blu and The Ministry of Sound Announce Bold New Partnership

LONDON, April 24, 2017 /PRNewswire/ --

blu, e-vaping pioneers, and Ministry of Sound, the legendary music destination, have partnered to revolutionize the choice between smoking and vaping in the flagship London club.

     (Photo: )

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From now through to April 2018, blu will hold the exclusive rights to sell and sample vaping products within the iconic dance venue. Clubbers will have the option to purchase the most popular blu device, the blu PRO which boasts advanced technology, innovative design and ultra-smooth taste, and choose from the full flavour and accessories range. Club-goers can purchase blu from bars indoor and out, and from the official merchandise shop.

The partnership will expose the 1,500 dance music enthusiasts who come through the doors each club night to vibrant and striking branding and visibility within the club's courtyard and other high footfall areas. The large outside terrace has been turned blu with bold branding, light projections and a blu light installation. Inside the club, blu branding will be seen by every club goer. A monthly brand ambassador initiative will also give smokers and vapers the chance to try blu, and find out more about vaping, through a smoking-area sampling program. With vaping now widely acknowledged, by Public Health England and others, to be 95% less harmful than smoking traditional cigarettes, the smoking area sampling program is a great way to offer smokers an alternative that is less harmful to them and the people around them. blu will also be offering VIP access to select blu customers every month.

"Ministry of Sound is an innovative, global, multi-media entertainment brand that demonstrates an incomparable ability to create unique and memorable experiences. It was a natural fit for blu," commented Matt Kessler, Director Brand PR & Entertainment Marketing from blu "We are excited to partner with Ministry of Sound to put blu within the narrative of peoples' experiences."

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."

The partnership officially launched on Friday 21st April and a selection of VIPs attended to celebrate

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


About blu:  

bluâ„¢ is a pioneer in the electronic vaping market. Launched in 2009 with an unwavering pursuit of consumer satisfaction and a vision to be the best, blu does more than just offer premium electronic vaping products; it works diligently to truly satisfy its customers, designing products with the adult consumer in mind. blu is available online and at retailers in the world's four largest e-vapor markets - USA, UK, Italy & France, and comes in a variety of flavours which can be enjoyed in rechargeable kits or as convenient disposables. blu UK was recently voted TNS Product of the Year 2015 in the E-cigarette & E-liquid Category. The blu brand is owned by the Fontem Ventures family of companies with headquarters in Amsterdam and Charlotte. To join the blu journey and experience the blu brand of satisfaction, visit


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