At a Glance：
l Twisp is a South African-based vaping brand which started its strategic collaboration with FEELM in 2017. Its flagship subsidiary brand CUE is the first closed vape equipped with FEELM’s innovative ceramic coil. Subsequently, CUE quickly penetrated the local market and became the number 1 brand in the country, with increased awareness.
l Twisp has rapidly developed into the largest, multi-channel distributor of vaping products and flavours in South Africa within two years. It has close to 70 dedicated stores nationally in prime locations, nationwide retailer distribution. and a modern e-commerce platform. It has become the number one destination for adult consumers looking for potentially reduced-risk products in South Africa.
l BAT completed its takeover of Twisp in August, 2019.
CUE becomes the first vaping brand loaded with FEELM Technology
South Africa is the most valuable vaping market in Africa, with the highest potential to switch 10.9 million adult smokers. FEELM expanded its business on the continent in 2017 and subsequently started the strategic partnership with Twisp.
In 2018, The closed vape pod brand CUE loaded with FEELM ceramic coil was first introduced to the public.
Thanks to its consistent, clean flavour and stylish design, the product soon became a hit. During the partnership, FEELM continued to optimize the structure and improve the performance of product. In addition, FEELM’s sales team, together with its marketing team has provided long-term marketing support. CUE, now, ranks number 1 in the South African market.
Twisp has rapidly developed into the largest, multi-channel distributor of vaping products and flavours in South Africa in just two years. It has close to 70 dedicated stores nationally in prime locations, nationwide retailer distribution and a modern e-commerce platform. It has become the number one destination for adult consumers looking for potentially reduced-risk products in South Africa.
BAT completes its takeover of Twisp
In 2019, BAT was projected to expand its novel product category business in Africa. In order to bring the premium vaping experience for consumers, they engaged with Twisp to discuss a takeover. It was of strategic importance to both parties; Twisp utilizing the abundant resources of BAT; BAT expanding its geographical presence in a key market with Twisp’s portfolio of innovative potentially reduced-risk products, and acquiring an expanding retail footprint with an existing customer base.
In August 2019, approval was received from the South African Competition Commission for the acquisition of Twisp. BAT and Twisp were set to take the next step in the evolution of vaping technology.
“To date, we have made an extensive investment in bringing Twisp into BATSA’s portfolio, and we plan to invest further in our tobacco harm reduction strategy in South Africa. We will be investing in bringing our new products to market and enhancing the skills of our BAT team”
Johnny Moloto, BATSA General Manager
By virtue of Twisp's local channel advantage, BATSA opened the 1st Vuse Inspiration store in Canal Walk shopping center, Cape Town in 2021. Another 15 new sites in key locations were added to the VUSE network by December as part of a significant expenditure project.