Continuing its steady organic growth trajectory, JTI Hellas recorded a total turnover of approximately €850,000,000 in 2025, marking a 5.4% increase in net sales compared to 2024, while contributing more than €740,000,000 in excise duties to the public treasury.
This performance was achieved despite challenging global economic conditions, which continued to fuel inflationary pressures. The stable tax environment of recent years proved to be a critical factor in mitigating the negative impact of global economic headwinds.
JTI Hellas: Strong performance across all categories
In 2025, JTI Hellas maintained its market-leading position in the conventional tobacco category — a standing that has been further confirmed by developments already unfolding in 2026.
In the heated tobacco products category, the company introduced the Ploom Aura to the Greek market in 2025 — its most advanced tobacco and nicotine stick heating device to date. Heading into 2026, the company is already recording even stronger momentum in this segment.
Having entered the heated tobacco category dynamically in the final quarter of 2023 through multiple commercial channels that have firmly established its presence, JTI Hellas confirms that Greece represents a market of strategic importance to JTI globally.
Investment and development in Xanthi
2025 was also a year of growth for JTI’s factory in Xanthi — the historic SEKAP facility — which celebrated its 50th anniversary in January 2026 with the energy and ambition of a new era.
Since the factory joined the JTI family in 2018, more than $47 million has been invested to bring it in line with JTI’s global standards through the continuous modernisation of its facilities, the renewal of machinery and equipment, and the achievement of ambitious environmental targets. The factory currently exports 74% of its production to major European markets.
JTI Hellas and its Xanthi factory together employ more than 300 direct employees, providing high-quality jobs in the region. Through its overall business activity in Greece — including synergies with small retailers and the sourcing of high-quality Greek tobacco — JTI supports more than 50,000 families across the country. Its footprint is particularly significant in the border region of Eastern Macedonia and Thrace, where the production facility is located.
Creating value in Greece
Following the full renovation of its central offices in 2022 and the ongoing upgrading of its factory, JTI in Greece offers outstanding working conditions that meet the needs of its people, and has been consistently recognised as a top employer by the Top Employers Institute.
As Janine Neuhaus, General Manager of JTI Hellas — responsible for the markets of Greece, Israel, Cyprus and Malta — stated: “2025 was another year of steady and sustainable growth for JTI in Greece. With long-term strategic planning and a strong focus on our people, we have built an organisation that moves forward with purpose and remains resilient in the face of the many challenges posed by the external environment. We are carrying that vision, enthusiasm and energy into 2026 — to strengthen our positive impact on the Greek economy and create even greater overall value for the country, with particular emphasis on Eastern Macedonia and Thrace and the local communities there.”
