F E AT U R E
SECRETS OF
THE ‘SAMMY
FOG’ VAPE
B Y BRE NT S TA F F O RD
In an industry filled with stories of meteoric success and
unforgettable characters, Samuel Boucher a.k.a. Sammy Fog
stands out. Armed with uncompromising vision, relentless
ambition and a good measure of cockiness, he’s taken his
e-juice company Premium Labs from start-up to industry
powerhouse in just a short 16-months.
If you vape in Canada, you’ve likely heard of Sammy Fog or
at the least you rock one of the e-juice brands produced under
his Premium Labs label. Based in Vancouver British Columbia,
Premium Labs is one of the largest e-juice manufacturers in
Canada, with mass distribution in the U.S. and now available in
the UK and Ireland.
Sammy Fog is a riddle, wrapped in a mystery, covered in secret
sauce. Fortunately, in between shoots for our video series
covering vaping regulations, I had an opportunity to sit down with
the master-mixer to see if we could pry loose any secrets.
You have several really popular lines which ones are
coming to the UK?
Six of our juice lines will be available by the end of April.
Decoded, I can’t Believe It’s Not Donuts, Blind Pig, Dr. Fog’s
Famous Ice Cream and the World’s Best Custards are already
on the shelves.
Uhm, donuts!
(laugh) I stick to what I know. If I like a donut or custard vape
then that’s what I’ll make. You know, I don't mind a fruity vape
every now and then that’s why I have them in my line up. But I
don’t make anything I don't like.
So you do or don’t make tobacco flavours?
I don’t. I won’t even consider it. I don't have a tobacco line
38 ISSUE 04 VAPOUROUND MAGAZINE
because I hate tobacco. Look, I can appreciate a good quality
product. I might even vape it and say that’s a quality juice. But I
won’t put my name on something I’m not 100 percent behind.
What got you started making e-juice?
There was no work on the rigs after the price of oil got hit. So
there I was unemployed and scratching by and trying to quit
smoking. To be honest, I was a dedicated smoker and not going
to give it up ever. It came down to the cost of cigarettes and
then just the crappy way they made me feel. I decided I’m going
to give vaping a shot. It kind of worked, but there was a lack of
quality products available in Canada.
So you started making your own e-juice?
Yes, once I learned how to make juice I quit smoking. I couldn’t
quit off the other stuff, but I could off the stuff I was making.
That’s when I came up with the idea of making e-juice to help
people quit smoking. That was my vision and still my main focus.
From there it just took off.
You were a one-man operation just a year-and-a-half ago,
how many employees now…forty…how many bottles of
e-juice do you produce in a month…600,000.
Wow that’s a lot. Yeah (laugh) and growing…all your
production is in Vancouver? Yes, but we’re also opening up
a manufacturing plant in Europe this summer. It’s an important
market for us. They deserve to have the best.
That’s brash.
Yup, probably is. We want to be people’s endgame in their
search for the perfect e-juice.
What’s the secret to making that happen?