On 2 March 2009, Imperial Tobacco launched its new Golden Virginia Smooth blend onto the roll-your-own market.

It was originally sold in 8g, 10g, 12.5g, 25g, and 50g pouches with distinctive, bright yellow branding and packaging which was a noticeable contrast to the Original blend's long-established green and gold packaging and design.

It soon began outselling the parent Original brand due to the cheaper mid-pricing point and the range of smaller weights available.

Similarly, on 1 July 2017, another directive outlawed the use of branding, descriptions, and attractive colorization of packaging.

In Golden Virginia's case, 'Smooth' became 'Yellow', and, after the plain packaging was enforced, the name was changed again to 'G V Bright Yellow'.