JTI has introduced new pack designs and formats across the Hamlet range in time for the key summer sales period.

The new look seeks to reinforce the brand’s heritage by featuring fictional characters from the ‘Freeman business empire’, which founded the original Hamlet cigar factory.

The Hamlet singles 50s drum is also now available as a half outer while Hamlet miniature 10s have also moved to a more compact tin format in response to demand from existing adult smokers.

The refreshed design and pack changes will be supported by bespoke POS in the wholesale channel.

JTI’s head of communications Jeremy Blackburn said: “As a brand synonymous with heritage and quality, Hamlet is a long-standing success story for retailers in the profitable cigar category.

“The range also offers impressive PORs for retailers of up to 21.3% , whilst the availability of Hamlet 50s drums in half outers means retailers can also benefit from reduced cash outlay.”