FEATURE
ONWARDS AND UPWARDS
Prohibition continues to break new ground in the vaping and CBD industries , despite the pitfalls of 2020 and continued national lockdowns .
Words : Jordan Millar
From humble beginnings back in 2012 , to domineering the
e-liquid market , family-led Prohibition has become a widelyrecognised name amongst vapers . After a somewhat ‘ eventful ’ 2020 , we caught up with Billy and the team to hear how they plan to take the brand to new heights .
As a brand that continues to innovate and move forwards , what can consumers expect from Prohibition in 2021 ? Innovation , it ’ s always been the foundation for Prohibition and 2021 will be no different . We actively made the decision to use the change in pace across the world to develop new products with exciting USPs . We ’ ve also been working closely with our brand partners on flavour development and marketing , in order to release new and exciting products for consumers all over the globe . Keep an eye on those store shelves !
How would you describe the current state of the UK vape market ? I think it ’ s fair to say the vape industry has been struck by the burden of the pandemic in similar ways to other industries . With the closing of retailers across the country , COVID-19 has encouraged creativity in many areas of our industry . We ’ ve seen an increase in online sales and with the support of our global distribution partners , we ’ ve been able to solidify healthy growth – which is something we feel very lucky to report . With the public ’ s support in following the government guidelines , we ’ re confident that once stores begin to reopen , we ’ ll see a steady return to the buoyant market we have seen in the past .
consider the switch and it ’ s important that vape companies actively broadcast this message . Reputable stores are run by passionate vapers , who are usually more than happy to offer guidance and support when it comes to choosing the correct products . Transparency in products is also a fundamental requirement . Consumers deserve to know that the product they ’ re buying is fit for purpose . Mandatory testing of all Prohibition products by our in-house state-of-the-art science facilities , is a key measure implemented to safeguard our consumers .
Previously you said you weren ’ t heavily affected by COVID-19 , with the national lockdowns continuing , does this still stand ? Prohibition operates in the heart of Kent , one of the worst hit areas in the country . But our team has remained vigilant , working round the clock inside a building that ’ s been split in half , mitigating crosscontamination and risk . We ’ ve been on a mission to maintain functionality and ensure we deliver products to our brands and retail partners in the safest ways possible . I ’ m happy to report , that although it has been tough at times , we have been able to deliver on all levels , with minimal disruption .
As an industry what do you think we could collectively do to help smokers switch to vaping ? Educating people and highlighting the benefits of making the switch to a healthier alternative is at the heart of what we do . Smoking traditional cigarettes has been proven to heighten risks associated with COVID-19 . Now more than ever , people should
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