What makes a “Premium E-Liquid” premium? When most people think of premium e-liquid, they think of a glass bottle with a dropper cap. The label is really clean or catchy, and maybe it’s printed on some kind of special material. Maybe it’s in some kind of external packaging like a box or a bag. Maybe it’s sold on the “right website” or sold by the “right distributor.”
All of those things are important. Bottles, labels and packaging all contribute to a quality look and feel. Websites and distributors work hard to develop a reputation for curating quality relationships with quality manufacturers. While all of this is important, there is so much more that goes into “Premium,” and it’s not just the price!
Premium e-liquid begins with quality base materials. It’s possible to buy propylene glycol and vegetable glycerin at any number of big box stores or pharmacies. Nicotine can be sourced from many manufacturers from many countries, all of which have different standards for production. Premium manufacturers are mindful of their sourcing options for base materials.
Ask a woodworker which species of wood is easy to work with. There are definitely species that are easier to get results from than others. Flavoring is the same way, and to achieve good results, there is significant development time involved. Let’s face it. There are flavorings out there that are very affordable and very easy to work with for the DIY aficionado. And they produce acceptable results, but they don’t produce premium results.
Consider the environment in which the e-liquid is manufactured. It’s possible to buy a clean room and have it installed in a day. Really! You can call your clean room salesman and order one, and have it delivered and set up tomorrow, clear vinyl curtains and all. Another way is to design a clean room with a gowning station, and employees in scrubs, lab coats, nitrile gloves, hair nets and even beard nets. Proper care and scheduled sanitization of equipment is part of the environment as well. When a manufacturer goes to the effort of becoming ISO 9001 certified, you know they are serious about quality!
Part of the premium e-liquid experience is the purchasing process and customer care extended. Properly-trained and knowledgeable customer service personnel are critical ingredients of premium e-liquid.
Marketing is critical to the success of any business. Know that, for some manufacturers, the word “premium” is a marketing term. For others it is a business philosophy. Do your research and know the difference!