Maverick (cigarette)

Maverick

An old American pack of Maverick cigarettes.
Product type	Cigarette
Produced by	ITG Brands LLC, a division of Imperial Tobacco
Country	United States
Introduced	1986; 31 years ago (1986)
Previous owners	Lorillard Tobacco Company

Maverick, originally branded as Harley Davidson, is a brand of cigarettes owned by ITG Brands LLC, a subsidiary of Imperial Tobacco Company. Maverick cigarettes are made in the United States and Austria. In the US, Maverick is in the discount price level of the cigarette market. They are available in packs of 20.

Mavericks were originally introduced on a limited basis in 1986 and branded as Harley Davidson cigarettes by the Lorillard Tobacco Company. Despite a large advertising campaign during the early-mid 1990s, the relationship between Harley Davidson and Lorillard soured, with each company filing lawsuits against the other; the result was that Lorillard had the right to continue marketing the cigarettes under the Harley Davidson brand until 2001, however they rebranded them as Maverick in 1998.

In order to comply with FDA regulations, Mavericks' former owner, Lorillard, had until June 22, 2010 to rebrand tobacco products marketed as "Lights", "Ultra-Lights", "Medium", "Mild", "Full Flavor", or similar designations to belie the impression that some tobacco products are comparatively safe. On July 14, 2016, the FDA ordered that Maverick Menthol Silver Box 100s stop being sold under the Not Substantially Equivalent (NSE) order.