SOON AFTER , JEFF REALISED THAT HIS NEW PASSION COULD ALSO BE A BUSINESS
“ I started making my own bottles . I was printing labels , came up with a logo and a name , the whole nine yards . I was just giving them out to people . “ One of my business associates was trying to get off cigarettes and he saw me throughout this series of events . I ’ m vaping , I ’ m chucking clouds and he ’ s like , man that actually works ! “ It seemed like this industry was gonna take off . By late 2012 I had put a business plan together , along with 12 initial e-liquids .”
JEFF ’ S ARTS BACKGROUND AND DESIRE TO UNDERSTAND THE SCIENCE OF E-LIQUID ARE CORE COMPONENTS OF INNEVAPE TO THIS DAY
“ I was a professional musician most of my life and then I moved into screenwriting . All of my liquids and the concept of the company was to be themed , with either a cinematic or musical theme .
“ We were also studying the chemistry . So I already knew what an e-liquid actually did , how it vaporised and how the formulations affected them . If you change the order that you put chemicals in , if you change the temperature , your formula changes and thereby the final product changes . I put a lot of work into making it right .” weeks . Even if you did that , you ’ re diluting it . In addition to these problems , I wanted to use our own pharmaceutical grade nicotine . “ So , we take a short fill and add an 18mg bottle of the same flavour . For the first time in Europe since TPD , you can immediately purchase something , mix it together and on the spot have a true 3mg experience . “
INNEVAPE WAS ONE OF THE VERY FIRST BRANDS TO PARTNER WITH VOXPO . JEFF SEES A LOT OF POTENTIAL FOR THE PLATFORM IN THE COMING YEARS
“ I think something like this is a creature of circumstance , it ’ s something that is like Flavour Up , something that should have been there . This is something that if used properly , can actually be a personal convention . “ That ’ s without travel , without having a booth to lug around , without having all of this material sitting out there , all those expenses and it ’ s 365 days a year . To me , not only is it a brilliant idea but it ’ s a no brainer kind of idea . “ Unfortunately , I can ’ t really see 2021 having vape events in the U . S . I ’ m thinking to myself , when is the next time that the world is going to say we need to get a couple thousand people in one enclosed place ? “ I think for everybody else who ’ s serious about the future of the industry , this is what the future is and they need to get on it . The more people that are in this , the better we can make it work .”
“ The more people that are in this , the better we can make it work .”
HAVING SUCH A WELL-KNOWN PRODUCT AS HEISENBERG CAN CREATE CHALLENGES AND JEFF HAS HIS OWN PERSPECTIVE ON THIS .
“ I ’ m a southerner , and we coin phraseology , so I believe in those things . Number one is , dance with the one who brought you . Heisenberg is the reason we ’ re here . So , when I set out a marketing plan , or anything we ’ re going to do , I start and finish with knowing that Heisenberg is our big boy . “ However , you can ’ t become stagnant . We ’ ve grown so much that we ’ ve had to maintain Heisenberg but at the same time , keep other products and new things going . You have to stay fresh , you have to make sure that people know you ’ re not a one trick pony .”
INNEVAPE ’ S FLAVOUR UP CONCEPT SEEKS TO SHAKE UP THE SHORT FILL MARKET IN THE EU .
“ We had our TPD compliant bottles . We didn ’ t really realize that people had switched over to short fills . So , we got the short fills rolling and did a couple of shows in Birmingham , UK . At one of the shows we said , we ’ ve never tried our liquids with a nicotine shot . “ We tried it and I went , ‘ oh my God , that ’ s not my e-liquid !’ I started thinking about it scientifically . You ’ re adding the most acidic part of this into the flavour and then shaking it , so it ’ s still separated . Nobody ’ s buying a short fill and letting it sit around for one or two
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