Going Global

British American Tobacco (BAT) is creating three global brands for its “new category” product portfolio: Vuse for vapor products; Velo for modern oral products and Glo for tobacco heating products.

According to BAT, this move will simplify the consumer experience around the world, helping easier navigation of the company’s product portfolio, while portfolio focus will drive greater awareness and resonance amongst adult consumers.

“We understand global brands are important for our worldwide consumers—brands that they can trust, recognize and buy wherever they are in the world,” said BAT Chief Marketing Officer Kingsley Wheaton.

Vuse, which has thus far been available only in the United States, will make its international debut in the United Arab Emirates in early 2020.

In anticipation of the launch, the Vuse logo featured on the McLaren Formula One race car during the Abu Dhabi Grand Prix on Dec. 1.