Natural American Spirit Original Blue tobacco

Natural American Spirit was founded in 1982 by the Santa Fe Natural Tobacco Company in Santa Fe, New Mexico, USA. The brand positioned itself as a provider of 'natural' tobacco products, utilizing additive-free whole leaf tobacco and distinct marketing that features Native American imagery.

Over the decades, the brand's ownership has shifted through major industry acquisitions. In 2002, Reynolds American (RAI) acquired the Santa Fe Natural Tobacco Company. Later, in a significant global deal in 2016, Japan Tobacco Group (JT) acquired the international rights to the American Spirit brand from Reynolds American. While RAI retains the rights within the United States, the international business—including the European operations—is managed by JT International. For the German market, the tobacco is typically manufactured in Trier, Germany, to meet local quality and regulatory standards.