2011 Annual Report


Before it’s Gold, it’s Marlboro, defined by an established tradition of quality. The Gold family of Marlboro is progressive, delivering a smooth taste and refined smoking experience. In 2011 the Marlboro Gold family enjoyed an estimated global market share, excluding the U.S. and the People’s Republic of China, of 3.4%, driven by its main variant Marlboro Gold Original. By the end of the year, Gold Original had been rolled out in its new contemporary pack in 150 markets, representing over 95% of its global in-market sales volume. Shipment volume of the entire Gold family was up by 1.4% in 2011. This solid performance was largely driven by the innovative, slimmer diameter variants Marlboro Gold Touch and Fine Touch. Sold in over 45 markets by the end of 2011, sales of these two variants alone surged by over 50%.