BAT expands VUSE lineup to spur Korean growth

BAT Rothman's vapor brand VUSE Go (BAT Rothman Korea)

BAT Rothmans, the Korean unit of British American Tobacco, announced Tuesday its plans to accelerate growth in the country’s vape market by expanding its product lineup and distribution network.

Since entering the Korean market 18 months ago -- the first in Asia to introduce the VUSE Go lineup -- the brand has earned recognition for its use of high-quality natural nicotine and odor-free products, the company said.

The VUSE Go Slim 2ml, one of its flagship products, which was initially available in just four districts in Seoul, will now be distributed across all of Seoul, as well as Incheon and Busan to reach a broader consumer base.

The device features a transparent mouthpiece for checking liquid levels and a removable battery. It is now available in six new flavours, including Cool Fresh, Pearl Spark, Forest Mix, Dark Smooth, Purple Smooth and Blossom Smooth, catering to diverse consumer preferences.

Another popular product, the VUSE Go Box 6ml, introduced last year, has been well-received among adult users transitioning to vapor products. Offering three times the liquid volume of the original VUSE Go 2ml, the device is competitively priced at 25,000 won ($17.15). Additional features, such as a boost control button for enhanced flavor, have made it a preferred choice for those seeking functionality and affordability.

“VUSE is dedicated to meeting the diverse needs of consumers by supporting the transition to non-combustible alternatives,” a BAT Rothmans official said. “We remain committed to expanding choices for our users while reinforcing VUSE’s position as a leading vapor brand in the market.”