British American Tobbaco

A global company

We have a presence and a reach that are truly international

We are proud of our global presence. The range of countries we operate in is a strength of our business as is the diversity of the people who make up our company.

We sell our brands in more than 200 markets worldwide and in 2017 we were market leaders in more than 55 of them.

We have genuine global reach: our three regions – Europe and North Africa; Asia-Pacific and Middle East; and Americas and Sub-Saharan Africa – cover six continents.

Proud of our global diversity

Our continuing success is only possible thanks to the passion and dedication of more than 55,000 talented people across the globe working in our factories and offices or out on the road, supporting farmers and retailers worldwide.

The global nature of our business is reflected in our people’s broad range of nationalities – in 2017, 143 different nationalities were represented at management level in our company.

Their diverse backgrounds and perspectives help us succeed as a company – because having an international workforce means we are better able to understand and meet the needs of consumers in all our markets.

They also help to make BAT a fascinating place to work because of the opportunity to work and collaborate with people from such a wide range of countries and cultures.

Key wins

Our strategic focus areas

Productivity

Effectively deploying resources between product categories and managing our cost base to release funds for investment

This is only the beginning

All of the progress we have made to date gives us confidence to set clear ambitions for our future. By the end of 2018 our objective is to generate over £1 billion revenue from NGPs and by 2022 to have increased that figure fivefold to £5 billion.

Taken together with the growing revenue from our oral tobacco business, we fully expect that by 2030 a very significant percentage of Group revenue will be generated by potentially reduced-risk products. These aims will not be easy to reach, but, with a combination of commitment and investment, we believe they are achievable.

Our vision

World’s best at satisfying consumer moments in tobacco and beyond.

Our consumers are at the core of everything we do and our success depends on addressing their preferences, concerns and behaviours. We know that these are fragmenting and evolving at an unprecedented pace, and consequently, we are focusing on providing a range of tobacco and nicotine products across the risk spectrum. In addition, we are clear that to win in this space we need to understand our consumers’ preferences and further invest in a pipeline of ever evolving innovations.

Our mission

Delivering our commitments to society, while championing informed consumer choice

We have long known that, as a major international business, we have a responsibility to address societal issues with our tobacco products and that, as our business continues to grow, so does our influence and the responsibility that comes with it.

We are also clear that we have a duty to our shareholders to ensure we continue to deliver today and invest for a sustainable future and to our consumers to provide, in addition to our combustible products, a range of potentially reduced-risk products such as NGPs and oral tobacco products.

Our Transforming Tobacco ambition, with its core objective of providing consumers with more choice, more innovation and potentially less risk will allow us to: satisfy these consumers; address societal concerns at large through the growth of multiple categories of potentially reduced-risk tobacco and nicotine products; and provide a sustainable, profitable future for our shareholders