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A global company

We have a presence and a reach that are truly international

We are proud of our global presence. The range of countries we operate in is a strength of our business as is the diversity of the people who make up our company.

We sell our brands in more than 200 markets worldwide and in 2016 we were market leaders in more than 55 of them.

Our three regions – Europe and North Africa; Asia-Pacific and Middle East; and Americas and Sub-Saharan Africa – cover six continents.

This worldwide presence was further enhanced in July 2017 when our Group acquired the remaining 57.8% of Reynolds American Inc. (RAI) that we did not already own, creating a stronger, global tobacco and Next Generation Products company, with direct access to the U.S. market.

We continue to perform strongly in our key markets across the globe, while our international presence means we are well placed to lead change in our industry by continuing to develop and bring to market potentially less risky Next Generation Products – including Vapour and Tobacco Heating Products – to consumers worldwide.

Proud of our diversity

With factories in more than 40 countries and offices around the world, we have long played a significant role in the communities in which we operate.

Our continuing success is only possible thanks to the passion and dedication of approximately 55,000 talented people across the globe working in our factories and offices or out on the road, supporting farmers and retailers worldwide.

The global nature of our business is reflected in our people’s broad range of nationalities – in 2016, 144 different nationalities were represented at management level in our company.

Their diverse backgrounds and perspectives help us succeed as a company – because having an international workforce means we are better able to understand and meet the needs of consumers in all our markets.

They also help to make BAT a fascinating place to work because of the opportunity to work and collaborate with people from such a wide range of countries and cultures. And in an international business like ours there are exciting career opportunities for people with the passion, drive and ambition to succeed.

We are a global company proud of our track record of building successful businesses in diverse local markets. Our Group’s organisational structure, comprising the three regions mentioned above and RAI in the U.S. as a direct-reporting market, came into effect on 1 January 2018.

The graphic below is based on our previous regional structure, but highlights the contribution our markets across the world made to our performance in 2016 and also shows the geographic spread of our people. In the same year, RAI reported net sales of US$12,503m, its operating companies sold more than 80 billion cigarettes and the RAI Group of companies employed approximately 5,500 people.

Global map
  • Revenue



    • Americas


      21% share of Group revenue

    • Western Europe


      25% share of Group revenue

    • Eastern Europe, Middle East and Africa


      27% share of Group revenue

    • Asia-Pacific


      27% share of Group revenue

  • Volumes

    665 billionCigarettes sold


    • Americas

      113 billion

      17% share of Group volume

    • Western Europe

      120 billion

      18% share of Group volume

    • Eastern Europe, Middle East and Africa

      236 billion

      35.5% share of Group volume

    • Asia-Pacific

      196 billion

      29.5% share of Group volume

  • Employees



    • Americas


      28% share of Group employees

    • Western Europe


      25.5% share of Group employees

    • Eastern Europe, Middle East and Africa


      22% share of Group employees

    • Asia-Pacific


      24.5% share of Group employees

*Constant currency (CC) provides the information based on a re-translation, at prior year exchange rates, of the current year information.

**Average number of people employed by the Group during 2016.