launch in 1981, Nobel has always had a unique and characterful place in the Spanish cigarette market.

Play the video to hear more from Brand Manager Maria Monjardin on Nobel's status as one of our 'local jewel' brands in Spain.

Brand timeline

News

News is one of the leading cigarette brands in France, with a market share of around six per cent.

The brand was launched in the early 1980s in local response to competitors’ introduction of premium American blend products. From its inception, News has always been aimed at meeting the needs of smokers seeking to trade down from pricier brands without compromising on quality.

News is available across multiple formats in all tobacco categories, including roll-your-own and make-your-own. In cigarettes, the brand has a particular strength in larger pack sizes, and the range is extended by the value alternative, News and Co.

In France, sales of News are skewed to the north of the country, but the brand is also available in the neighbouring travel retail destinations of Spain and Belgium. In addition, News has a domestic market presence in the Canary Islands and Madagascar.

As we look to the brand’s future, we continue to focus on quality – driving cigarette blend enhancements in line with consumer expectations and packaging improvements for our fine cut tobacco range. 

Brand timeline

Antonio Gutierrez, Executive Vice President of Operations, ITG Brands

Backwoods

Backwoods is an iconic mass market cigar brand that has fostered strong ties to popular culture throughout its 50-year history. It has a loyal following among its consumers in the USA and beyond, who tell us they identify with its commitment to authenticity and originality.

Backwoods has a firm association with both the music and comedy scenes, particularly within the hip-hop community in the States. This is maintained through carefully planned activations, including a regular presence at festivals across the country.

All Backwoods cigars are made using a 100 per cent broadleaf tobacco wrapper which gives each of them a unique and rustic appearance – no two look the same. There are nine flavour variants to suit differing consumer tastes, each seeking to deliver a premium quality experience.

This year, as this popular and highly recognisable brand reaches its landmark 50th birthday, we continue to view Backwoods as well positioned in the mass market cigar category.

Brand timeline

Mike Signal, Regional Marketing Manager

Champion

Champion is an Aussie legend, an iconic rolling tobacco brand with a long local heritage stretching back more than 100 years.

The brand’s loyal followers tell us they are appreciative of Champion’s distinctive taste and aroma and – as with any typical connoisseur – are willing to pay a little extra for a quality experience.

Champion’s heritage and quality ensures it remains one of the most relevant and valuable tobacco brands in Australia, one of Imperial’s five priority markets. It is one of the best-selling rolling tobacco brands in the country, and the cornerstone of our local fine cut tobacco portfolio.

The classic Ruby variant remains far and away the most popular in the range, accounting for 90 per cent of all Champion sales. Red and Blue variants are also available.

With price and value increasingly key drivers of the Australian tobacco market, Champion pack sizes have continued to evolve, with four different pouch size variants currently available to ensure we meet consumers’ expectations on choice.

Brand timeline

Golden Virginia

With a heritage stretching back to 1877, Golden Virginia is a well-known and trusted brand among hand rolling tobacco smokers in the UK and Ireland. The brand also has a growing presence across continental Europe, including Italy and Greece. Golden Virginia makes use of 20 distinct fine tobacco grades from four different continents, ensuring a unique flavour.

In 2009, Golden Virginia Yellow was added to the brand stable in response to the evolving taste expectations of smokers. Today, Golden Virginia Original and Yellow combined account for around 14 per cent of the UK fine cut tobacco market, and we will stay focused on meeting the expectations of the growing number of smokers who choose rolling tobacco. 

Pouches of Golden Virginia have benefited from innovations driven by a focus on quality. In 2018 a Click and Close Max seal was introduced to pouches to maintain the freshness of the contents for longer, and Rizla rolling papers are included with all packs.

Brand timeline

Rizla

Rizla is an iconic brand with more than 200 years of heritage underpinning its renown.

The number one rolling paper in Europe and in Africa, Rizla has a strong global presence with sales in more than 70 countries. It’s a market leader in many of them too, including in the UK, Ireland, Italy and Greece.

Rizla is unapologetically loud, colourful and quirky and, for many, a byword for the rolling paper category itself. Building on its long history, the brand has cemented its recognition among adult smokers in the modern era through music and motorbike racing sponsorships.

As we seek to drive Rizla’s constant evolution, responsible sourcing and manufacturing excellence will continue to play an important role.

While all Rizla papers are accredited by the FSC®, we’ve upped the ante in recent years through the development of an organic hemp range, Natura, and the introduction in Greece of paper filter tips.

And thanks to engineering advances, we’ve developed our thinnest ever paper, Rizla Precision, to cater for the needs of expert rollers.

Brand timeline

blu

blu is a pioneering vape brand squarely aimed at the ‘next stepper’ – more mature consumers who are making a broader lifestyle shift, like starting a family. 

The brand was first introduced in the US back in 2009, but rapid developments in technology and the growth of the vape category mean that much has changed since that time.

An international expansion of blu, supported by the addition of a rechargeable pod-based device to the portfolio, has given the brand a strong foothold in several European markets. 

Combining Imperial’s refocused approach to innovation with consumer insights, we developed a new blu 2.0 device in 2022. Now available in eight established vaping markets in Europe, including the UK, Spain and France, blu 2.0 offers consumers improved product design, pod performance and battery life.

Following extensive adult consumer research, we have also broadened the blu brand in Europe with a disposable vaping product. blu bar was brought to market within a responsible launch framework and we're working hard to improve the product’s life cycle.

Brand timeline

Pulze

Our heated tobacco proposition consists of Pulze, our heated tobacco device, and iD, our heated tobacco sticks. We piloted the products in Greece and the Czech Republic in 2021 following a reset of our strategic approach to offering compelling and potentially harm-reduced alternatives to traditional cigarettes. 

Building on the successful pilots, Pulze and iD are currently available in a total of seven markets across central, eastern and southern Europe, territories where heated tobacco has become the favoured type of next generation product.

Supported by our growing consumer insights, we work hard to maximise all aspects of the heated tobacco experience. If we're to maximise the harm reduction potential of our heated tobacco offering, it’s important that we establish a genuine connection with adult nicotine users.

Pulze initiatives like ‘Refer A Friend’ demonstrate our understanding of shared moments with friends, and ‘Free Trial’, gives consumers the freedom to explore our products, commitment free, before deciding they’re right for them.  

Brand timeline

Skruf

Friends Adam Gillberg and Jonas Engwall created Skruf in 2003 to give Swedish consumers a fresh, premium alternative to traditional brands of snus, an oral tobacco product with a long history of use in the Nordics.

Skruf broke the mould with its distinctive white cans, a far cry from the dark colours historically associated with the market’s existing offers.

The brand quickly gained traction and a successful introduction to neighbouring Norway followed, where it’s captured around a third of the market. Imperial invested in the business in 2005, completing a full acquisition three years later.

Today the brand retains strong credibility among discerning nicotine users seeking a premium quality experience.

Beyond the core range of traditional pouches, we also seek to meet diverse consumer needs through flavoured tobacco variants as well as a modern oral alternative, Skruf Super White. Tobacco-free Super White first launched in 2018 and is available in Sweden, Austria and Estonia.

Brand timeline

Zone X

Zone X began its journey in the Nordics and other European markets where a heritage of snus tobacco use makes modern oral nicotine the favoured next generation product category.

Interest in these products from nicotine consumers is growing swiftly across an expanding geographic footprint. With a current presence in Sweden, Austria, Norway, Denmark, Estonia and Iceland, the brand is available in a variety of strengths, formats and flavours to meet a range of consumer moods and moments.

Zone X consumers are young adult nicotine users, typically 25+, urban and open-minded. They're making lifestyle changes and favour a discreet way to enjoy nicotine.

We are continuing to build a distinctive brand offer, with flavours designed to offer multisensory experiences for those consumers who want to migrate from traditional snus and other tobacco products.

Innovation is a key part of the brand’s DNA and we’ll continue to develop new options in the Zone X range, closely guided by our consumer insights.

Brand timeline