DEVINE FLAVOURS

From hard times and a passion to make a positive impact within the industry, Zeus Juice CEO Paul Curtis embarked on an ambitious journey to change the game from the inside out.

Words: Hannah Rhodes

Originally gaining inspiration from Greek mythology, how has this interest expanded into your work and creations?

“I’ve always been fascinated by Greek mythology, not only as a source of great storytelling but by the inspirational teachings and its contribution to modern thinking.

“As the chief deity, the ruler and protector Zeus symbolises strength, power, wisdom and awareness.

“Zeus Juice was so named to encapsulate these characteristics, drawing on such attributes to help those trying to quit along the long and difficult road to a smokefree lifestyle.

“This concept has inspired everything that we touch; from the symbolism of our bold, unique branding to our strong, and innovative flavours.”

Having started your journey in your home kitchen, what challenges did you face in the beginning and how have these shaped the Zeus Juice we now see today?

“I decided to look into mixing my own juice when early on in my own smoking cessation journey, I couldn’t find what I was looking for in either strength or allday flavours.

“I wanted to find a healthier substitute for cigarettes so for me, the challenge was to ensure that I was always using the very best quality ingredients.

“There was a find line when it came to finding a balance between being innovative and creative to make sure I was producing a top-notch product.

“Today, I think it is one of the things that makes us stand out; our commitment to using only the very best.”

How has your personal background shaped the company, is there anything or anyone that has inspired your work?

“My wife Sam was the inspiration behind Zeus; it’s the reason we exist.

“After a heroic battle, she sadly lost her fight against cancer in 2017 but she is still by my side as my driving force, my tower of strength and my constant champion.

“My uncompromising commitment to delivering a healthier alternative to traditional cigarettes is all for her and her legacy.”

What was the process in finding and creating your visual presence online and how has having a strong marketing approach improved your overall market reach?

“We have such a distinct identity which of course has been shaped by my fascination with Greek mythology.

“The industry has so many restrictions around how we can promote ourselves, so to be a standout brand with an enticing shelf appeal, we had to be bold in our choices.

“Our unique branding and quality products paired with our well-defined marketing strategy and excellent customer relations are successfully increasing our reach on a global scale.”

With a growing demand from consumers to produce and supply new and captivating flavours, how has Zeus Juice both catered for this whilst staying true to the company’s identity?

“While still a relatively young industry, vaping is a very competitive market and we need to keep evolving to stay one step ahead.

“We like to listen to our customers and keep them excited by developing new products and fresh flavour combinations which we can do efficiently through our own Zeus manufacturing facilities.

“But no matter what we introduce, we will never compromise on quality. We will always be driven by helping people move away from smoking onto a healthier substitute.”

What does the future hold for Zeus Juice –are there any exciting plans or products in the pipeline?

“We have so much going on at Zeus; I don’t think we will ever sit still.

“Following a hugely successful year of growth from opening three physical stores in Scotland to our expansion into 10 countries, to introducing new products and flavours.

“Our focus will continue to be on international growth – we want to reach as many consumers as possible so they can experience everything that we have to offer.

“We are particularly excited about our launches within the Middle East as the markets are totally new following recent compliance changes.”

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