BAT accelerates its enterprise transformation towards A Better Tomorrow LONDON, Feb. 18, 2021 /PRNewswire/ -- Speaking today at the Consumer Analyst Group of New York (CAGNY) Conference, BAT's Chief Executive, Jack Bowles, shared his growth plans and ambitions for the next phase in the company's transformation. With strong New Category momentum and a clear pathway to their 2025 profitability, Bowles called 2021 a "pivotal year" for BAT, announcing an ambitious programme called QUEST to accelerate the company's transformation to create the 'Enterprise of the Future'. Focusing on five strategic business areas - Quantum *, Unleashing innovation, Empowering the Organisation, Shaping Sustainability and Technology & Digital - QUEST will propel BAT's continued evolution of its portfolio, structure, culture and ways of working.