blu e-cig ministry of sound

E-cigarette brand Blu is set to sell its vaping products at one of London’s most iconic nightclubs.

The one-year partnership with Ministry of Sound would offer clubbers a “less harmful alternative to smoking”, the company said.

Launched on 21 April, the deal gives Blu exclusive rights to sell and sample its products within the nightclub.

As part of the agreement, the club’s outside terrace carries the company’s branding.

A monthly ‘brand ambassador initiative’ with sampling in smoking areas will also give smokers and vapers the chance to try Blu’s products and find out more about the company. Blu will also offer VIP Ministry of Sound access to select customers every month.

Blu said the partnership would “revolutionise the choice between smoking and vaping in the flagship London club”.

“Ministry of Sound is an innovative, global, multimedia entertainment brand that demonstrates an incomparable ability to create unique and memorable experiences - it was a natural fit for Blu,” said Blu vice-president of customer marketing Jennifer Roberts.

“We are excited to partner with Ministry of Sound to put Blu within the narrative of peoples’ experiences.”