The Impact of the Proposed £2.20 Excise Duty on Shortfill E-liquids

As a leading brand in the shortfill market, Mix Juice is deeply concerned about the proposed £2.20 excise duty on e-liquids. The increase is per 10ml of e-liquid. A 50ml shortfill like ours, will increase by a minimum of £11 per bottle, before nic shots have been taken in to account.  This significant tax increase will have a substantial impact on our business and, ultimately, our customers.

Here’s what you need to know:

What is a Shortfill E-liquid?

Shortfills are larger bottles of e-liquid designed to be mixed with nicotine shots. This format offers greater value, flexibility, and choice for vapers.

Impact on Mix Juice

The excise duty will significantly increase the cost of producing and selling shortfills. This will inevitably lead to higher prices for customers. We understand that this is unwelcome news, especially during a time of economic uncertainty.

Impact on Vapers

The price increase could discourage vapers from choosing shortfills, potentially leading them back to traditional cigarettes. This is a major concern, as vaping is a proven harm reduction tool.

Our Commitment

Mix Juice remains committed to providing high-quality, affordable e-liquids. We will continue to work hard to mitigate the impact of this tax increase while maintaining our commitment to quality and customer satisfaction.

We encourage you to stay tuned for updates on how this tax will affect our product range and pricing.

In the meantime, we urge the government to reconsider this decision. The excise duty could undermine the progress made in reducing smoking rates and harm public health.

We believe that vaping should be supported as a harm reduction tool, not penalized.

Together, we can voice our concerns and work towards a fairer solution for vapers.