Sterling had been a fairly popular mid-range brand up to the 1970s but sales dwindled and the brand was eventually discontinued. The brand was officially re-launched in the
United Kingdom in 2006. According to data from
AC Nielsen, Sterling has a 44% share in the cheap brand tobacco sector and has retail sales of an excess of £261 million. In 2020, Sterling Dual New launched without the capsule, due to the
ban on menthol cigarettes in the UK. ==Markets==