RJ Reynolds’ Colorado launch of new e-cigarette not inspired by marijuana, company says.
Since the early days of Colorado’s marijuana legalization movement, the prospect of Big Tobacco moving into the state and taking over the pot industry has concerned activists. So it was only natural that when RJ Reynolds, among the most powerful of the nation’s tobacco companies, announced that it had chosen Colorado to launch its new e-cigarette — which looks a lot like similar devices used for consuming weed without the overpowering odor or harshness of smoking — cannabis-scene observers couldn’t help wondering if this marked step one in an invasion plan.
But RJ Reynolds spokespersons who gathered for a press event at the Curtis Hotel yesterday to tout the new Vuse e-cig insist nothing could be further from the truth.
“We are a U.S. tobacco company,” notes Richard Smith, Reynolds American’s lead communications manager. “We are not getting into the marijuana business.”
Why, then, would RJ Reynolds debut the product in Colorado? According to Cheryl Zukowski, Reynolds American director of marketing, the staff took a lot of things into account, including consumer awareness and the different retail channels available here.
“Colorado offered us a unique opportunity in that it’s a diverse state and we’ve got a lot of adult smokers who are interested in e-cigarettes,” Zukowski says. “We also have great partnerships here with a lot of key retailers, and our trade sales force here in Colorado is one of the best.”
Colorado is supposed to be just the first stop in a national roll-out of the devices — and Reynolds representatives stress that it’s not adaptable to pot, because the rechargeable cigarette is only operational with Vuse nicotine cartridges.
The small canisters aren’t user serviceable and have a microprocessor inside that communicates with another processor in Vuse’s battery.