Japan Tobacco Rebrands Mild Seven To Compete With Marlboro

(Trefis) Japan Tobacco recently announced the re-branding of its flagship brand Mild Seven to Mevius in an attempt to gain international market share and take on the world’s best selling cigarette brand, Philip Morris’s (NYSE:PM) Marlboro.
Mild Seven holds the largest market share for premium cigarettes in Japan and is sold in 16 other countries, including Taiwan, South Korea and Russia. The brand had global shipment volumes of 76.5 billion units in 2011 compared to Marlboro’s 302 billion units. Continued