JTI has announced the appointment of Stephane Berset as UK General Manager.
Stephane will head up the UK division and has taken over the position from Tom Osborne. Having been with the business for 24 years, Stephane has developed vast experience across multiple functions and continents.
He joined JTI in 2001 and has extensive knowledge of the company having worked in various JTI marketing and commercial roles worldwide in Hong Kong, Switzerland, Turkey, Austria, Greece, Italy, Czechia and the United Kingdom.
His previous role was as General Manager for JTI Czech Republic, Hungary & Slovakia, from 2021 to 2024. Before that, Stephane held the position of Marketing Vice President at JTI UK from 2017 to 2021.
I’m pleased to re-join the exceptional JTI UK team after my time in Europe," said Berset. "My priorities are to maintain JTI’s leading market share in the UK, grow our presence in Reduced Risk Products and adapt our business to any new regulation in the Tobacco and Vapes Bill. The measures contained within the Bill pose significant challenges for both JTI UK and the retail sector, and it will give the already rampant illicit trade yet another boost.
"JTI UK remains committed to working with and supporting our retail partners to ensure that together we can continue to thrive, meet the evolving needs of our UK consumers and stamp out illegal activity.
"At this time, it is more important than ever for the voice of the local retailer to be heard. We encourage retailers to continue to speak with trade bodies and contact local MPs to share their views on the challenges and negative impacts of this legislation.”
Tom Osborne has moved to a new role as Regional President North Asia at JTI and is now based in Japan.
Rural Affairs Secretary Mairi Gougeon 
Andrew Goodacre
Andrew Goodacre
