Einstein famously said, “If you can’t explain it simply, you don’t understand it well enough,” and In my experiences as a traveling salesman, marketing director, and now e-liquid manufacturer; when it comes to explaining E-Liquid, we should all heed Einstein’s advice and keep it simple. So with that in mind, let’s take it back to the basics for a minute and review some strategies to help us better explain the nuanced world of E-Liquid to our very eager to learn customers.

Are All E-Liquids The Same?

No. It’s like this, if you were to walk into the beer isle of your local liquor store you would undoubtedly see beer of all kinds—dark beer, light beer, strong beer, ambers, pale ales, fruity beers, cheap beers, expensive beers, foreign beers, all beers—each with its own claim to fame, so-to-speak. Likewise, with E-Liquid It’s similar, some are made with good ingredients, some are simple, some are cheap, some dilute their juices with water or vitamins, some prepare their juice in a particular or special way, some let it steep, some don’t, some make it in their kitchen, some are produced in sterile manufacturing facilities. There are literally a million ways to differentiate between e-liquid companies without even getting into what flavors people tend to like more than others.

So Then What Makes an E-Liquid Good?

Without getting into the subjective—my taste buds are better than your taste buds—issue surrounding what makes an e-liquid good, let us instead talk about what customers should look for in an e-liquid brand: Ingredients, facility, location, processes, and preference.

1. Ingredients — Like Papa John’s says, “Better ingredients, better pizza.” It’s as simple as that, if your juice company is using subpar raw ingredients just to cut costs it can affect your device, your lungs, and your overall vaping experience. Brands that use better ingredients—FDA approved, food grade, higher quality ingredients typically produce better and more reliable e-liquid.

2. Facility — This should almost go without saying, but because the industry is still so fragmented, it’s worth mentioning; your E-Liquid should be made in a clean, sanitary environment—not someone’s garage!—preferably in a pharmaceutical grade clean room, or at the very least a certified, clean, commercial grade kitchen. E-Liquid is not rocket science, but it is a consumable product that your customers are going to take into their body.

3. Quality — Although the FDA has yet to pass any sort of regulation on e-liquid manufacturing standards in the United States, all raw ingredients used in making e-liquids—including nicotine—have passed strict FDA regulations in order to be considered food grade or pharmaceutical for consumption. Quality e-liquid brands and manufactures in the United States know this and use only the safest regulated ingredients. That said, it is possible for some e-liquid companies outside of the United States—and some predatory e-liquid manufactures in the US—to use substandard raw ingredients that may harm consumers. As shop owners it is your responsibility to both protect your customers and limit your liability, so choose quality brands to sell in your shop.

4. Process — Once you know that quality ingredients are being taken to a clean facility to be made in a place with strict manufacturing standards, then all that’s left to know is how they blend those ingredients together to make each delicious variation of e-liquid. For example, some e-liquid brands are handcrafted, some are made to order and some come from giant batch processes. Some brands have special ways in which they steep their blends and some get all crazy with their VG/PG percentages. There is literally an e-liquid for every pallet under the sun. Help your customers find a brand that they will love.

5. Preference — How do you like to vape? With the proliferation of e-liquid companies, vaping devices, tanks, sub ohm atomizers and the like, your customers can now choose the type of e-liquid that works best for their personal vaping style. Think about those that are wanting to blow huge clouds vs those that just want to quit smoking. One customer will prefer lower nicotine and perhaps brands with higher VG concentration, while the other will need higher nicotine and a brand that will work with their basic device. Make suggestions that will work with your customer’s personal vaping style.

Why are some E-Liquids So Expensive While Others So Cheap?

The old adage, “you get what you pay for” doesn’t necessarily apply to the e-liquid industry just yet. However, it’s getting closer to some sort of normality in its prices as some of the top manufacturers continue to grow and produce top quality e-liquid. Also, depending on the market in your geographical area, prices may be inflated due to lack of competition. Think $12 hotdogs at baseball games… not cool, but we still buy them when we have nowhere else to turn. As the industry continues to grow, price will normalize, and the crème will rise to the top. Thus giving you a better idea as to which brands you should spend more money on more than others.

E-liquid is not rocket science. In the simplest form, it is just the stuff your customers put in their vaporizer. Although there are many brands of e-liquid out there, the most important differentiator is going to be the ingredients—weather they are quality or not—and the manufacturing process—weather it is made in clean industrial type setting or out of someone’s back room. Ultimately, every shop owner will have to choose which e-liquids to provide their customers, so be picky, ask the right questions, and have confidence in the brands you carry. SVBS

James Deighan Headshot PhotoJames Deighan is Director of Marketing with JJuice LLC. Mr. Deighan has over 4 years of experience directly involved in the vape industry and 2 years as acting director of marketing for JJuice LLC. Prior that that, he had 4 years of business experience in Sales, Marketing, and Strategy at Qivana LLC.  He can be reached at 801-331-8919, or by email at [email protected] or visit his website at www.vapejjuice.com.