Imperial to sell cut-price new brand

Imperial Tobacco is to enter the cut-priced tobacco sector with the launch of its new Richmond brand. The brand will go on sale from September 6 at a recommended retail price of &£3.25 for 20 cigarettes, and will be supported with an advertising campaign through Mustoe Merriman Herring Levy. It will come in two variants, one with a tar level of 12mgs and Richmond Lights at 5mgs. Graham Blashill, Imperial’s UK managing director, says: “The sector accounts for 20 per cent of the total cigarette market and is growing.” Richmond, Imperial’s first brand launch in 16 years, will compete against Gallaher’s Mayfair and Sovereign brands. Its launch was brought forward following the Government’s decision to implement the European Union directive banning tobacco advertising on December 10.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here