BAT unveils Vuse Ultra at Frankfurt Airport: a global travel retail first
Vuse Ultra sets a new benchmark in industry innovation. Its ClearView™ display offers users real-time monitoring of power, battery, and liquid levels
BAT is celebrating the global travel retail debut of Vuse Ultra, the flagship device from the world’s number one vaping brand, Vuse, in partnership with Gebr. Heinemann at Frankfurt Airport, Terminal 2. 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 travelers to the most advanced vaping experience to date.
Vuse Ultra sets a new benchmark in industry innovation. Its ClearView™ display offers users real-time monitoring of power, battery, and liquid levels within stylish, premium design. Bluetooth connectivity enables seamless pairing with the MyVuse app, where CloudControl™ and Flavour Autotune technologies work hand-in-hand to deliver adjustable cloud and taste preferences – from low, medium to high intensity – ensuring a personalised vaping experience with every puff.
Vuse Ultra comes as a full kit, including a USB-C charging cable, user guides, and a recyclable long-life battery. The sleek, ergonomic design is offered in market-tailored colors: Charcoal Black for Germany and Indigo Blue for the UK.
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.
“We are thrilled to partner with Gebr. Heinemann to spotlight Vuse Ultra in global travel retail. With its cutting-edge design, seamless connectivity and personalized control, Vuse Ultra offers adult consumers a truly advanced vaping experience – and Frankfurt Airport is the ideal stage for its premium proposition.
“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.
“We look forward to bringing the Vuse Ultra experience to adult travelers across Europe and around the world," says Andy Hrstic, General Manager for China and Global Travel Retail at BAT.
“At Frankfurt Airport Retail, we are always looking to elevate the traveler 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 travelers,” says Gordana Schiel, Managing Director at Frankfurt Airport Retail.
“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 travelers. It’s a strong example of how we co-create forward-looking experiences in travel retail,” adds Niels Altmann, Head of Buying Tobacco at Gebr. Heinemann.
