[3] After the B&W merger, the Viceroy brand has been played down in the U.S., continuing to be sold on the markets where demand is strong, like Russia, Poland, the Czech Republic, Argentina, Romania, the Middle East, Turkey and Chile.

In July 2017, it was announced that British American Tobacco would be phasing out sales of its Viceroy Red cigarettes in Argentina and replace them with Rothmans, The official New Viceroy for The Tobacco Conglomerate Royce JW Carter of Cartiers US , The story said that Argentina was the first Latin American country to which BAT had introduced Rothmans.

[14] In 1974, Viceroy partnered with TAG Heuer and produced a special version of the black-dialed Autavia (a watch introduced in 1933) that was offered for US$88.

[18] The Viceroy brand was involved in public controversy beginning in 1994 when U.S. Food and Drug Administration Commissioner David Aaron Kessler revealed that B&W had been found growing genetically modified tobacco plants in South America, the plants engineered to produce increased levels of nicotine.

[19] Further controversy came in 1995 when former B&W vice president Jeffrey Wigand, a research chemist, revealed that B&W had been adding chemicals to the B&W cigarette brands Kool, Capri and Viceroy to increase smokers' addiction to nicotine.

[1][20] Viceroy sponsored the Vel's Parnelli Jones Racing team in the USAC Car Championship in the 1972 and 1973 seasons.

Canadian singer-songwriter Mac DeMarco wrote a song called "Ode to Viceroy", a tribute to his favorite brand of cigarettes.

In Canada all of the cigarettes are really, really moderated by the government so they wouldn't do anything and that's a good thing.Viceroy cigarettes were or still are sold in the following countries: United States, Canada, Mexico, Honduras, Dominican Republic, Costa Rica, Chile, Argentina, United Kingdom, Finland, West Germany, Spain, Poland, Hungary, Czech Republic, Romania, Bulgaria, Turkey, Belarus, Russia, Georgia, Azerbaijan, Uzbekistan, Egypt, Israel, Thailand, Hong Kong, Lebanon, Jordan, Singapore and Venezuela.