BAT has officially opened a new Innovation Hub in Trieste, Italy. The EUR 500 million investment, over five years, demonstrates BAT’s commitment to the sustainable growth of its New Category products, according to a company press release.

The newly opened hub incorporates laboratories, production offices, technical rooms and twelve production lines for New Category products, making BAT the first company in the tobacco industry to distribute a full range of New Category products in Italy, states the press release. Furthermore, the site contains a Digital Boutique and Innovation Lab, focusing on digital transformation, sustainability and open innovation through external collaborations and partnerships.
It took 21 months to complete the complex that has been designed with sustainability in mind, using 100 per cent energy from renewable sources and aiming to achieve carbon neutrality certification by the beginning of 2024. Most of the site’s energy needs will be supplied through a photovoltaic array and biomass plant with the remaining energy purchased from certified sustainable providers, according to the press release.
BAT already employs over 6,000 people in Italy and says that the Innovation Hub will create a further 2,700 jobs in the future.
“The completion of the Trieste Innovation Hub marks a milestone in BAT’s global strategy for innovation and sustainability. I am proud that BAT is the first company in the industry to distribute its full range of new category products. The Hub represents a significant contribution to the country’s employment and economic growth,” said Fabio de Petris, CEO of BAT Italy.