[citation needed] Fortuna was first introduced in 1974 in Spain by Tabacalera, a Spanish tobacco conglomerate that is now half of the Altadis corporation.

When Fortuna was launched in 1974, the market was dominated by black tobacco and the few international brands of blonde (light) cigarettes that were very expensive for the Spanish smoker.

Ten years later, it spread internationally, first in France, and then in countries like Italy, Morocco, and the United States.

[23][24] Other memorabilia that Tabacalera made during the time, includes lighters, calendars, and game cars, featuring Fortuna advertising.

In races where anti-tobacco laws were in place (such as France and Germany) the Fortuna name was replaced with the "Spain's N°1" logo.

[43][44][45] In the United States, Fortuna cigarettes are manufactured by Commonwealth Brands in Reidsville, North Carolina.