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. 

In Germany in 2023 we launched Full Red, which offers a more intense taste experience. In summer 2025 we will launch our first slims, offering smokers more choice through format innovation. 

In Australia we have also expanded our portfolio with two new ranges, JPS Evolve & JPS Classic, which have been developed in response to the changing tastes and expectations of smokers. 

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.

Following a period of geographic growth, Davidoff is now 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 more than 30 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, and newer additions to the portfolio include Rich Gold in Morocco and Extra-Ice in Algeria.

Rich Gold is a new Virginia-rich full-strength blend, while Extra-Ice is the latest in our crushball range, offering smokers the choice to mentholate their smoking moment.

As we look to the future, we see continued opportunity to differentiate our products through our blending experience and consumer insights. 

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-focused cigarette innovations such as slower burning paper and reclosable 'Fresh Seal' packs.

Brand timeline

Winston

Winston has commanded strong recognition among American adult smokers from the time of its introduction in 1954.

For a period in the 20^th Century, this iconic brand was the most popular cigarette in the States. It became part of our portfolio in 2015 and, supported by our work to reinvigorate Winston, today it remains one of the best-selling cigarette brands in the country.

Our focused investment in the brand starts with what we know about Winston smokers in the US. They’re proud and patriotic, they embrace timeless American values such as freedom, and they enjoy outdoor life and motor racing.

In 2022 Winston packs were refreshed for the first time in several years, with new features taking their cue from the brand’s heritage. And as consumer needs evolve, we’ve expanded the range with the launch of a value offering, Winston Select.

Our work to revitalise Winston is paying off, with the brand growing share of the premium segment over the last few years.

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've been excited to expand the Kool portfolio for the first time in decades, firstly in 2023 through the nationwide non-menthol Kool Luxe and, in 2024, through the value offering Kool Black in selected areas.

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 long-standing 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 Lambert & Butler cigarettes include enhanced filter technology and the introduction of rolling tobacco variants. 

Brand timeline

Fortuna

Fortuna is one of our ‘local jewel’ brands in Spain, where its storied history spans more than 50 years.

Following a soft pack launch in 1974, a series of sports sponsorships in the 1980s and 1990s helped Fortuna establish a prominent position in the Spanish cigarette market. Yet the brand continues to evolve with refreshed branding, updated packaging and the launch of a new sub-brand, Fortuna Go, aimed at meeting the expectations of modern-day adult smokers.

Five decades on, Fortuna is particularly strong in central, eastern and southern Spain, with almost 90% of sales made in those regions. And we continue to innovate, with improved filter technology, packaging with rounded corners and fresh pack designs celebrating Fortuna’s colourful heritage.

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. 

Fortuna remains a keystone brand in one of our core markets.

Brand timeline

Nobel

Launched in 1981, Nobel holds an established position as one of Spain’s leading cigarette brands.

Art and creativity have been at the centre of Nobel’s DNA for a quarter of a decade, supported by a series of collaborations with fashion designers and pop icons.

Nobel’s famous limited packs have included graffiti, embroidery, quilting, neon and foil stamping alongside innovative reinventions of its identity. Targeted activations have embraced regional celebrations and global events such as Pride, helping the brand carve out a distinct niche away from competitor brands.

Consumers are at the heart of Nobel’s appetite for innovation. A 2019 brand design ‘revolution’ was driven by consumer research, modernising its image. In 2022, the Nobel team launched Super Slim and Super Slim Fresh cigarettes, offering yet more choice to consumers. 

Nobel remains a unique and characterful brand in one of Imperial’s core markets. The team continues to innovate, launching new formats and introducing a new pack design in 2025.

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 Vaughan, Brand Marketing Director

Backwoods

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

Backwoods has a particular affinity within the hip-hop community in the States. This is maintained through carefully planned partnerships and activations, including a regular presence at festivals.

All Backwoods cigars are made using a 100% broadleaf tobacco wrapper which gives each a unique appearance. The portfolio includes iconic variants such as Sweet Aromatic and Honey Berry, alongside limited time and select, premium offers based on wrapper origin. A new addition to the Backwoods portfolio is TrueWraps, a roll-your-own option for adult consumers looking for a 100% tobacco leaf option in the fast-growing wraps category.

As this consumer-led brand continues to evolve into a true lifestyle brand beyond its landmark 50th birthday, Backwoods remains an iconic leader in the category and a true jewel of the broader Imperial portfolio. 

Brand timeline

Alexander Borowski, Regional Marketing Manager, AAACE

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 premium blend with the distinct taste 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 variant, formerly known as Ruby, remains far and away the most popular in the range, accounting for 90 per cent of all Champion sales. Virginia (previously known as Red) and Original (formerly Blue) variants are also available. 

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 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.

A release of limited edition papers in 2022 was followed by a global pack refresh in 2023, and 2024 saw the launch of GV Amber, a lower moisture alternative with all-new packaging.

Brand timeline

Maverick

In 1986, Lorillard Tobacco Company launched Harley-Davidson branded cigarettes. After the partnership concluded in the mid-1990s, the line was rebranded, and Maverick cigarettes was officially launched in 1998.

Since then, Maverick has continued carving out a solid reputation within the US market’s traditional discount segment. In 2015, the brand was part of a suite of US factory made cigarette brands (including Winston, Kool, and Salem) acquired by Imperial and its US subsidiary ITG Brands, LLC.

Perfectly positioned for price-conscious adult consumers, Maverick has proved to be a resilient regional brand across northeast and midwestern states. Because of its variety of menthol and non-menthol product offerings, Maverick resonates with a wide range of adult consumers that see themselves as everyday rebels.

Now ITG Brands’ third most profitable brand, Maverick is extending its reach through a 21-state expansion initiative. With this push to gain a greater national footprint, Maverick is slated to become a must watch brand.

Brand timeline

Dutch Masters

When Dutch Masters was created in 1912, its founders at the GH Johnson Cigar Company looked to Rembrandt’s Syndics of the Drapers’ Guild (1662), which depicts the Amsterdam cloth guild wardens responsible for quality assurance.

The painting became the brand's insignia, and the choice would also later echo Dutch Masters’ alignment with the arts. For the past several years Dutch Masters has engaged with target consumers in the USA through culturally relevant events, activations and partnerships in the areas of music, film, fashion, culinary and visual art.

In 2014, a sub-brand, Dutch, was introduced as a value proposition cigarillo with more adventurous variants, accompanying Dutch Masters’ large format and cigarillo offerings in classic flavours. Dutch experienced explosive growth in its first decade.

Dutch Masters Leaf was launched in 2024 as a new, all-natural leaf cigar line, crafted with rich, high-quality tobaccos wrapped in 100% all-natural leaf wrapper. Dutch Masters Leaf comes in four variants: Palma, Gold, Tropical, and Russian Cream. 

Brand timeline

Fine

Fine was a trailblazer when it was launched by SEITA as the first slim cigarette in France in 1977.

But it was the brand’s expansion into Africa in 1980 that would pave the way for Fine’s international success. By the mid-1980s, Fine was extending into west African markets such as Togo, Benin, Cote d’Ivoire, Senegal, Niger and Burkina Faso, and introducing a king size format. A push into central African markets followed.

Bolstered by excellent distribution and availability, and consistent quality, Fine would go on to become a market leader in sub-Saharan countries.

Imperial took on ownership of the brand in 2008 through the company’s acquisition of Altadis. Today Fine is our second best-selling brand in Africa. 

Fine uses a blend of Virginia tobaccos. The brand’s timeless packaging and ‘London | Paris’ tagline is instantly recognisable in its core markets. Despite its classic appeal, Fine continues to innovate, including the recent introduction of Uno and Duo crushball products.

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 new products including Natura organic hemp papers, Precision super thin papers, flavoured crushball tips, unbleached papers and plastic free filters.

Brand timeline

blu

blu is a trusted and established brand meeting the needs of adult nicotine consumers through an increasingly diverse range of high-quality vaping products.

The addition of rechargeable pod-based devices and disposable devices to the blu portfolio has helped the brand maintain a strong foothold in the key European vaping markets, which include the UK, France and Spain. 

Combining a refocused approach to innovation with powerful consumer insights, we developed and launched blu 2.0 in 2022. This was followed by blu bar, with the second iteration blu bar 1000 making us the first global tobacco player to launch a higher puff count disposable. blu box was added the range shortly after.

In 2024 came a rechargeable pod variant, blu bar kit, which our consumers tell us provides a superior sensorial experience over competitor brands. blu box kit is being added to the quickly evolving range in 2025. 

We’re dedicated to providing quality and authentic adult flavours, with award-winning creative campaigns to support product launches. We also work to improve the lifecycle of the entire portfolio, encouraging responsible disposal or recycling where available.

Brand timeline

Pulze

Pulze is our heated technology device which can be paired with iD, our heated tobacco sticks, and iSenzia, our flavoured zero tobacco sticks.

All three offerings are available in several markets across central, eastern and southern Europe – territories where heat devices and sticks have become the favoured type of next generation product. 

Our consumers in this category tend to be value conscious. They enjoy established rituals, and many are still on a journey away from cigarettes. A simple-to-operate device and a stick with a flavour close to a smoking experience are the two things our heated consumers value most.

Supported by our consumer insights, we work hard to maximise all aspects of the Pulze experience. If we're to maximise the harm reduction potential of our heated offerings, 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 Skruf’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, Iceland, Austria, Estonia and Finland.

Brand timeline

Zone

Zone was introduced as a distinctive challenger brand in the fast-growing modern oral nicotine category in the US in 2024.

The product is differentiated from competitors through its soft pouch material which delivers higher moisture content, long lasting flavour, and a more satisfying nicotine experience.

Zone pouches are available in around a dozen metropolitan areas in the US, including Cincinnati, Nashville and Raleigh. To maximise appeal to its target consumer, aged 30+, the range includes 14 variants across two different nicotine strengths.

Entry to the US market was made possible through Imperial Brands’ acquisition of a range of pouches from TJP Labs in June 2023. The deal was struck after the products performed well in consumer testing.

Zone has received encouraging feedback from the retail trade as well as adult tobacco consumers seeking an alternative way of enjoying nicotine and users of competitor products in the modern oral category. We see further opportunities to expand distribution, build awareness and innovate.

Brand timeline