Natural American Spirit Yellow cigarettes

Natural American Spirit, often simply called American Spirit, is a premium brand of tobacco products founded in 1982 in Santa Fe, New Mexico, by the Santa Fe Natural Tobacco Company. The brand distinguishes itself through its marketing of 'additive-free' tobacco and its use of Native American iconic imagery. In 2002, the original company was acquired by Reynolds American.

A significant split in ownership occurred in 2015 when Japan Tobacco (JT) acquired the international rights for the brand from Reynolds American for approximately $5.1 billion. This means that while Reynolds American (a subsidiary of British American Tobacco) continues to own and sell American Spirit within the United States, Japan Tobacco International (JTI) owns and manages the brand in all international markets, including Germany. Production for European consumption often takes place in JTI's facilities in Germany and Romania, although some leaf tobacco is still sourced from American origins.