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UNITED KINGDOM

BAT’s Vuse becomes the number one global vaping brand

09 Sep 2021. British American Tobacco (BAT) has announced that Vuse is now the number one global vaping brand by value share.

Vuse is the category value share leader in four of the top five vapour markets (Canada, France, Germany and the UK), and BAT’s strong US momentum in vapour means Vuse is now leader by value share in 22 states, up from 20 in July, BAT said.

In May this year BAT also announced that Vuse became the world’s first global carbon neutral vape brand.

Jack Bowles, Chief Executive at BAT, said: “We are delighted that Vuse has become the number one global vaping brand. It is proof that we are building brands of the future, underpinned by strong innovation, as part of our vision for A Better Tomorrow. In the first half we delivered 50 per cent New Category revenue growth and added 2.6 million consumers of our non-combustible products, our highest ever increase, to reach 16.1 million consumers. This momentum is powered by our strong global brands: Vuse, glo and Velo. Each New Category brand grew its category share by more than 280bps across key markets and recorded volume growth of 70 per cent or more.”

At its Half Year results, BAT reported that its vapour business performed strongly, with revenue up 59 per cent, volume grew by 70 per cent, and consumer numbers up by 0.9 million to reach 7.5 million. Since December 2020, Vuse’s value share is up 340bps reaching 34 per cent in July 2021.