Who owns Vuse?
Vuse is owned by British American Tobacco (the United Kingdom, LSE: BATS), which has owned the brand since 28 November 2019.[1]
Evidence: British American Tobacco p.l.c. Annual Report on Form 20-F filed 2026-02-13, SEC EDGAR, 13 February 2026. Verified from filings; last checked .
Key facts
- Current owner
- British American Tobacco p.l.c. verified
- Owned since
- Owner HQ
- 🇬🇧 United Kingdom, London
- Origin
- 🇺🇸 United States
- Category
- Tobacco & nicotine › Nicotine alternatives › Heated tobacco & vapes
- Parent ticker
- LSE: BATS NYSE: BTI
- Trademark registrant
- RAI Strategic Holdings, Inc. (USPTO)
- Last verified
- · 2 sources
About Vuse
Vuse is British American Tobacco's global vapour brand name, one of three global New Category brands the group announced it would build around on 28 November 2019, alongside glo for heated tobacco and Velo for modern oral. It covers BAT's battery-powered e-cigarette devices and e-liquids and is sold in the US and internationally.
What British American Tobacco's annual report says about Vuse
Sentences about Vuse from British American Tobacco's latest annual filing[1], copied word for word.
Regarding the U.S. , and considering the risks associated with the FDA process, on 12 October 2021, the FDA issued its first Marketing Granted Orders (MGOs) for tobacco-flavoured Vuse Solo and Vuse Solo power units.
Form 20-F 2025 (MDOs) for the flavoured (non-menthol and non-tobacco) Vuse Solo products.
While a series of MGOs for tobacco-flavoured products have been granted, including recent MGOs for Vuse Alto "Golden" and "Rich" tobacco-flavoured V apour products, MDOs have also been issued (and may be issued in the future) for non-tobacco flavoured products, including menthol flavoured Vuse Alto.
How often British American Tobacco names Vuse in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
Trademark record for Vuse
The USPTO record for the Vuse mark lists RAI Strategic Holdings, Inc. as the owner of record (serial number 97900469). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[2]
Ownership timeline of Vuse
- 2019 – present British American Tobacco [1] verified
Where Vuse sits in British American Tobacco
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full British American Tobacco ownership tree →
See the full British American Tobacco brand portfolio (11) →
Other brands owned by British American Tobacco
British American Tobacco controls 11 brands on Brandtree, 11 of them in tobacco & nicotine.
Also in tobacco & nicotine
Other brands in heated tobacco & vapes, and who owns them
The 19 brands in heated tobacco & vapes on Brandtree belong to 10 owners. The largest is Charlie's Holdings, with 4; British American Tobacco has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Charlie's Chalk Dust | Charlie's Holdings | 🇺🇸 United States |
| Feiliu | RLX Technology | 🇨🇳 China |
| blu | Imperial Brands | 🇬🇧 United Kingdom |
| Logic | Japan Tobacco | 🇯🇵 Japan |
| FEELM | Smoore | 🇭🇰 Hong Kong |
| NJOY | Altria | 🇺🇸 United States |
| Ispire | Ispire | 🇺🇸 United States |
| lil | KT&G | 🇰🇷 South Korea |
About the owner: British American Tobacco
British American Tobacco is a publicly listed company headquartered in London, United Kingdom, founded in 1902. Brandtree records 11 brands under its control, and it is listed as LSE: BATS and NYSE: BTI.
British American Tobacco was formed in 1902 as a joint venture between the UK's Imperial Tobacco Company and the American Tobacco Company of the United States, with James 'Buck' Duke as its first chairman. It now sells cigarettes and, since 2019, a deliberately built set of global New Category brands (Vuse vapour, glo heated tobacco and Velo modern oral) in the US and internationally. It completed the acquisition of the 57.8% of Reynolds American Inc. it did not already own on 25 July 2017, bringing Reynolds' US brands — Newport, Camel, Pall Mall and Natural American Spirit among them — into the group.
British American Tobacco: full profile, brands and acquisition history →
🇺🇸 Vuse and other American brands
Brandtree records a controlling owner for 2,570 brands that began in the United States. 501 of them (19%) are now controlled by a company headquartered in another country, Vuse among them.
- ALP — Turning Point Brands 🇺🇸
- Backwoods — Imperial Brands 🇬🇧
- Black & Mild — Altria 🇺🇸
- Camel — Japan Tobacco 🇯🇵
- Captain Black — Scandinavian Tobacco Group 🇩🇰
- Charlie's Chalk Dust — Charlie's Holdings 🇺🇸
Frequently asked questions
Who is the parent company of Vuse?
The parent company of Vuse is British American Tobacco, a publicly listed company headquartered in the United Kingdom.
Is Vuse American or British?
Vuse originated in the United States, but it is owned today by British American Tobacco, which is headquartered in the United Kingdom. So Vuse is an American-origin brand under British ownership.
Since when has British American Tobacco owned Vuse?
British American Tobacco has owned Vuse since 28 November 2019.
Is Vuse still owned by British American Tobacco?
Yes. As of 29 October 2026, Vuse is still owned by British American Tobacco. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] British American Tobacco p.l.c. Annual Report on Form 20-F filed 2026-02-13 — SEC EDGAR, SEC Form 20-F, published 13 February 2026; retrieved 21 September 2026.
- [2] USPTO: VUSE, serial 97900469 — United States Patent and Trademark Office, Trademark registry; retrieved 7 October 2026.
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