BAT Kenya will now focus on the high-end cigarette market with its premier Dunhill brand to drive growth. The firm sold more than five billion cigarette sticks last year, with its flagship Sportsman brand accounting for more than half of total sale volumes.
But BAT is turning to Dunhill, which grew 10 per cent last year, to cut reliance on Sportsman and in line with its global strategy to lift unit sales of four brands, which also includes Kent, Lucky Strike and Pall Mall.
“We want to grow the Dunhill brand in this market,” said outgoing BAT Kenya managing director Gary Fagan.
“To further strengthen the brand, we are focused on growing the distribution footprint and innovate on packaging. We launched Dunhill Switch, marking a major innovation milestone in the domestic tobacco industry.”