Imperial Tobacco says premium tobacco brands such as Lambert & Butler, Golden Virginia and Embassy will see a boost in sales this Christmas as many consumers trade up from their usual tobacco brand at this time of year. The firm is therefore advising retailers to stock up now.

Retail tobacco sales traditionally increase in the weeks running up to Christmas, providing a great commercial opportunity for retailers; with premium cigarette brands seeing the greatest uplift in sales the weekend before Christmas.

Imperial Tobacco’s head of consumer marketing, Jo Wren, said: "This is the season for celebrations and parties and a time when adult smokers often trade up and enjoy our premium product lines.

"While our lower-priced brands have seen the biggest volume growth this year, premium brands see a particular uplift in sales around the festive period.

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