Mevius

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A Japanese packet of Mevius Original
Japanese Onshino Tabako and Mild Seven
A Thai, tax-free packet of Mevius Original Blue

Mevius previously called Mild Seven (Japanese: マイルドセブン Mairudo Sebun) is a brand of cigarettes produced by Japan Tobacco. Mevius cigarettes are the fifth widest smoked cigarette in the world with 76.5 billion around the world, behind Marlboro and Camel.[1] Originally manufactured in Tokyo by Japan Tobacco Inc., as a variant of the popular Seven Stars brand, the Mevius under the Mild Seven name has been a top seller since its creation in 1977 and is the second largest cigarette brand in the world.[2][3]

On August 8, 2012, Japan Tobacco announced that the longtime Mild Seven brand name would be changed to (Japanese: メビウス Mevius), due to legislation of the branding of cigarettes as "mild" and others in some countries, in an attempt to strengthen the brand's "premium image".[4] [5] The name change began in Japan in February, followed by Singapore and Korea the following month.[6]

Mild Seven varieties[edit]

Current lineup[edit]

Name Price Quantity Released Tar Nicotine Sold area
Mild Seven Original ¥ 410 20 June 1, 1977 10 0.8 All Japan
Mild Seven Charcoal Filter ¥ 410 20  ?  ?  ? All Japan
Mild Seven Box ¥ 410 20 October 1, 1993 10 0.8 All Japan
Mild Seven FK ¥ 410 20 May 1, 1988 10 0.8 All Japan
Mild Seven Special Light Box ¥ 410 20 July 1, 1990 9 0.7 All Japan
Mild Seven Lights ¥ 410 20 July 1, 1985 8 0.7 All Japan
Mild Seven Light Box ¥ 410 20 October 3, 1994 8 0.7 All Japan
Mild Seven Lights Charcoal Filter ¥ 410 20  ? 8 0.7 All Japan
Mild Seven Super Light ¥ 410 20 July 1, 1989 6 0.5 All Japan
Mild Seven Super Light Box ¥ 410 20 June 2, 1994 6 0.5 All Japan
Mild Seven Super Light 100's Box ¥ 410 20 December 1, 2006 6 0.5 All Japan
Mild Seven Extra Light ¥ 410 20 August 3, 1998 3 0.3 All Japan
Mild Seven Extra Light Box ¥ 410 20 June 2, 1995 3 0.3 All Japan
Mild Seven Extra Light 100's Box ¥ 410 20 June 3, 1996 3 0.3 All Japan
Mild Seven Impact Menthol Box ¥420 20 March 2012 5 0.4 All Japan
Mild Seven One ¥ 410 20 March 3, 2003 1 0.1 All Japan
Mild Seven One Box ¥ 410 20 December 1, 1999 1 0.1 All Japan
Mild Seven One 100's Box ¥ 410 20 February 2, 1998 1 0.1 All Japan
Mild Seven One Menthol Box ¥ 410 20 January 7, 2004 1 0.1 All Japan
Mild Seven One Menthol 100's Box ¥ 410 20 July 1, 2005 1 0.1 All Japan
Mild Seven Prime Super Light Box ¥ 410 20 November 4, 2003 6 0.4 All Japan
Mild Seven Prime Menthol Light Box ¥ 410 20 March 1, 2004 6 0.4 All Japan
Mild Seven Prime Slim Three ¥ 410 20 July 1, 2005 3 0.2 Aichi
Mild Seven AQUA Menthol ¥ 410 20  ? 6 0.5 All Japan
Mild Turkey ¥ 410 20 November 5, 2006 8 0.5 All Japan
Mild Turkey Light ¥ 410 20 November 5, 2006 6 0.4 All Japan

Discontinued[edit]

Name Quantity Released Tar Nicotine Sold area
Mild Seven 5 5 n/a n/a n/a Coffee shops only
Mild Seven Select 20 October 1982 12 0.8 All Japan
Mild Seven Menthol 20 July 1985 10 0.8 All Japan
Mild Seven International 20 July 1, 1990 11 1.0 All Japan
Mild Seven Slim Light Menthol 20 n/a 6 0.4 In limited areas
Mild Seven Ice Blue Super Light Box 20 July 1, 1997 6 0.5 All Japan
Mild Seven Prime Box 20 July 1, 2004 10 0.7 Osaka
Mild Seven Prime Light Box 20 July 1, 2004 8 0.6 Fukuoka, Osaka
Mild Seven Super Light Eco Style 20 February 1, 2005 6 0.5 Mie

Formula One sponsorship[edit]

A Renault F1 car with Mild Seven sponsorship

Japan Tobacco was, through Mild Seven, the title sponsor of the Benetton Formula One team beginning with the 1994 Formula One season. This association continued after Benetton was acquired by Renault. It was to remain with Renault F1 until the end of the 2009 Formula One season, but due to European Tobacco Regulations, the company had to end their association with Renault at the end of the 2006 Formula One season.[7]

Next to Benetton and Renault, Mild Seven sponsored both Tyrrell Racing, from 1994 to 1996, and Minardi in 1997 as a result of a sponsorship deal with Japanese driver Ukyo Katayama.

See also[edit]

Notes[edit]

  1. ^ "Japan Tobacco Takes on Marlboro". Wall Street Journal. August 8, 2012. Retrieved 28 January 2014. 
  2. ^ "Cheap Mild Seven Cigarettes Online made under authority of JT International at Smokinf4Free.com!". Smokin4free.com. Retrieved 2012-08-05. 
  3. ^ "Buy Mild Seven cigarettes. Cheap discount Mild Seven cigarettes at". 4cigarettes.net. Retrieved 2012-08-05. 
  4. ^ "JT changes the "Mild Seven" brand name to "Mebius"". Reuters. Retrieved 2012-08-08. 
  5. ^ "Mild Seven evolves to Mevius With the new name and design, the brand is evolving, aiming to become the number one global premium brand". Japan Tobacco. 2012-08-08. Retrieved 2012-08-09. 
  6. ^ Yi, Whan-woo (March 20, 2013). "JTI renames Mild Seven as Mevius". The Korea Times. Retrieved 28 January 2014. 
  7. ^ "Renault and tobacco". GPUpdate.net. 2005-02-05. Retrieved 2011-01-30. 

References[edit]

External links[edit]