After his wife was tragically diagnosed with cancer , Zeus Juice founder Paul Curtis decided it was high time to stop smoking . He soon turned to vaping , where he discovered a gap in the market for strong , high-quality flavours . Establishing his business in 2014 , Paul ’ s endless pursuit of perfection skyrocketed the brand to the very top of the industry . Following a series of massive successes , we caught up with Paul to see how he ’ s found the rapid growth of the brand , and what ’ s in store for the near future . Behind all the corporate and financial rewards , what do you take away from your role within the vape industry ? The most important thing to me is helping people make the switch ; converting from smoking to vaping is the reason Zeus Juice was created . Of course , the business successes are fantastic , but knowing that Zeus has helped people improve their health and lifestyle is most important . I have always been the kind of guy to shy away from the limelight , so I get a little embarrassed when people greet me and praise me for my juices , but I can be proud of what I have achieved . Clearly the Zeus brand takes a page from Greek mythology , what spurred this love of myths and legends , and how has it influenced the brand ? I have always enjoyed watching films , my favourites were those based on Greek mythology : Clash of the Titans , Jason and the Argonauts , Sinbad . My earliest efforts on brand design were pretty poor , but I had strong ideas which have now been brilliantly realised with the help of our graphic designer Tom Cato . Influences from Greek mythology can be found in different elements of our branding from the labels , to names , to the artwork we have in the office . Last year was filled with successes for you , how did you weather the COVID storm and come out stronger than before ? Working in the e-liquid industry , I ’ m sure we can agree that adapting to change comes naturally . In terms of COVID , safety has been the top priority for us . As well as providing PPE and sanitising products across our sites , we have invested in COVID tests to provide all on-site staff with peace of mind . Business wise , we have been quick in acting and always prepared . No one outside of Zeus knows this , but our Proper Vape and BOLT releases were actually swapped at the last minute , it felt right to launch the value range at the time when everyone wanted to save money for Christmas . Now , with BOLT launching as lockdown lifts , the range ’ s colourful and summer-like presence also feels perfect . With the review of TRPR fast approaching , which policies would you like to see change for the betterment of the UK vaping industry ? I have always believed that the vaping industry needs regulations to keep people safe , but I believe that some need alteration . Bottle size for instance , 10ml is too small a limit , you can buy a litre of bleach which is far more dangerous . It is sad that vaping comes under arguably more scrutiny than cigarettes , which are more harmful in the long term according to the NHS . From a kitchen table in Birmingham to an award-winning , industry leading brand , how have you found the rapid growth of Zeus ? Once I created this monster brand , we grew by word of mouth … very quickly .
Business successes are fantastic but knowing that
Zeus has helped people improve their health and lifestyle is most important .
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I don ’ t pretend to be a master businessman and the growth had many teething problems , but that ’ s because I wasn ’ t prepared for how fast it would take off . Looking back , I don ’ t feel it worked out all too bad though . Now we have Tim Allinson on board and a better structure to take us forward to the next level . Last year you launched the first line of Zeus apparel , is this a turning point for the brand or will e-liquid always be your top priority ? E-liquid is the top priority for us . Apparel is an exciting new project that followed our Best Branding and Marketing award win . We are lucky to have such a talented , creative design team , so it only made sense to give our designs another outlet with which to wow people .
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