Natural American Spirit cigarettes

Natural American Spirit is a premium brand of cigarettes and tobacco products established in Santa Fe, New Mexico. The brand is distinguished by its marketing of '100% additive-free tobacco' and its iconic logo depicting a Native American chieftain. Since its inception, the brand has focused on a niche market of consumers seeking a perceived natural alternative to traditional mass-market cigarettes.

Originally founded by the Santa Fe Natural Tobacco Company in 1982, the brand underwent a significant transition in ownership when it was acquired by Reynolds American in 2002. Later, in a major international deal in 2016, the rights to sell Natural American Spirit outside of the United States were sold to Japan Tobacco Inc. for approximately $5.1 billion.

Currently, the brand operates under a dual-ownership structure based on geography. Within the United States, it remains a subsidiary of Reynolds American, which is ultimately owned by British American Tobacco (BAT). Internationally, the brand is managed and distributed by Japan Tobacco International (JTI). Manufacturing for the domestic U.S. market continues primarily at facilities in North Carolina.