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�ճ������“honour and reward the most innovative, creative and successful brand work across the world.”�� Vuse won the gold award for “Best Brand Experience” – in recognition of its range of “Vuse Inspiration Stores”.

Seeing off strong competition from the likes of Absolut and Diageo, the judges praised Vuse (formerly Vype) for “defying the conventions of traditional vape shop experiences to create a retail brand experience that welcomes, guides and empowers consumers.”��

This award is also another significant milestone for Vuse after recently becoming the��world’s first global carbon neutral vape brand*.

Elly Criticou, BAT’s Global Vapour Category Director, said: “Our Vuse Inspiration Stores are a manifestation of the iconic, energetic and inspiring personality of the Vuse brand. Huge congratulations go to our Vapour Category and Own Retail teams globally, as well as our agency partner Landor & Fitch, for this fantastic award. It is great recognition of the work we’re doing to build strong, global brands of the future.”

• ��Elly Criticou recently showcased BAT’s A Better Tomorrow@trade; transformation at the prestigious Connect CMO virtual leadership summit. See video highlights of her engaging presentation via our��.