Originally, Vype was the vape brand launched by British American Tobacco (BAT) in international markets. Following BAT’s acquisition of the remaining outstanding shares of Reynolds American in 2017, the Company decided to unify its global vaping products under the VUSE brand name. With this move, BAT aimed to develop a global identity for BAT’s vape products to streamline marketing, distribution, innovation, and regulatory compliance. The rebranding process began in 2020 with the two largest international markets, the UK and Canada, and was completed by April 2021, effectively replacing the Vype brand with the American-born VUSE worldwide.
VUSE: A global brand
BAT’s international growth strategy for VUSE lays on 4 pillars:
– Harmonized branding: BAT uses consistent packaging, flavor names, and product lines globally, which makes it easier to market and scale
– Local adaptation: VUSE devices and pods are adjusted for local laws — for example, nicotine caps in the EU, flavor restrictions in some markets
– Retail & Online synergy: In many countries, VUSE has both physical store partnerships and direct-to-consumer websites, giving consumers a broad access to VUSE products
– Regulatory engagement: BAT positions VUSE as a science-backed, responsibly marketed vape product – a position that could be helpful in markets with strict regulations.
VUSE is now present in over 40 international markets outside the United States. The brand’s presence is very strong in Europe. In the UK, world’s second largest vape market, VUSE is widely available in convenience stores and major retailers. Moreover, BAT has been using the UK market as a testbed for new VUSE product lines (like VUSE ePod, ePen, and Go disposables). In France & Germany, VUSE is prominently distributed in vape shops and tobacconists and the brand has a strong & growing recognition. In the Asia-Pacific Region, South Korea, Malaysia, Philippines and New Zealand are the focus markets for VUSE with signficant investments made recently in the South Korean market to improve the competetiveness of the vape category against heated tobacco. Due to the regulatory constraints, VUSE is not available in other major markets like Japan, India and Australia. In the Middle East & Africa Region, VUSE is marketed in around 10 markets, including South Africa, Nigeria, United Arab Emirates and Saudi Arabia. The US and Canada the top two markets for VUSE worldwide; the brand’s presence in the Americas Region, outside these two markets, is rather limited. According to BAT, in the Top-7 markets (U.S., Canada, the UK, France, Germany, Poland and Spain which account for ~90% of global pod & disposable vape revenue), VUSE is the market leader in traditional retail with 41% value share. We estimate that VUSE’s global value share is around 12% when all markets, all channels (including online, independents, vape stores, etc.) and all products types (including refillable vapes) are included.
VUSE Vape Products: All VUSE Vape products contain nicotine salts.
– VUSE ePod Series (Flagship pod system): VUSE ePod 2 / ePod 2+
This is the core product in most international markets – especially in the UK, Canada, and parts of Europe. It is a closed pod system (pre-filled, snap-in pods). The device has a sleek, metallic pen-style design with magnetic charging. Nicotine content is 10mg/ml or 20mg/ml (EU/UK compliant). Pods come in a variety of flavors, including classic tobacco, mint, berry, mango, vanilla, citrus, etc. ePod 2+ is Bluetooth-enabled and connects to the VUSE app (in some markets). The app can be used to lock the device, track use and display battery notifications. VUSE uses “VUSE Originals” as the brand name for basic ePod pods or classic ePen flavors.
– VUSE ePen Series (Mid-size pod system): VUSE ePen 3 / ePen 3+
More popular in select European and Middle Eastern markets, especially where mouth-to-lung (MTL) devices are favored. It is a closed pod system which is slightly larger than ePod. The device has an ergonomic design with a button-activated draw. The pods are pre-filled with click-in cartridges with 12mg/ml, 18mg/ml or 20mg/ml nicotine content. The flavor range is similar to ePod series, but sometimes more limited.
– VUSE GO (Disposable vapes)
BAT launched VUSE GO to tap into the booming segment of disposable vapes in Europe, the Middle East, and parts of Latin America. Original VUSE GO device provides 600 to 1,000 puffs. The nicotine content is 20mg/ml. Sweet and fruity flavors (strawberry ice, banana ice, watermelon, mango, blue raspberry, etc.) dominate the VUSE GO flavor range. The device design in slim, vibrant and color-coded. In some markets, BAT also offers a longer-lasting version of VUSE GO, called VUSE GO MAX which provides up to 5,000 puffs (250 cigarette equivalent based on 20-puff-a-cigarette conversion rate).
– VUSE Pro Series (Next-generation vapes)
In markets like the UK and France, BAT is slowly rolling out VUSE PRO as a new hardware tier – similar to ePod but more refined. The device has a sleek design with improved battery life and smart/fast charging (up to 80% in 35 mins).
– VUSE Ultra (Next-generation vapes)
First introduced in Canada, Vuse Ultra is the most advanced vaping device of the VUSE family, designed to offer a premium, customizable experience through smart technology and sleek aesthetics. The device pairs with the MyVUSE App via Bluetooth, unlocking features like CloudControl (adjusting vapor production), Usage Tracker (monitoring puff count and usage patterns) and Find My Vape (locating the device if misplaced). VUSE Ultra provides real-time information on battery life, puff count, and device settings through a digital display. It features an aluminum front cover and a soft-touch back for a comfortable grip. VUSE Ultra pods come with FlavourMax Technology: each pod contains a built-in smart chip that optimizes flavor delivery and delivers 1,000 puffs.
VUSE Marketing
VUSE positions itself as a premium, tech-savvy, and lifestyle-driven vape brand. Its product propositions and campaigns reflect a blend of innovation, personalization, harm reduction messaging, and increasingly, creative empowerment and sustainability. VUSE promotes device & pod recycling and sustainability awareness through eco-focused campaigns, like “VUSE Loop”.
Over the past five years, VUSE has made a bold brand shift in its marketing strategy, re-defining the brand not just as a vape brand, but as a platform for creative self-expression. As part of this shift, VUSE has ran several notable campaigns:
– “Creative State of Mind” (Global): VUSE collaborated with designers, artists, and digital creators. The campaign featured visually rich storytelling – bold colors, style, and diversity. The core target audience is Generation Z and Millennials.
– “Charge Beyond” (UAE, South Africa, UK): VUSE highlighted emerging artists and entrepreneurs. With VUSE GO disposable line at the core of the campaign, VUSE emphasized on boldness and individuality.
– “Unleash Your Flavour”: The campaign emphasizes personalization, enhanced vaping experiences, and a broader selection of flavors to cater to diverse consumer preferences. Vuse aims to encourage users to tailor their vaping experience by choosing from a variety of intense flavors and utilizing the Boost Mode feature.
– “Driven by Change” (Global): VUSE is a global sponsor of McLaren Racing and has used this partnership heavily in its brand storytelling with “Fueling creativity. Driving change” tagline. The campaign focus is on change in both racing and social creativity while featuring custom F1 car liveries designed through collabrations with both well-known and emerging artists. In addition, VUSE is presented in limited-edition packaging with McLaren branding. The campaign runs globally across F1 races, but is especially visible in Middle East, UK, and LATAM.
“Designed for Experience” (VUSE ePod 2 product introduction) and “Switch On Taste” (generic vape category tagline) are the other notable marketing campaigns ran by VUSE.
