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Building brands

Building brands

Global brands to meet the needs of consumers

BAT is a leading multi-category consumer goods business dedicated to stimulating the senses of adult consumers worldwide. Our portfolio reflects our commitment to meeting the evolving and varied needs of today’s consumer who seeks sensorial enjoyment for different moods and moments.

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.

Global Drive Brands
Our Reduced-Risk Portfolio (Non-Combustibles)*†
New Categories
Tobacco Heating
Modern Oral
Traditional Oral
Combustible Tobacco
Lucky Strike
Pall Mall
Natural American Spirit

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.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.

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