• Skip to main content
  • Go to main navigation
  • Go to language selector
SearchFree text

Swedish Match
  • svenska
Close
  • Swedish Match websites

    • Image Bank
    • Swedish Match Brasil
    • Swedish Match Industries
    • Snus and Match Museum
  • Brand websites

    Smokefree

    • Swedish Match e-commerce service (SE)
    • General (US)
    • Longhorn (US)
    • Pinkerton Tobacco
    • Niqo Co.

    Lights

    • Cricket
    • Nitedals
    • Redheads
  • Other

    • Swedish Match Denmark
    • Swedish Match Norway
    • The Solstickan Foundation (SE)
  • Home
  • Our company More Less

    Our company

    • About us
    • Markets More Less
      • Our product categories and markets
    • Company history More Less
      • Svenska Tobaks AB
      • Svenska Tändsticks AB
      • Swedish Match AB
    • Corporate Governance More Less
      • Articles of association
      • AGM minutes
  • Our business More Less

    Our business

    • Smokefree More Less
      • Nicotine products and regulations
      • History of snus
      • Snus production
    • Cigars More Less
      • History of cigars
    • Lights
  • Sustainability More Less

    Sustainability

    • Strategy and approach
    • Materiality assessment More Less
      • Sustainable Tobacco Program
    • Code of Conduct More Less
      • Supplier Code of Conduct
      • Swedish Match North America Terms and Conditions
    • Sustainability information More Less
      • Environment
      • Compliance
      • Employees and social conditions
      • Human rights
    • Sustainability reporting
  • Investors More Less

    Investors

    • Share holdings
    • Financial reports
    • Debt information More Less
      • Debt programs
      • Outstanding bonds
  • Media More Less

    Media

    • Press releases and news
    • Swedish Match logotype
    • Images
    • Videos
    • Swedish Match Norway More Less
      • Our history
      • Sustainability
    • Media contacts
  • Snus and health More Less

    Snus and health

    • Our standpoint
    • Swedish Match Scientific Publications More Less
      • Our Scientific Publications
    • GOTHIATEK® More Less
      • GOTHIATEK® standard
    • The Swedish Experience
    • Research on snus
    • Smoking cessation
    • Snus and the Swedish Food Act
    • Nicotine More Less
      • Nicotine labeling of Swedish Match products
      • Snus, nicotine and nicotine addiction
    • Tobacco use More Less
      • Tobacco use in figures
  • Career More Less

    Career

    • Employee strategy
    • Our culture
    • Work environment
    • Diversity and non-discrimination
    • Competence development
    • Compensation and benefits
    • Vacant positions
    • Student
    • HR contacts
Our websites
Language:
  • English
  • svenska
Media
  • Press releases and news
  • Swedish Match logotype
  • Images
  • Videos
  • Swedish Match Norway
  • Media contacts
Swedish Match's logo
News; Feb 26, 2016 10:50 AM CET

General Mackmyra – a snus with the flavor of Swedish malt whisky

To celebrate General’s 150th anniversary, Swedish Match has teamed with Swedish whisky maker Mackmyra to develop a whisky snus that combines the craftsmanship of snus blending and whisky making in a joint product offering.

General Mackmyra will be sold in Swedish Match stores by the end of February, and available throughout Sweden in April.


“The flavor of General Mackmyra is derived from General’s spicy tobacco character combined with the soft, lightly smoked oakiness of Mackmyra’s malt whisky Svensk Ek (Swedish Oak). The result is a well-balanced blend of the finest flavors and aromas from both General and Mackmyra’s malt whisky, Swedish Ek,” says Swedish Match Master Blender, Mattias Schyberg, who has helped to develop the product.

The combination of tobacco and whisky is not new. But this is the first time Swedish Match has collaborated with a whisky maker to combine their expertise and develop the best whisky snus in the market.

“We can guarantee that General Mackmyra is the finest whisky snus that Swedish Match has ever made. Our success is the result of Swedish Match’s vast experience and knowledge of snus production, and Mackmyra’s entrepreneurship and willingness to experiment in a highly traditional niche. We formed a product development team of Master Blenders from both Swedish Match and Mackmyra who learned from each other in their quest to find a carefully balanced blend of General’s characteristic flavor and Mackmyra’s malt whisky, Swedish Ek,” says Carl Egeberg, Brand Manager for General.

Founded in 1999, Mackmyra has become a major producer of high-quality and ambitious whisky in a relatively short time. Although the history of General spans more than 150 years, both General and Mackmyra have a great deal in common. These two Swedish brands are both unique in their respective industries, and always striving to further develop and refine their products.

“General Mackmyra is the fruit of a perfect collaboration. Mackmyra is driven by the passion to explore our Swedish flavors, and the opportunity to combine a traditional Swedish product like snus and a classic brand like General was very inspiring. We have been involved since the early stages of the product, and our Master Blender, Angela D’Orazio, has contributed his whisky expertise to the development process. We are incredibly proud of the end result,” says Susanne Tedsjö, Marketing Manager at Mackmyra.

General Mackmyra

  • In 2016, the largest snus brand in Scandinavia, General, will celebrate its 150th anniversary. To mark the occasion, Swedish Match will launch General Mackmyra – A whisky snus developed in collaboration with the Swedish whisky maker, Mackmyra.
  • General Mackmyra is a tobacco-like snus, inspired by the traditional flavors of both General and Mackmyra. It has a rich tobacco character with notes of dried fruit, cedar and whisky, and a touch of tar and malt. And – naturally – spiced with Mackmyra Svensk Ek Whisky.
  • General Mackmyra comes in Original Portions (24 grams) and Loose Snus (42 grams).  
  • General Mackmyra’s flavor has been developed by three Master Blenders: Lars Jonsson and Mattias Schyberg from Swedish Match, and Angela D’Orazio from Mackmyra.
  • The product will be sold in Swedish Match stores in Stockholm, Gothenburg and Strömstad from 25 February. General Mackmyra will be available throughout Sweden in April.
  • The packaging is inspired by Mackmyra’s Swedish malt whisky Svensk Ek, and created by Christian Sörlin from Swedish Match. 
Home / Media / Press releases and news / General Mackmyra – a snus with the flavor of Swedish malt whisky

Contact us

  • Media contacts
  • HR contacts
  • Consumer contact

Find us

  • Headquarters
  • Sales office
  • Factory
  • Distribution
  • Store
  • Research & Development
  • All addresses
Map

Corporate headquarters

Phone: +46 10 13 93 000

Sveavägen 44
SE-118 85 Stockholm

Corporate headquarters
Swedish Match

Swedish Match AB
SE-118 85 Stockholm

Phone +46 10 13 93 000
Corporate reg no. 556015-0756

About the website

  • Sitemap
  • Site policy
  • Privacy notice
  • Information about cookies
  • Legal responsibility

Find information

  • Search
  • FAQ
  • Archive