Scandinavian Tobacco Group UK has signed a UK distribution agreement with the Mac Baren Tobacco Company for its prominent pipe tobacco brands.


Based in Denmark, Mac Baren is the second largest producer of pipe tobacco in the world and sold in over 80 different countries. The distribution agreement is effective from 1 September 2020.

The Mac Baren UK range consists of St. Bruno Ready Rubbed, which is the number two pipe tobacco brand with a value market share of 22.6%; St. Bruno Flake with a share of 6.1% and Gold Block which has a value market share of 8.1%. When added to STG’s existing pipe tobacco brands, including Clan, it will give STG a significant market share of just over 60% of the £27.5m UK pipe tobacco market (IRI MarketPlace).

STG’s UK country director Alastair Williams said: “This deal firmly positions STG as the leading player, not only in cigars, but now also in traditional pipe tobacco too, and means we can now offer the trade two of the top three significant brands in the category. Pipe tobacco customers are typically very brand loyal and over 90 tonnes of it were sold in the UK in the last 12 months, so we’d strongly encourage retailers to ensure they remain fully stocked of the best-selling brands like St. Bruno Ready Rubbed and Clan.”