In 1936 Viceroy became the first cigarette brand to be equipped with combined cork-tipped and cellulose acetate filter system. In that time it was and unique technology consisting in retains of the harmful substances in the filters offering effective protection from the chemicals found in the cigarette smoke. Besides, there were established an acetate filter system that helped to cover harshness of the smoke, making it easier to puff. This innovation became rapidly very popular on tobacco market and industry.
Nowadays, Viceroy brand is owned by British American Tobacco, and is one of the most important global brands. Although, the brand is not getting marketing support in the United States, it is one of the fastest-growing type of cigarettes on European and Asian continent.