Winfield is a Cigarette brand, having lot of popularity in Australia and New Zeeland and is also marketed European, South African, Asian and Canadian markets. The license to manufacture is granted by British American Tobacco, Australian Bata. Winfield Cigarette is available in Australia since 1972.

Winfield products:

Winfield has in its portfolio all the products in the Winfield product line in Australia. In all the markets Winfield Red & Blue variants are available marketed in packing of 30’s or 20’s, whereas in the Australian market the standard pack is of 25’s.
Consequent to changes in respect of Tobacco Regulations in Australia, companies are prohibited to mention tar content on the labels of the product to prevent masses getting misled about lower tar content products are good for health. Bata is the only company which puts date stamp on their products.

Sport sponsorship:

Winfield was a major sponsor for sports events like Rugby League in the continent of Australia and the Sports event Titles were associated with Winfield name like New South Wales Rugby League Premiership since 1982 and the trophies distributed among the winners at the event carried the name of Winfield eg. Winfield Cup. Subsequent to the Tobacco Advertising Prohibition Act 1992 by Australian Federal Government unwillingly ended the sponsorship association.
Later on Winfield branding was promoted Williams F1 Team during the year 1998 and 99 because all the sponsorships were banned except Racing and golf tournaments. Commentators relate the fantastic success of Winfield brand to Rugby League sponsorship during the 1980 to 1990 period.
Winfield also participated Australian Touring Car Championship team of and departed from the scene when Confederation of Australian Motor Sport (CAMS), carried out a decision regarding outlaw tobacco sponsorships.
Winfield brand name had an appearance at the prestigious Mount Panorama circuit, which is due to the high cost of racing the Skylines, the large amounts of sponsorship money from BAT helped

Advertising and promotions

Winfield brand name also got linked to Australian actor Paul Hogan, who was responsible for helping to popularize the brand through television and print advertising. Television commercials created by Hertz Walpole during 1970s proved to be great success among the viewers. In the last screen shots Hogan always commented by saying "...anyhow" and lighting a Winfield. By promoting two years at Hogan's commercials, Winfield became the top selling cigarette in Australia. The slogan "...anyhow, have a Winfield 25's" is even fresh in the minds of audience after promotion getting stopped.
“The any how”, "I Force no friend, I Fear no foe", "The Genuine Australian" and "Australia's own since 1972" are strongly associated with Winfield and appear in their marketing prints or products packing.

Brand development

As with the market trends Winfield being a dominant leader in the Australian Market, has been developing and innovating it’s product range including features of Menthol flavor, low tar content and designed unique dark red packaging for it’s product. Consequent to the tobacco regulatory orders, Winfield has been altering the product description on the packaging material. Initially the Winfield Cigarettes were packed in 20’s standard size and later on introduced 25’s packing for the first time in Australian Cigarette market with a catchy slogan "5 smokes ahead of the rest" followed by "Deluxe Soft Pack 20", which was withdrawn and re launched in year 2000 as soft pack cigarette serving the premium segment. 

Position in the Australian market

Winfield happens to be a dominant market leader in Australia and enjoys the popularity associated with nick name "Winnie Blues" enjoying a market share of 32 %.