JTI has introduced a new look across the entire range of its premium cigarette brand Berkeley.
The product itself will remain unchanged while the pack design has been up-dated to give the brand a more contemporary feel. Changes to the pack include a simplified crest logo, modernised font for the Berkeley name and a new two tone ‘chequered’ design across all three Berkeley variants. The price will also stay the same.
Jeremy Blackburn, head of communications for JTI, said: “Berkeley is a well-known and established premium cigarette brand, and should be part of any retailers premium offering. This contemporary new look will help to ensure that Berkeley remains relevant to today’s adult smoker, as well as continuing to be a profitable line for retailers.”
According to JTI the Berkeley brand holds a 4.5% share of the premium cigarette sector, equating to annual sales of over pound;170m for retailers.
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