HealthTobacco

Big Tobacco Wants to Teach Cigarette Users How to Vape

Lucinda ShenBy Lucinda Shen
Top US Tobacco Companies Enter E-Cigarette Market
A woman smokes an e-cigarette at the Vapor Shark store in Miami. on February 20, 2014 in Miami, Florida. As the popularity of E- cigarettes continue to grow, leading U.S. tobacco companies such as Altria Group Inc. the maker of Marlboro cigarettes are annoucing plans to launch their own e-cigarettes as they start to pose a small but growing competitive threat to traditional smokes.
Photograph by Joe Raedle/Getty Images

The future of cigarettes is in vaping, and big tobacco is hopping on board the trend.

In fact, the industry is promoting the move towards e-cigarettes. U.K.-based British American Tobacco opened its first tobacco vaporizer store on Thursday in Milan, Italy, where it will teach customers how to use its “Vype” product.

“Our Vype store in Milan makes sure that consumers can not only purchase our products but also learn more about them – that to me is delivering on our strategy,” said Kinsley Wheaton, managing director for Next Generation products at the tobacco giant said in a statement.

Similarly, Philip Morris has launched a store in London with a similar purpose, Consumerist reported. Previously, its CEO acknowledged that one day in the future, cigarettes may be non-existent.