VIDEO interview: BAT GTR on building ‘the brands of the future’

By Charlotte Turner |

BAT tells Charlotte Turner in an exclusive video interview that the company has a clear purpose: to build ‘A Better Tomorrow’ by reducing the health impact of its business and, in doing so, creating multi-stakeholder value.


Established in 1902, for the past 120 years  BAT’s product portfolio comprised cigarettes. Fast forward to today and the business is radically different.


In this video interview with TRBusiness, which took place during the TFWA World Exhibition in October, BAT says it is building ‘the brands of the future’ with a multi-category portfolio of non-combustible products, tailored to meet the preferences of adult consumers.


The BAT executives say that the company is working on innovations to create products that are backed by science, which provide adult smokers with ‘less risky’ alternatives.


The video features Tony Clayton, Head of Customer Management – Global Travel Retail; Lars Kai, General Manager, Greater China Cluster and Global Travel Retail; and Nicola Sheridan, Head of Brand Activation – Global Travel Retail.

As Clayton outlines in the interview, by 2025 BAT aims to reach £5 billion/$6.7 billion in revenue for its New Category products. By 2030, it aims to bring 50m nicotine consumers into its non-combustible business.


BAT believes that the travel retail industry plays a ‘crucial role’ in supporting the transformation of the industry; at the same time creating a platform for adult smokers to learn about these products to make more informed choices.


This video originally appeared in the November/December e-zine.

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