The rise and rise of shake and vape

Click here to see our latest shake and vape coverage.


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.

Subscribe to our Newsletter

Join in to hear about news, events, and podcasts in the sector

    See more

    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

    Author default picture


    This article was written by one of ECigIntelligence’s international correspondents. We currently employ more than 40 reporters around the world to cover individual vaping markets. For a full list, please see our Who We Are page.

    Our Key Benefits

    The global e-cigarette market is in an opaque regulatory environment that requires professionals to be on top of industry developments to make informed decisions and optimise their strategy.

    ECigIntelligence provides organisations with leading market and regulatory data analysis to anticipate and understand market developments globally and the impact of regulatory changes to the business.

    • Stay informed of any legal and market change in the sector that impacts your organisation
    • Maximise resources by getting market and legal data analysis daily in one place
    • Make smart decisions by understanding how the regulatory and market landscape evolves
    • Anticipate risks in your decisions by monitoring regulatory changes that impact your organization