Ruthless 100ml

Five 100ml bottles to a trade box, and a bold-flavour brand is one to range on its punchy bestsellers, beside your everyday fruits, for the customer who wants intensity. It reorders on character, so it holds a loyal repeat trade. Roll pricing and mixed ordering sit on the e-liquid wholesale page, the full Ruthless range on the Ruthless page, and the wider sub-ohm shelf under shortfills.

Margin on a recognised shortfill is a little healthier than on a value one, since the name and the bold flavour carry the price: the customer is buying Ruthless for the intensity, not the cheapest 100ml, so you hold margin on it.

This is for the sub-ohm refill vaper who wants a bold, punchy sweet fruit rather than a subtle or refreshing one, and for the shop that wants an intense-flavour brand on the fruit shelf. It suits the customer bored of mild mainstream fruits. Being 70/30, it is for a proper tank, not a pod, so a pod customer wants a 10ml nic salt. It does not suit the vaper who likes a light, subtle flavour, who is better on a milder shortfill. Range it as the bold-flavour option.

As a 100ml shortfill it comes nicotine-free with room for your own nic shots: two 18mg shots bring the finished bottle to roughly 3mg for a sub-ohm customer. Range it on the shortfill shelf with your other 100ml bottles, keep the Ruthless range together, and browse the wider juice range under e-liquid wholesale. Age verification applies to trade buyers as standard.