The rise and rise of shake and vape

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The popularity of shake and vape – adding nicotine shots to nicotine-free e-liquids – is increasing throughout Europe.

The practice enables vapers to get round restrictions laid down in the European Tobacco Products Directive (TPD), enabling them to get more than the regulation 10 ml of nicotine-containing e-liquid.

Clearly an attractive new option for vapers, shake and vape is the subject of an in-depth ECigIntelligence report on the German market.

For the purposes of the report, only e-liquids sold with room in the bottle for nicotine shots (short-fill) were considered. For example, a 100 ml bottle containing 100 ml of e-liquid would not be included, but the same quantity of e-liquid sold in a 120 ml bottle would be.

Nicotine shots don’t come with differing flavour options and there are only two kinds to choose from, so the majority of retailers in Germany stock only one type. There’s little opportunity for unique branding and little demand for choice.

Nicotine shots are generally offered in packs of one, two, three, five or ten bottles, but only the ten-pack offers a significant saving to the customer.

The range of flavours available in ready-to-mix e-liquids is limited – less than half the number available in other formats. However, that still allows for greater branding opportunities and consumer choice.

– ECigIntelligence staff

Photo: Brigitte Werner

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