British American Tobacco (BAT) has announced the opening of its A Better Tomorrow™ Innovation Hub in Trieste, Italy.

The hub will host a new manufacturing site for BAT's New Category products, a digital boutique, innovation lab and centre of excellence for digital transformation and digital marketing. It will be dedicated to research, development and production of reduced-risk product lines, BAT said in a press release.
The building will be constructed to minimise its environmental impact with the objective of being carbon neutral, with a particular focus on energy efficiency and the use of renewable sources. The facility will also produce energy using a "photovoltaic" system which converts light into electricity using semiconducting materials.
Through this project, which involves a total investment of up to EUR 500 million over the next five years, BAT is emphasising its commitment to its transformation strategy, as well as the importance of Italy to its business. The hub represents another step towards building A Better Tomorrow™ and “delivering a greener, more sustainable future for all stakeholders”.
Multiple production lines are anticipated to be developed on an area of 20,000m2, for European and global export of BAT's reduced-risk products – Vuse (vapour), Velo (modern oral) and glo (tobacco heating products).
Kingsley Wheaton, Chief Marketing Officer, says: "The innovation hub in Trieste will play a key role in our A Better Tomorrow transformation as we strive to reduce the health impact of our business. Our goal is to create new products, backed by science, that provide adult smokers with enjoyable, less risky alternatives. (…) Today's announcement is another step in an exciting journey that will see us become an even more positive and differentiating force in Italy."
The works for the construction of the structure will begin in mid-November: with the first module scheduled to be completed and activated in May.