Cocktails inspire new e-cigarettes for complementing drinks


London Fox

A new brand of e-cigarettes has been launched by a team including bartenders, designed to be paired with cocktails, wines and beers.

London Fox initially features two flavours: Silver, tasting of classic tobacco, and Refresh, a sophisticated blend of peppermint, star anise and rose water, suitable for enjoying with a crisp, effervescent French 75 champagne cocktail.

The new brand has been founded by Omid Moallemi and David Parr, developing the Refresh flavour with Robbie Acres, co-founder of Portside Parlour in Shoreditch in London.

It is described as a “fuss-free” product with no charging, plugs or messy fluids to decant but promising “innovation and authenticity” at its heart. Offering nicotine with none of the harmful ingredients of a traditional cigarette, each stick is very lightweight at only eight grams.

David said: “To help us with the flavours, we worked with some of London’s best bartenders and mixologists. They approached the flavour stories in the same way that they would a cocktail, so they are quite complex and designed to fit with certain moods.”

London Fox was launched last night (June 23) at The Sun Tavern in Bethnal Green in London with award-winning bartender Chris Tanner. The e-cigarettes are available to buy online or at selected bars around east London.

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