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Press release from PR Newswire

Lorillard to Launch Newport® Non-Menthol

Tuesday, August 03, 2010

Lorillard to Launch Newport® Non-Menthol16:24 EDT Tuesday, August 03, 2010GREENSBORO, N.C., Aug. 3 /PRNewswire-FirstCall/ -- Lorillard, Inc. (NYSE: LO) today announced its plan to launch a non-menthol variety of its flagship Newport® brand in November 2010. Newport® Non-Menthol will be a premium product with broad competitive consumer appeal that delivers the high quality tobacco taste that adult smokers have grown to expect from Newport.Newport, Lorillard's menthol-flavored premium cigarette, is the second-largest brand in the industry and is the top selling menthol brand. Lorillard believes it will further strengthen its competitive position and its Newport brand family with the national introduction of Newport Non-Menthol to adult non-menthol smokers on November 1, 2010."We are excited to leverage Newport, one of the most recognized names in the cigarette industry," stated Martin Orlowsky, Chairman, President and Chief Executive Officer. "With the introduction of Newport Non-Menthol, Lorillard will be afforded greater opportunity to compete in the largest segment of the U.S. cigarette market, as the non-menthol category represents approximately 70 percent of total industry volume."About Lorillard, Inc.Lorillard, Inc. (NYSE: LO) is the third largest manufacturer of cigarettes in the United States.  Founded in 1760, Lorillard is the oldest continuously operating tobacco company in the U.S.  Newport, Lorillard's flagship menthol-flavored premium cigarette brand, is the top selling menthol and second largest selling cigarette in the U.S. In addition to Newport, the Lorillard product line has five additional brand families marketed under the Kent, True, Maverick, Old Gold and Max brand names. These six brands include 41 different product offerings which vary in price, taste, flavor, length and packaging. Lorillard maintains its headquarters and manufactures all of its products in Greensboro, North Carolina.Forward-Looking StatementsCertain statements made in this press release are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995 (the "Reform Act"). Forward-looking statements include, without limitation, any statement that may project, indicate or imply future results, events, performance or achievements, and may contain the words "expect," "intend," "plan," "anticipate," "estimate," "believe," "may," "will be," "will continue," "will likely result" and similar expressions. In addition, any statement that may be provided by management concerning future financial performance (including future revenues, earnings or growth rates), ongoing business strategies or prospects and possible actions by Lorillard, Inc. are also forward-looking statements as defined by the Reform Act.Forward-looking statements are based on current expectations and projections about future events and are inherently subject to a variety of risks and uncertainties, many of which are beyond our control, that could cause actual results to differ materially from those anticipated or projected. Information describing factors that could cause actual results to differ materially from those in forward-looking statements is available in Lorillard, Inc.'s filings with the Securities and Exchange Commission (the "SEC"), including but not limited to, our Annual Report on Form 10-K and Quarterly Reports on Form 10-Q.  These filings are available from the SEC over the Internet or in hard copy, and are available on our website at Forward-looking statements speak only as of the time they are made, and we expressly disclaim any obligation or undertaking to update these statements to reflect any change in expectations or beliefs or any change in events, conditions or circumstances on which any forward-looking statement is based.SOURCE Lorillard, Inc.For further information: Robert Bannon, Director, Investor Relations, +1-336-335-7665