FEATURE
A BREATH OF
FRESH AYR
REBIRTH OF THE CIGALIKE
It’s amazing to think how far e-cigarettes have evolved in the past
decade. With the box mod now making up a significant share of
the market, the term ‘e-cigarette’ seems almost redundant.
Nonetheless, around 17% of people in the UK continue to smoke.
For many of these people to be convinced to try or reconsider
e-cigarettes, there needs to be an attractive device that does more
than safely deliver nicotine – it needs to deliver an experience that
closely resembles the smoking of a cigarette.
While cigalikes have largely fallen out of fashion, they remain a
natural entry point for many smokers looking to get into vaping.
With some significant tweaks to the template, AYR CEO Clive
Millington may well have developed the viable alternative to
cigarettes that smokers have been looking for.
“I think that Cigalikes were on the right track, but they fell short
on user experience,” said Clive. “They over-promised and
under-delivered. Our aim has been to carry forward many of the
ritualistic elements and heritage of smoking, leave the harm from
combustible tobacco behind, whilst delivering a completely new
digital experience to the user.”
The team began working on AYR four years ago and while much
of the device’s appeal lies in its intuitive simplicity, precision
engineering and complex software run beneath the sleek shell.
Many smokers find the vaping market overwhelming. It takes a
determined and inquisitive mind to commit to learning the ins and
outs of vaping. Committed smokers need a more complete and
accessible product if they are to be converted.
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