E&W
AIRBUS
Project AIRBUS was initiated at B&W in February, 1988 to provide
research and development relative to alternative delivery systems.
This project was begun in response to RJR's anticipated launch of
Premier in 1988.
Research on AIRBUS was subsequently teminated in March, 1989 after
review by B&W and BAT management. The objectives of this first phase
of research were met over the course of the one year effort, a wide
range of technological, marketing, and consumer concepts were
investigated and critical areas for further research were identified.
A summary report of progress, technology, consumer research, legal,
and regulatory issues was Issued to the Group at that time. (The
Summary of this report is attached.)
In general, the RJR patent situation may prevent development of
similar articles. Attempts to use the Ellis technology of BAT were
unsuccessful in producing the desired characteristics. It was
recognized that additional fundamental research was required in key
areas such as elution, heat management, aerosols, and nicotine/flavor.
Simultaneously, RJR recognized the product attribute and taste
problems associated with Premier and withdrew the product from test
market. RJR was also facing significant potential of regulatory
attack. Rumors persist that RJR continues to devote substantial R&D
efforts to fix "he problems of Premier.
Recognizing the need for continued product research, the Group
initiated Project NOVA in mid-1989 to continue investigations of
fundamental knowledge needed for future alternative product designs.
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Brown & Williamson has conducted market research in the United
States which supports the continued consumer interest in
products which address consumer and social concerns.
Alternative product designs which can deliver in these critical
areas will provide significant future market opportunity. And,
the more closely these designs can resemble current products in
looks, feel, smoking mechanics, taste, and odor, the more
acceptable they will be to the consumer.
RJR has withdrawn Premier from the market. Their test market
failure revealed significant product deficiencies in taste,
aroma, and smoking mechanics. This withdrawal confirms the
need for more conventional products to address consumer needs.
But, the concept enveloped by Premier remains viable for the
long term though we must recognize that significant additional
research is needed.
For BAT to move forward, a two-pronged approach is
recommended. At Brown & Williamson, research efforts on AIRBUS
will be terminated and the resources will be directed into more
evolutionary product designs which meet these consumer needs.
These efforts will capitalize on the Greendot research as well
as move forward on complimentary technologies such as
genetically-engineered tobaccos. As a second front,
fundamental studies recognized as critical to the success of
AIRBUS products will be pursued at Southampton. Areas
identified for these basic studies would include elution,
aerosol generation, CO oxidation, and materials development.
Suggested funding for this fundamental work is at a $1 million
level with no prototype being constructed until this basic
research provides further direction.
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BATCo document for Province of British Columbia 16 April 1999