Memphis
Memphis is an Austrian cigarette brand historically associated with Austria Tabak and now owned and manufactured within Japan Tobacco's group.
Last updated August 24, 2026
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Overview
Memphis is an Austrian cigarette brand whose documented commercial history begins on 1 March 1897, when it was launched by the Kaiserlich Königliche Tabak-Regie, the imperial tobacco administration. The brand belongs to the historical Austrian tobacco system that developed from the state tobacco monopoly established in 1784. Its name has been described as referring to the Egyptian origin of the tobacco used in the product. The brand became closely identified with Austria Tabak, the Austrian tobacco company that manufactured and marketed it for much of its modern history. From 1989, Memphis was reported as the leading cigarette brand in Austria. Its importance was particularly visible around 2000, when nearly one-third of cigarettes smoked in Austria were manufactured by Austria Tabak under the Memphis brand. The brand subsequently faced increasing competition from international cigarette companies and broader structural pressure on the tobacco market. Marlboro, associated with Altria in the cited account, overtook Memphis and Austria Tabak in Austria, with reported market shares of 35.5 percent and 34.5 percent respectively. By 2010, Austria Tabak and Memphis were reported to have a 14.2 percent share. The brand's historical dating has been presented inconsistently. Austria Tabak materials from the 1980s through 2003 identified 1897 as the introduction year. In 2005, however, the company introduced a line called Memphis 1896 and began printing “Since 1896” on Memphis packs. The available reference material does not establish whether this represented a correction of the original launch date, a distinction between an earlier predecessor and the commercial launch, or a marketing decision. The 1897 date is therefore retained as the documented launch year, while the 1896 claim is treated as a later brand-history designation. Memphis was mainly sold in Austria, with documented or historical distribution in a number of European and non-European markets, including Germany, Switzerland, Italy, Hungary, the Czech Republic, Bulgaria, Greece, Slovakia, Slovenia, Ukraine, Russia, China, the Philippines, and Paraguay. Its exact current availability by market is not established in the supplied sources. A major operational change occurred in 2011, when Austria Tabak closed its factory in Hainburg an der Donau and transferred production abroad. The cited reasons included falling smoking rates, increased cigarette smuggling, higher production costs, and rising ancillary wage costs. This change separated the brand from its historic Austrian manufacturing site, although Memphis continued to be associated with Austria Tabak and, through ownership changes, with the Gallaher Group and Japan Tobacco. The supplied material does not identify a current manufacturing location, a current product portfolio, or named executives. It also does not provide verified current sales figures, financial results, or a current official website.
History
Memphis is an Austrian cigarette brand with roots in the country's state tobacco administration. The brand was launched on 1 March 1897 by the Kaiserlich Königliche Tabak-Regie. Its history is connected to the Austrian tobacco monopoly, whose institutional origins are traced to 1784, when the Österreichische Tabakregie was formed. The Memphis name has been associated with the Egyptian origin of the tobacco used in the cigarettes. During the twentieth century and the early twenty-first century, Memphis was marketed as one of Austria's principal domestic cigarette brands. Austria Tabak materials published from the 1980s through 2003 identified 1897 as the brand's introduction year. In 2005, Austria Tabak introduced a Memphis 1896 line and began printing “Since 1896” on packs. The supplied reference does not explain the discrepancy, so the two dates should not be treated as definitively interchangeable. The documented launch event remains 1897, while 1896 became part of the later branding and packaging narrative. Memphis reached a particularly strong position in Austria. It was described as the Austrian market leader from 1989. Around 2000, nearly one-third of cigarettes smoked in Austria were reported to have been manufactured by Austria Tabak under the Memphis name. The brand later lost ground to Marlboro, which was identified in the reference as an Altria brand in the relevant market comparison. Marlboro was reported with a 35.5 percent share against 34.5 percent for Memphis and Austria Tabak. By 2010, the Austria Tabak and Memphis share was reported at 14.2 percent, indicating a substantial decline from the brand's earlier domestic prominence. The decline occurred amid broader changes in the tobacco sector, including reduced smoking prevalence, illicit trade, and increasing manufacturing and labor-related costs. In 2011, Austria Tabak closed its factory in Hainburg an der Donau and moved production abroad. The closure ended local production at a historically significant Austrian site, although it did not necessarily end the Memphis brand itself. The available material identifies Memphis as owned and manufactured by Austria Tabak, which is part of the Gallaher Group and ultimately a subsidiary of Japan Tobacco. Memphis was principally sold in Austria but was also reported as being sold or formerly sold in Germany, Switzerland, Italy, Hungary, the Czech Republic, Bulgaria, Greece, Slovakia, Slovenia, Ukraine, Russia, China, the Philippines, and Paraguay. The sources do not establish which of these markets remain active today. They also do not specify a current product range beyond cigarettes and the Memphis 1896 line, nor do they provide a verified current website, executive roster, manufacturing location, or current financial data. Advertising posters promoting Memphis appeared throughout the twentieth and twenty-first centuries. The supplied reference mentions this advertising activity in general terms but does not identify specific campaign names, dates, agencies, media budgets, or measured outcomes. No substantiated scandal, lawsuit, recall, or regulatory controversy is identified in the supplied material.
- 2011
Hainburg factory closes
[1]Austria Tabak closed its Hainburg an der Donau plant and transferred production abroad, citing market, cost, smuggling, and labor-cost pressures.
- 2010
Reported market share falls to 14.2 percent
[1]The supplied reference reports a 14.2 percent share for Austria Tabak with Memphis, down from the brand's earlier position.
- 2005
Memphis 1896 line is introduced
[1]Austria Tabak introduced Memphis 1896 and began using “Since 1896” on packs, despite earlier materials identifying 1897 as the introduction year.
- 2000
Peak reported domestic manufacturing importance
[1]Nearly one-third of cigarettes smoked in Austria were reported to have been manufactured by Austria Tabak under the Memphis brand.
- 1989
Memphis becomes Austria's market leader
[1]Memphis was reported as the leading cigarette brand in Austria from 1989.
- 1897
Memphis is launched
[1]The Kaiserlich Königliche Tabak-Regie launched Memphis cigarettes on 1 March 1897.
- 1784
Formation of the Austrian tobacco monopoly
[1]The Österreichische Tabakregie was formed, providing the institutional background from which the later Austria Tabak business and Memphis brand emerged.
Products and positioning
A long-established Austrian cigarette brand with strong historical association with Austria Tabak and the Austrian tobacco market.
Cigarettes · 1897
Memphis cigarettes
The core Memphis offering is a cigarette brand rooted in Austria's state tobacco-manufacturing tradition. It became strongly associated with Austria Tabak and was sold primarily in Austria, with historical distribution across several European, Asian, and South American markets. The supplied material does not provide verified details about specific tobacco blends, pack sizes, tar or nicotine levels, or the current range of variants.
Cigarette line · 2005
Memphis 1896
Memphis 1896 was introduced by Austria Tabak in 2005. The line used the “Since 1896” historical claim on packaging, even though earlier Austria Tabak materials had identified 1897 as the Memphis introduction year. The available reference does not specify the product's blend, packaging formats, market availability, or whether the line remains commercially active.
Marketing campaigns
- Memphis advertising posters
Austria
Memphis was promoted through advertising posters during the twentieth and twenty-first centuries. The available source confirms the existence of poster advertising but does not identify individual campaign titles, creative agencies, slogans, dates, or performance measures.
Brand decisions
2011
Move production away from HainburgStrategyBackground
Austria Tabak cited declining smoking rates, increased smuggling, higher production costs, and rising ancillary wage costs.
Action taken
The company closed its Hainburg an der Donau factory and transferred production to a foreign location.
Aftermath
The decision ended manufacturing at the historic Austrian plant. The supplied material does not identify the destination factory or quantify employment and financial effects.
2005
Introduce the Memphis 1896 lineProduct launchBackground
Austria Tabak's earlier materials had used 1897 as the Memphis introduction year, while the later brand presentation emphasized 1896.
Action taken
Austria Tabak launched Memphis 1896 and placed a “Since 1896” claim on Memphis packs.
Aftermath
The change created an unresolved distinction between the documented 1897 launch date and the 1896 date used in later packaging.
Recent events
- 2011
Austria Tabak closes Hainburg factory and moves production abroad[1]
Other
Austria Tabak shut its Hainburg an der Donau factory and transferred production to a foreign location amid declining smoking rates, increased smuggling, higher production costs, and rising ancillary wage costs.
- 2005
Austria Tabak introduces Memphis 1896 line and historical dating[1]
Product launch · Product generation
Austria Tabak launched a Memphis 1896 line and began using “Since 1896” on packs, creating a date distinction from the 1897 launch year cited in earlier company materials.
- 1989
Memphis becomes a leading Austrian cigarette brand[1]
Other
The available reference identifies Memphis as the Austrian market leader from 1989, reflecting the brand's strong domestic position.
- 1897
Memphis cigarette brand launched by the imperial Austrian tobacco administration[1]
Product launch
Memphis was introduced on 1 March 1897 by the Kaiserlich Königliche Tabak-Regie, establishing the brand's documented commercial origin.
Sources1 sources
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