Lorillard produces cigarettes for both the premium and discount segments of the domestic cigarette market. Our premium brands include Newport, Kent and True; and our discount brands include Maverick and Old Gold.
Premium brands are well known, established brands marketed at higher retail prices. Discount brands are generally less well recognized brands marketed at lower retail prices.
Newport®, our flagship premium cigarette brand, is the top selling menthol and second largest selling cigarette brand overall in the United States based on gross units sold in 2011. The Newport brand accounted for approximately 88 percent of our sales revenue for the fiscal year ended December 31, 2011. Newport® Non-Menthol, launched in 2010, is a premium non-menthol product that delivers the high quality tobacco taste that adult smokers have grown to expect from Newport.
Maverick®, one of America’s leading discount cigarettes, offers adult smokers the smooth taste of a premium priced cigarette at an everyday low price.
Lorillard’s five brands include 43 different product offerings which vary in price, taste, flavor, length and packaging. We sold our major trademarks outside of the United States in 1977. We maintain our headquarters and manufacture all of our products at our Greensboro, North Carolina facility.