BAT said Vuse Ultra represents the pinnacle of vaping technology designed to meet adult nicotine consumer’s needs.

BAT is celebrating the launch of Vuse Ultra into global travel retail, its most advanced vaping device yet, now showcased at Frankfurt Airport Terminal 2, in partnership with Gebr. Heinemann.

The premium launch activation will run throughout August and September 2025 as part of a 360-degree in-store and digital campaign to introduce adult travellers to the most advanced vaping experience to date.

Commenting on the launch, Andy Hrstic, General Manager for China and Global Travel Retail at BAT, said: “We are thrilled to partner with Gebr. Heinemann to spotlight Vuse Ultra in global travel retail. With its cutting-edge design, seamless connectivity and personalised control, Vuse Ultra offers adult consumers a truly advanced vaping experience – and Frankfurt Airport is the ideal stage for its premium proposition.”

The ClearView display offers users real-time monitoring of power, battery, and liquid levels, while Bluetooth connectivity enables pairing with the MyVuse app, where CloudControl and Flavour Autotune technologies work to deliver adjustable cloud and taste preferences.

Vuse Ultra comes as a full kit, including a USB-C charging cable, user guides, and a recyclable long-life battery.

Niels Altmann, Head of Buying Tobacco at Gebr. Heinemann, commented: “Together with BAT, we’re proud to offer a platform where innovation meets visibility. Vuse Ultra at Frankfurt Airport demonstrates how premium activation and digital engagement can reshape the way nicotine alternatives are presented to adult global travellers.

It’s a strong example of how we co-create forward-looking experiences in travel retail.”

The ergonomic design is offered in market-tailored colours: Charcoal Black for Germany and Indigo Blue for the UK.

“As adult consumer preferences evolve, we are committed to offering a portfolio of compelling reduced-risk alternative products to cigarettes. Collaborating with our trusted business partners to bring our multi- category portfolio to life in global travel retail supports our mission to accelerate the switch from cigarettes to smokeless products worldwide,” added Hrstic.

The premium activation with Gebr. Heinemann at Frankfurt Airport marks the first experiential showcase of the Vuse Ultra ecosystem in travel retail.

Vuse Ultra will also be available in retail in major airports in the UK, underpinning BAT’s ambition to grow its premium Vuse portfolio, drive quality growth in the global travel retail channel and accelerate its purpose of Building a Smokeless World.

Gordana Schiel, Managing Director at Frankfurt Airport Retail, said: “At Frankfurt Airport Retail, we are always looking to elevate the traveller experience through exclusive and forward-thinking brand activations.

The launch of Vuse Ultra not only brings cutting-edge innovation to our retail space, but also drives valuable footfall and engagement across Terminal 2. Collaborations like this are key to creating dynamic, premium environments that resonate with today’s adult global travellers.”

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