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A global company

A presence and reach that are truly international

One of the major strengths of our business is our global presence – you’ll find us in countries spread across all parts of the world.

We sell our brands in more than 200 markets worldwide and in 2016 we were market leaders in more than 55 of them.

Our four regions – Americas; Asia-Pacific; Eastern Europe, Middle East and Africa; and Western Europe – cover six continents.

We are a global company proud of our track record of building successful businesses in diverse local markets.

The graphic below highlights the strong contribution each of our regions in 2016 made to our annual performance and also shows the geographic spread of our people.

Global map
  • Revenue



    • Americas


      21% share of Group revenue

    • Western Europe


      25% share of Group revenue

    • Eastern Europe, Middle East and Africa


      27% share of Group revenue

    • Asia-Pacific


      27% share of Group revenue

  • Volumes

    665 billionCigarettes sold


    • Americas

      113 billion

      17% share of Group volume

    • Western Europe

      120 billion

      18% share of Group volume

    • Eastern Europe, Middle East and Africa

      236 billion

      35.5% share of Group volume

    • Asia-Pacific

      196 billion

      29.5% share of Group volume

  • Employees



    • Americas


      28% share of Group employees

    • Western Europe


      25.5% share of Group employees

    • Eastern Europe, Middle East and Africa


      22% share of Group employees

    • Asia-Pacific


      24.5% share of Group employees

*Constant currency (CC) provides the information based on a re-translation, at prior year exchange rates, of the current year information.

**Average number of people employed by the Group during 2016.

Reynolds American Inc. acquisition

Our worldwide presence was further enhanced in July 2017 when British American Tobacco p.l.c. (BAT) acquired the remaining 57.8% of Reynolds American Inc. (RAI) that BAT did not already own. In 2016, RAI reported net sales of US$12,503m, its operating companies sold more than 80 billion cigarettes and the RAI Group of companies employed approximately 5,500 people.