JTI has revealed a "more contemporary" packaging design across its Hamlet cigar brand ahead of the key Christmas season.

The new-look packets and tins, rolling out next month, will feature a more modern-looking font and will be finished with a matt varnish. To reinforce the brand's heritage and authenticity, the JR Freeman signature has also been introduced on pack.

The packaging would ensure the brand remained "relevant to today's adult cigar smokers", the company said.

Worth £120m, Hamlet accounts for 39% of the £314m cigar market [Nielsen].