Inside BAT’s transformation: harm reduction, innovation and the path to 2035

In this Gulf Business podcast episode, Gareth van Zyl speaks with Will Brockbank, area marketing director for BAT APMEA West, about the company’s transformation across the Middle East, Africa and Asia-Pacific. The discussion explores BAT’s move towards alternatives, the science behind harm-reduction strategies, evolving regulation across the GCC, and shifting consumer perceptions.