Annual General Meeting of Swedish Match AB (publ)

The shareholders of Swedish Match AB are hereby notified of the Annual General
Meeting of Shareholders to be held on Thursday, 25 April, 2013 at 16.30 (CET) at
Hotel Rival, Mariatorget 3, Stockholm, Sweden.
The Board of Directors proposes an increased dividend to 7.30 SEK per share. The
proposed record date for entitlement to receive a cash dividend is 30 April,
2013.

The Board of Directors proposes that it be authorized to decide on the
acquisition, on one or more occasions prior to the next Annual General Meeting,
of a maximum of as many shares as may be acquired without the Company’s holding
at any time exceeding 10 percent of all shares in the Company.

In addition the Board will also propose a reduction of the Company’s share
capital of 7,563,406.16 SEK through withdrawal of 4,000,000 previously
repurchased shares held in treasury, with a simultaneous bonus issue without
issuing new shares, of the corresponding amount to restore the share capital.
Furthermore, the Board will propose that the reduction be allocated to fund for
use pursuant to a resolution adopted by the General Meeting.

The Nominating Committee of Swedish Match AB proposes re-election of Andrew
Cripps, Karen Guerra, Conny Karlsson, Robert F. Sharpe, Meg Tivéus and Joakim
Westh. New election is proposed of Wenche Rolfsen. Conny Karlsson is proposed to
be re-elected as Chairman of the Board and Andrew Cripps is proposed to be re
-elected as Deputy Chairman of the Board.

The Nominating Committee in Swedish Match AB consists of Conny Karlsson
(Chairman of the Board), Andy Brown (Cedar Rock Capital), Björn Lind (AMF & AMF
Funds), William Lock (Morgan Stanley Investment Management), and William
Mueffling (Cantillon Capital Management). Andy Brown is the Chairman of the
Committee.

The complete notice of the Annual General Meeting can be found on the corporate
website: www.swedishmatch.com, and is also enclosed.

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For further information, please contact:

Emmett Harrison, Senior Vice President Corporate Communications and
Sustainability
Office +46 8 658 0173

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Swedish Match develops, manufactures, and sells market-leading brands in the
product areas Snus and snuff, Other tobacco products (US mass market cigars and
chewing tobacco), and Lights (matches and lighters).Well known brands include
General snus, Longhorn moist snuff, Red Man chewing tobacco, White Owl cigars,
Cricket lighters, and Fiat Lux matches. The Group sells products across the
globe, with production units in six countries. The Group’s global operations
generated sales of 12,486 MSEK for the twelve month period ending December 31,
2012. The Swedish Match share is listed on the NASDAQ OMX Stockholm (SWMA).
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Swedish Match AB (publ), Box 7179, SE-103 88 Stockholm, Sweden
Visiting address: Västra Trädgårdsgatan 15. Telephone: +46 8 658 0200
Corporate Identity Number: 556015-0756
www.swedishmatch.com