British American Tobacco (BAT) announced that the flagship device of its e-cigarette brand Vuse, Vuse Ultra, has been put on sale at Terminal 2 of Frankfurt Airport. This is the first time that the product has entered the global travel retail channel. This release is a collaboration between BAT and Gebr. Heinemann, an international duty-free and travel retail operator. The event will take place from August to September 2025.
It is introduced that the Vuse Ultra is equipped with a ClearView™ display screen, which can show power, battery level and e-liquid level in real time. The device supports Bluetooth connection and can be paired with the MyVuse app. It offers CloudControl™ and Flavour Autotune functions, allowing users to adjust the smoke volume and flavor intensity among low, medium and high levels.
The product is sold in a complete set, including a USB-C charging cable, a user guide and a recyclable long-life battery. The color scheme varies by market: charcoal black for Germany and indigo blue for the UK.
At the Swiss Tobacco Exhibition in May this year, we communicated with the staff of the Vuse brand and learned that the Vuse Ultra has been officially sold in the Canadian market and plans to gradually enter the markets of the United Kingdom, France, Germany, etc.
It is reported that this sales at Frankfurt Airport marks the first time that the Vuse Ultra series has entered the travel retail channel. Subsequently, it will also be available on the retail networks of some major airports in the UK.
BAT said that this move is part of its efforts to promote its high-end product portfolio and expand its global travel retail business. Gebr. Heinemann said that the collaboration aims to explore ways to showcase new nicotine alternatives in airport retail scenarios and combine digital interaction to reach consumers