Imperial Brands launches Golden Virginia Amber Blend

The launch of Amber Blend marks Golden Virginia’s first new launch in 15 years

  • Product: Golden Virginia Amber mix
  • Supplier: Imperial brands
  • Recommended retail price: £21.35 (30g)
  • Available: now

Imperial Brands is expanding its Golden Virginia tobacco range with the launch of a new Amber Blend, the brand’s first new blend in 15 years.

The new variety is available in a 30 gram bag with a suggested retail price of € 21.35. The supplier says it has a “smooth, rich and aromatic” flavor profile, with lower moisture content from sun-dried leaves.

It is the brand’s first new launch since Golden Virginia Yellow in 2009.

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Yawer Rasool, UK & Ireland consumer marketing director at Imperial Brands, said: “With many consumers looking to save money, we have seen sales of roll-your-own (RYO) products within the value price sector increase by 8% year on year. , making it the fastest growing segment. Despite this, the premium price sector still has the largest share of the RYO market at 36%, highlighting the continued demand for high-quality RYO products.

“With the launch of our new Golden Virginia Amber Blend, we are helping retailers meet the needs of both value-seeking and quality-conscious consumers by delivering a premium rolling experience at a competitive price. This strategic move allows us to leverage the brand’s long-standing legacy and reputation to introduce a new product that aligns with current consumer preferences and market dynamics.”

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