The Zeus Story:

Founder Paul Curtis established Zeus Juice in 2011 in his Birmingham kitchen.  A bookmaker by trade, Paul fell upon the e-liquid market when his wife, Sam was diagnosed with cancer and he knew it was time to stop smoking.  Having tried all alternatives, Paul turned to e-liquids, and frustrated by the lack of big, strong flavours and all–day vapes available, decided to create his own.

In pursuit of perfection, Paul designed and developed premium quality e-liquids and word rapidly spread. In 2014, to meet increasing demand, Paul bought manufacturing equipment, moved into a dedicated facility, and registered the business, Zeus Juice UK Ltd; a nod to Paul’s love and interest in Greek Mythology.

Sadly, in 2017, Sam lost her battle to cancer.  During this challenging time, Paul enlisted his brother Marc to step in as Managing Director who continued to drive the business forward until Paul’s return in early 2020.

2020 was a pivotal year in Zeus’ story, with Tim Allinson joining the business as MD.  Since his appointment, Zeus has introduced a new value range ‘Proper Vape’, launched an innovative apparel collection and won multiple industry awards.

Today, Zeus remains a family-run business driven by moving people away from cigarettes towards the healthier substitute of vaping through innovation and quality. Proudly owning two operational facilities in Birmingham – including a high-end consumable product testing and compliance function equipped with three white room mixing facilities, five bottling lines, and huge warehouse capacity – Zeus Juice UK offers fully compliant, end-to-end e-liquid production on a truly industrial scale.