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Indonesia 2015 | Brand Profiles | 34 | GG Mild

Company: Gudang Garam Tbk PT

Brand value: US$272 million

Headquarter city: Kediri

Industry: Tobacco

Year formed: 2013

Mid-priced cigarette brand with origins on island of Sumatra

GG Mild is a mild-flavoured cigarette brand launched by Indonesian tobacco giant Gudang Garam in 2013. It has a distinctive blended clove taste, and is low tar with low nicotine content. It is a mid-priced brand and tends to appeal to young men. Unlike most cigarette brands, which tend to launch in Jakarta or wider Java, this brand was introduced first to Sumatra.GG Mild Shiver, a mentholated variant, launched in 2014. The Gudang Garam stable of cigarette brands date back to 1958, when all its cigarettes were hand-rolled. Machine production began in the late 1970s, and both hand-made and machine-rolled cigarettes are popular across Indonesia. Advertising of tobacco products is heavily restricted, but television commercials are allowed at certain times of day, and marketing investment by the tobacco sector is huge.

Some Gudang Garam shares have been listed on the Indonesia Stock Exchange since 1990, but the Wonowidjojo family, which founded the company, still owns a majority stake.