Vuse is the flagship vaping brand under British American Tobacco (BAT) and currently holds the largest market share in the United States and the second-largest globally. While it has not introduced disruptive technologies, Vuse capitalized on BAT’s century-long strengths in distribution, capital, and regulatory expertise. By strategically filling the void left by JUUL’s regulatory setbacks, it emerged as the biggest winner of the vaping industry’s “compliance-first” era. Unlike Chinese brands that emphasize technological innovation and cost-effectiveness, Vuse’s success stems from the seamless integration of traditional tobacco industry resources with the emerging e-cigarette market.