What the heck is a ‘Premium’ E-Liquid?

The buzzwords of today are the wallpaper phrases of tomorrow.

21 Mar | Daniel Hollyman

In marketing, the dustbins are full of overused phrases, such as “putting the customer first” or “save time and money”.

In clickbait circles, the terms go outy of vogue quicker still. Back in the day just marking a video title with ‘Hilarious’ would guarantee some views.

When lots of people with unfunny pranks also used the word “hilarious” in their videos, all of a sudden, it took more to compel action.

In the e-liquid field, it is difficult to think of a term that has been more overused and abused than ‘Premium e-liquid’. There are a few runners up, such as ‘only the best quality ingredients’, but there’s simply too many ‘premium e-liquids’ out there that blatantly are not.

The poor brands stealing the phrase are ruining it for everyone… sorry… there’s a rant coming on.

Why does it annoy?

Quite simply, when you get companies who sell a 10ml e-liquid for a pound and still have the nerve to put “premium e-liquid” on the packaging, we can take it as a given that ‘premium’ is now a meaningless term.

What’s more annoying is when you buy a product from a reputable brand, at a high price point, and find that the vape is ‘mediocre’ at best.

Whether you’re buying cheap products that blatantly aren’t premium, or expensive products that contain poor quality e-liquid, ‘Premium E-Liquid’ is a phrase that should be applied by vapers, not marketers.

So what’s a Premium E-Liquid anyway?

It’s all well and good quantifying what a premium product isn’t. But what is it?

You could argue that the expensive bo