Maverick (originally branded as Harley Davidson), is an American brand of cigarettes, currently owned and manufactured by

ITG Brands ITG Brands, LLC is the third-largest American tobacco manufacturing company in the United States. It is a subsidiary of British multinational Imperial Brands. ITG Brands markets and sells multiple cigarette and cigar brands and sells blu eCig ...

, a subsidiary of

Imperial Tobacco Imperial Brands plc (formerly Imperial Tobacco Group plc), is a British multinational tobacco company headquartered in Bristol, England. It is the world's fourth-largest international cigarette company measured by market share after Philip Mor ...

History

Mavericks were originally introduced on a limited basis in 1986 and branded as

Harley Davidson Harley may refer to: People * Harley (given name) * Harley (surname) Places * Harley, Ontario, a township in Canada * Harley, Brant County, Ontario, Canada * Harley, Shropshire, England * Harley, South Yorkshire, England * Harley Street, in ...

cigarettes by the

Lorillard Tobacco Company Lorillard Tobacco Company was an American tobacco company that marketed cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max. The company had two operating segments: cigarettes and electronic cigarettes. T ...

. Despite a large advertising campaign during the early-mid 1990s, the relationship between Harley Davidson and Lorillard soured, with each company filing lawsuits against the other; the result was that Lorillard had the right to continue marketing the cigarettes under the Harley Davidson brand until 2001, however they rebranded them as Maverick in 1998. In the US, Maverick is in the discount price level of the cigarette market. They are available in packs of 20. In order to comply with FDA regulations, Mavericks' former owner, Lorillard, had until June 22, 2010 to rebrand tobacco products marketed as "Lights", "Ultra-Lights", "Medium", "Mild", "Full Flavor", or similar designations to belie the impression that some tobacco products are comparatively safe. In May 2015,

R. J. Reynolds Tobacco Company The R. J. Reynolds Tobacco Company (RJR) is an American tobacco manufacturing company based in Winston-Salem, North Carolina, and headquartered at the RJR Plaza Building. Founded by R. J. Reynolds in 1875, it is the second-largest tobacco com ...

bought the

, but the FDA demanded that four brands be sold off to

to prevent a market monopoly. The brands that were sold off were

Kool Kool may refer to: People * Kool (surname), surname of Dutch origin * Robert "Kool" Bell (born 1950), American bassist and founder of Kool and the Gang * Roger Kool (1954–2005), Singaporean DJ (Roger Kiew) * Kool DJ Herc (born 1955), Jamaica ...

Salem Salem may refer to: Places Canada Ontario * Bruce County ** Salem, Arran–Elderslie, Ontario, in the municipality of Arran–Elderslie ** Salem, South Bruce, Ontario, in the municipality of South Bruce * Salem, Dufferin County, Ontario, part ...

Winston Winston may refer to: Places Antarctica * Winston Glacier Australia * Winston, Queensland, a suburb of the City of Mount Isa United Kingdom * Winston, County Durham, England, a village * Winston, Suffolk, England, a village and civil pa ...

and Maverick, as well as

blu eCigs blu is an electronic cigarette brand, produced by Fontem Ventures and owned by Imperial Brands. The brand blu sells various types of rechargeable and disposable e-cigarettes with a wide selection of flavored and unflavored liquids. Its products ...

. On July 14, 2016, the FDA ordered that Maverick Menthol Silver Box 100s stop being sold under the Not Substantially Equivalent (NSE) order.

Markets

Maverick is mainly sold in the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 U.S. state, states, a Washington, D.C., federal district, five ma ...

, but is also sold in

Germany Germany, officially the Federal Republic of Germany (FRG),, is a country in Central Europe. It is the most populous member state of the European Union. Germany lies between the Baltic and North Sea to the north and the Alps to the sou ...

Austria Austria, , bar, Östareich officially the Republic of Austria, is a country in the southern part of Central Europe, lying in the Eastern Alps. It is a federation of nine states, one of which is the capital, Vienna, the most populous ...

and Switzerland.

Varieties

United States

*Full Flavor Kings *Full Flavor 100s *Gold Kings (previously Lights) *Gold 100s (previously Lights) *Silver 100s (previously Ultra Lights) *Menthol Kings *Menthol 100s *Menthol Gold 100s (previously Menthol Lights) *Menthol Silver 100s (previously Menthol Ultra Light) iscontinued

Austria

*Maverick American Blend Kings: Box *Maverick American Lights Kings: Box

References