A new trend is emerging across Europe, with big tobacco companies opening stores that teach smokers how to use their ‘vaping’ devices.

A dedicated ‘Vype’ store has opened in Milan. Vype is a pen style e-cigarette that is aimed at smokers who have never vaped before.

Kinsley Wheaton, MD of Next generation products BAT said:

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.

Is this further proof that big tobacco are seeing the end of traditional cigarettes in favour for vaping?

Read this article for further information and let us know what you think in the comments below.

cigarette cartoon