Carlos, the Founder and Managing Director of JustJuice, expressed his thoughts on the global e-cigarette industry and compared UK and Spanish regulations during an interview with 2FIRSTS at Vapexpo Madrid, held on June 3&4, 2023.
JustJuice, an e-liquid brand based in Preston, UK, has spread its footprint to over 50 countries since its establishment in 2019. The Spanish market holds a special place in the brand's expansion strategy, partly because of Carlos's Spanish heritage and also because of Spain's sharp demand for vape products.
JustJuice has collaborated with its local partner EcigLogistica since 2019 to become the leading e-liquid and nic salt brand in Spain, an ambition that seems to have materialized in 2023.
With a proactive strategy involving local account managers who have build direct relationships with Spanish vape shops and often holding promotions, JustJuice has been able to penetrate the Spanish market at a large scale. Now, the next phase of their strategy is to establish a physical presence in Spain by employing a representative on the ground to visit shops, gather market dynamics, and learn from customer feedback.
Speaking about the company's strategy, Carlos said, "We invest in people, not companies." The long-term goal, according to Carlos, is not to establish a branded presence and sell it, but rather to become a household brand in Spain. The company won an award at the Vapexpo Madrid for its mango and passionfruit flavor, further solidifying its standing in the Spanish market.
Carlos revealed JustJuice's international strategy. They promote directly to consumers through the shops, investing in free-stock marketing campaigns and merchandising campaigns instead of traditional marketing. Their plan is to escalate this strategy by physically promoting their products in stores and hosting events.
JustJuice has a global footprint, with a presence in countries like South America, Japan, Australia, New Zealand, the Middle East, and most of Europe. Carlos remarked that their global strategy helps them mitigate regional regulatory changes, like the potential flavor ban in Spain.
Carlos compared the regulatory environments of the UK and Spain, expressing concern about Spain's potential ban on flavored e-liquids. The UK, he said, is the "Oasis of the vaping industry," with UK’s even prescribing vapes to patients looking to quit smoking. In contrast, he believes the Spanish government might not fully comprehend the potential negative implications of their proposed flavor ban. Despite regulatory challenges, JustJuice remains optimistic and continues to advance its international expansion plans.
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