British American Tobacco (BAT) announced that its flagship vaping device under the Vuse brand, the Vuse Ultra, has been launched for sale at Terminal 2 of Frankfurt Airport. This marks the product’s first entry into the global travel retail channel. The launch is a collaboration between BAT and international duty-free and travel retail operator Gebr. Heinemann, running from August to September 2025.
According to the introduction, the Vuse Ultra is equipped with a ClearView™ display that can show power, battery level, and e-liquid level in real time. The device supports Bluetooth connectivity and can pair with the MyVuse app, offering CloudControl™ and Flavour Autotune functions, allowing users to adjust vapour volume and flavour intensity between low, medium, and high settings.
Reports state that the sales at Frankfurt Airport mark the first time the Vuse Ultra series has entered the travel retail channel, and it will subsequently be launched in the retail networks of some major airports in the UK.
BAT stated that this move is part of its efforts to promote a premium product portfolio and expand its global travel retail business. Gebr. Heinemann said that the cooperation aims to explore ways to showcase new nicotine alternatives in the airport retail setting and to achieve consumer engagement through digital interaction.
The product is sold as a complete kit, including a USB-C charging cable, a user guide, and a recyclable long-life battery. Colours vary by market: Carbon Black in Germany and Indigo Blue in the UK.
At the World Tobacco exhibition in Switzerland this May, 2Firsts learned from Vuse brand staff that the Vuse Ultra has already been officially launched in the Canadian market and is planned to enter the UK, France, Germany, and other markets in succession. (Related reading: BAT's Vuse Ultra Vape Launches in UK Brick-and-Mortar Retail, Initially Rolling Out to Around 2,000 Stores)
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
