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Blu becomes official vaping partner of the Ministry of Sound - blu teams up with London’s number one

Blu, the e-vaping pioneers, has announced the launch of an exciting new partnership with legendary music destination, The Ministry of Sound. From now through to April 2018, blu will hold the exclusive rights to sell and sample vaping products within the iconic dance venue. The partnership kicked off with a celebrity studded VIP event at the venue on 21st April and is being followed with a monthly brand ambassador and sampling program at the club.

Jennifer Roberts, VP Customer Marketing at blu UK, comments: “The Ministry of Sound partnership introduces an interactive brand experience, targeting current smokers and vapers, unlike anything we’ve done before. We hope that the partnership will reassure other outlets that vaping is acceptable and thus encourage them to not only allow vaping but promote it to their consumers.”

Ministry of Sound Director of Brand & Events, Andrew Akuffo, added: “As London’s number one destination for dance music fans, we’re always striving to give our audience experiences beyond just the music, so partnering with one of the leading vaping brands to continue to evolve our offering, is an exciting step for us.”

blu will be working with other on-trade venues over the coming months and hopes to help dispel some common myths and misconceptions that prevent pubs, clubs and bars from currently allowing vaping inside their establishments. *

Further details on blu and its extensive range of products can be found at

*Research conducted February 2017 by William Reed, on behalf of blu and in partnership with MA

About blu

blu™ electronic cigarettes offer the experience of traditional cigarettes – without the tobacco smoke, ash, or smell. The blu brand represents a positive lifestyle choice for adult smokers that stands for pleasure and freedom. Available online at and at retailers nationwide, blu electronic cigarettes come in refillable packs for regular use, with or without nicotine, and in a variety of innovative flavours. blu UK was voted TNS Product of the Year 2015 in the E-cigarette & E-liquid Category. For more, visit

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