Golden Virginia, which accounts for one-in-four roll-your-own tobacco purchases according to Imperial’s research, has been renamed Golden Virginia Classic.
It now comes in a new pack featuring a simpler, sleeker design in a deeper shade of green and subtler gold writing.
The tobacco will remain the same but the firm believes the new design is “more premium, denoting expertise in tobacco and heritage”.
Brand Manager, Ryan Hopkins said: “In terms of white stick equivalent volume, RYO accounts for 26% of the tobacco market and is a key category for retailers.
“Golden Virginia Classic is the UK’s number one premium RYO tobacco brand – it defines rolling tobacco for refined adult smokers and the new design reaffirms Golden Virginia Classic as the best brand in the roll-your-own market.”
The rrps for Golden Virginia Classic will remain unchanged, with a 12.5g pouch at £4.19, 12.5g handy pack at £4.39, a 25g pouch costing £8.16 and a 50g pouch at £16.18.
Imperial has also rebranded its Golden Virginia Smooth range and renamed it GV Smooth in a bid to “become a new generation brand for a new generation of adult smokers”.
The firm estimates the RYO market has a retail value of £1.75 billion. It believes the “smooth” section of this market has grown by 16% in volume over the past year and that GV Smooth has grown ahead of the curve at 24%.
Imperial said Golden Virginia Smooth has “significant appeal to females and adult smokers aged 18-35 – women are increasingly entering the RYO category and now account for 55% of existing adult smokers choosing to make RYO their preferred tobacco choice”.
The rebranded GV Smooth will appear in a new portrait pack from mid-March.
Hopkins said: “The new, vibrant GV Smooth pack has been designed specifically with the modern RYO consumer in mind. It now provides a clear identity and differentiation within the Golden Virginia family. The new portrait design will also make it easier for retailers to merchandise and provides a clear differentiation to other RYO brands.
“GV Smooth will continue to be available in 12.5g, 25g and 50g pack sizes, with papers included in the 50g pack size. The 8g Handy Pack, which includes papers and tips, will continue to offer consumers added convenience as well as a great low out-of-pocket price of £2.50. Retailers should ensure they offer the complete range to cater for all their shoppers.”