Imperial Tobacco is relaunching Golden Virginia Smooth as GV Smooth "a new generation brand for a new generation of adult smokers".

Imperial Tobacco’s Golden Virginia brand manager, Ryan Hopkins, said: "The new, vibrant GV Smooth pack has been designed specifically with the modern RYO consumer in mind. It now provides a clear identity and differentiation within the Golden Virginia family. The new portrait design will also make it easier for retailers to merchandise and provides a clear differentiation to other RYO brands."

There is also a new design for Golden Virginia, which is now known as Golden Virginia Classic, and is aimed at the discerning roll-your-own adult smoker, whose preference is for a premium offering.

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