Message from our Area Director and GM South Africa


Area Director Andre Joubert
André Joubert
SSA Area Director and GM South Africa

British American Tobacco South Africa is a significant player in the global BAT group of companies, with a proud local heritage.

We have entered a period of exciting change following the launch of our Better Tomorrow™ strategy, which puts sustainability front and centre of everything we do.

We will build A Better Tomorrow™ through a multi-category portfolio of non-combustible products, tailored to meet the preferences of adult consumers. We are becoming a business that defines itself, not by the product it sells, but by the consumer needs that it meets.

By driving value from our combustibles business - and simplifying our organisation – we will accelerate this ambitious transformation.

In addition to reducing the health impact of our cigarettes business by providing reduced risk alternatives*, we are also driving excellence in all other environmental, social and governance measures.

By building on our strong foundations, we will build a Better Tomorrow™ for consumers, employees, shareholders and society.

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.