Du Maurier
A Canadian cigarette brand produced by Imperial Tobacco Canada, a British American Tobacco subsidiary.
Last updated October 16, 2026
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Overview
Du Maurier is a Canadian cigarette brand produced by Imperial Tobacco Canada, which operates within the British American Tobacco group. The brand is associated primarily with the Canadian tobacco market and is also produced under licence by the West Indian Tobacco Company in Trinidad and Tobago. Its name comes from Sir Gerald du Maurier, the British actor and producer, rather than from his daughter, the novelist Daphne du Maurier. The brand originated in the United Kingdom in 1930. According to the brand's historical account, Sir Gerald du Maurier sought a cigarette that would be less irritating to his throat. He allowed a tobacco manufacturer to use his name in connection with the product, with the resulting royalties helping him address substantial tax liabilities. The original tobacco company was Peter Jackson, a business that operated as a subsidiary of International Tobacco. International Tobacco was acquired by Gallaher in 1934, placing the brand within a larger British tobacco organization. Du Maurier's ownership history later became connected to British American Tobacco. In 1979, the brand passed to British American Tobacco, which had acquired the overseas trademark rights when it purchased Peter Jackson (Overseas) Ltd. The brand subsequently became part of the Canadian portfolio managed by Imperial Tobacco Canada, British American Tobacco's Canadian subsidiary. In Canada, Du Maurier has been marketed as a conventional combustible cigarette brand in a market characterized by extensive regulation, standardized health warnings, restrictions on tobacco advertising, and limits on sponsorship. The available source material does not identify a single founding product variant or provide reliable information about current individual varieties, pack sizes, market share, sales, or financial performance. Its principal product category remains cigarettes. The brand also has a documented history of sports sponsorship in Canada. It sponsored the Canadian Women's Open golf tournament from 1988 through 2000 and supported the women's Canadian Open tennis event from 1997 through 2000. These activities ended when Canadian anti-tobacco legislation came into force in 2000 and prohibited tobacco companies from sponsoring major sporting events. In 2005, Du Maurier updated the visual appearance of its packs and cigarette vending machines, accompanied by a series of advertising posters. Because tobacco advertising and promotion are highly restricted in Canada, the historical significance of these activities is greater than their relevance to the brand's contemporary marketing model. Du Maurier remains identifiable as a Canadian tobacco brand within the Imperial Tobacco Canada portfolio. Its international corporate ownership, British origin, Canadian market identity, and licensed production in Trinidad and Tobago distinguish it from similarly named cultural or personal namesakes.
History
Du Maurier was introduced in the United Kingdom in 1930. The brand was created after Sir Gerald du Maurier, a prominent British actor and producer, expressed a desire for a cigarette that would be less irritating to his throat. He permitted the tobacco manufacturer behind the product to use his name. Historical accounts associate the royalties from that arrangement with his efforts to reduce substantial tax liabilities. The original producer was Peter Jackson, which operated as a subsidiary of International Tobacco. International Tobacco was acquired by Gallaher in 1934, bringing the brand under the control of a larger tobacco company. Du Maurier's subsequent ownership developed along separate domestic and overseas lines. In 1979, British American Tobacco acquired the brand's overseas interests through its purchase of Peter Jackson (Overseas) Ltd. The brand later became part of Imperial Tobacco Canada, the Canadian operating company of British American Tobacco. Du Maurier developed a substantial presence in Canada, where it became associated with the country's cigarette market. The available historical material identifies Canada as the brand's principal market but does not provide reliable founding information for a separate Canadian launch, detailed product-variety chronology, sales figures, or market-share data. The brand is also produced under licence by the West Indian Tobacco Company in Trinidad and Tobago. The brand's Canadian public profile included sponsorship of women's sport. Du Maurier sponsored the Canadian Women's Open golf tournament from 1988 to 2000. It also sponsored the women's Canadian Open tennis event from 1997 to 2000. These sponsorships ended when Canadian anti-tobacco legislation prohibited tobacco companies from sponsoring major sporting events. The change illustrates the effect of tobacco-control policy on the brand's public communications and associations. In 2005, Du Maurier changed the appearance of its packs and cigarette vending machines. The redesign was supported by a set of advertising posters. No reliable source in the supplied material specifies the individual cigarette variants, the creative agencies involved, the campaign budget, or the commercial results of the redesign. Du Maurier is now presented as a Canadian cigarette brand within Imperial Tobacco Canada's portfolio and the wider British American Tobacco group. Its history combines a British origin, a namesake connection to Sir Gerald du Maurier, successive changes in tobacco-company ownership, a strong Canadian market identity, licensed production in Trinidad and Tobago, and a marketing history shaped by increasingly restrictive tobacco regulation.
- 2005
Packaging and vending-machine redesign
[1]The brand changed the design of its packs and cigarette vending machines and produced related advertising posters.
- 2000
Canadian sports sponsorships end
[1]Sponsorship of the Canadian Women's Open and the women's Canadian Open tennis event ended after Canadian anti-tobacco legislation prohibited tobacco-company sponsorship of major sporting events.
- 1997
Women's Canadian Open tennis sponsorship begins
[1]Du Maurier began sponsoring the women's Canadian Open tennis event.
- 1988
Canadian Women's Open sponsorship begins
[1]Du Maurier began sponsoring the Canadian Women's Open golf tournament.
- 1979
Brand passes to British American Tobacco
[1]Du Maurier passed to British American Tobacco through the company's acquisition of Peter Jackson (Overseas) Ltd and related overseas trademark interests.
- 1934
Peter Jackson enters the Gallaher organization
[1]The brand's original producer, Peter Jackson, was associated with International Tobacco, which was taken over by Gallaher.
- 1930
Brand launched in the United Kingdom
[1]Du Maurier was introduced after Sir Gerald du Maurier sought a cigarette he found less irritating to his throat and agreed to lend his name to the product.
Products and positioning
A heritage cigarette brand with a Canadian market identity, named after British actor Sir Gerald du Maurier and marketed within the regulated tobacco sector.
Cigarettes · 1930
Du Maurier cigarettes
The core Du Maurier offering is a line of combustible cigarettes sold primarily in Canada. The supplied reference identifies the brand category but does not provide a complete, reliable list of current varieties, blend specifications, pack formats, nicotine levels, or launch dates for individual products. Production is associated with Imperial Tobacco Canada in the Canadian market, with licensed production by the West Indian Tobacco Company in Trinidad and Tobago.
Marketing campaigns
- 2005Pack and vending-machine redesign
Canada
Du Maurier refreshed the visual appearance of its cigarette packs and vending machines and supported the change with advertising posters.
- 1997Women's Canadian Open tennis sponsorship
Canada
Du Maurier sponsored the women's Canadian Open tennis event from 1997 through 2000. The sponsorship was discontinued in 2000 when Canadian tobacco-control legislation barred tobacco-company sponsorship of major sporting events.
Outcome. The sponsorship was discontinued in 2000 when Canadian tobacco-control legislation barred tobacco-company sponsorship of major sporting events.
- 1988Canadian Women's Open sponsorship
Canada
Du Maurier sponsored the Canadian Women's Open golf tournament from 1988 through 2000, giving the cigarette brand a visible association with women's professional sport. The sponsorship ended in 2000 after Canadian anti-tobacco legislation prohibited tobacco companies from sponsoring major sporting events.
Outcome. The sponsorship ended in 2000 after Canadian anti-tobacco legislation prohibited tobacco companies from sponsoring major sporting events.
Brand decisions
2005
Visual redesign of packs and vending machinesOtherBackground
The brand revised its retail presentation in the context of its continuing cigarette business.
Action taken
Du Maurier changed the design of its packs and cigarette vending machines and created related advertising posters.
2000
Withdrawal from major sports sponsorshipStrategyBackground
Canadian anti-tobacco legislation prohibited tobacco companies from sponsoring major sporting events.
Action taken
Du Maurier ended its sponsorships of the Canadian Women's Open golf tournament and the women's Canadian Open tennis event.
Aftermath
The legislative change curtailed a prominent form of brand visibility in Canadian sport.
1979
Transfer of overseas brand interests to British American TobaccoM&ABackground
British American Tobacco acquired Peter Jackson (Overseas) Ltd, the company associated with overseas trademark ownership for Du Maurier.
Action taken
The brand's overseas interests passed into the British American Tobacco group.
Aftermath
Du Maurier later became part of the Imperial Tobacco Canada portfolio in Canada.
Sources2 sources
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