British American Tobacco’s acquisition of Swedish snus maker Winnington Holding AB


Addleshaw Goddard has advised British American Tobacco (BAT) on its acquisition of Winnington Holding AB, the manufacturer of the white snus brand, EPOK, an innovative tobacco product popular in Scandinavia.

The deal positions BAT at the forefront of tobacco innovation as white snus represents one of the tobacco industry’s answers to growing consumer demand for harm-reduction means of nicotine consumption. White snus is a purified form of tobacco which remains white when consumed under the lip, and is expected to continue as one of the fastest growing tobacco categories in Scandinavia, gaining momentum through BAT’s developed distribution channels.

Winnington has a market share of 0.7 per cent in Sweden and 1.5 per cent in Norway, and can now see its innovative products enjoying improved market access by BAT’s distribution channels.

Addleshaw Goddard has advised British American Tobacco on the deal with a team led by corporate partner Chris Taylor (picture), with support from corporate associates Kevin O’Connor and Louise Pritchard, and specialists across the firm. Swedish law firm, Lindahl, advised on Swedish law elements of the transaction.

Involved fees earner: Chris Taylor – Addleshaw Goddard; Kevin O’Connor – Addleshaw Goddard; Louise Pritchard – Addleshaw Goddard;

Law Firms: Addleshaw Goddard;

Clients: British American Tobacco;