Welcome to the world of Zeus

The UK’s premium manufacturer of quality vape e-liquids, vaping devices and merchandise.
Paul Curtis - Owner of Zeus Juice UK ltd T/A Zeus Group

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 allday 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.

From strength
to strength


Founder Paul Curtis, creates his own vape e-liquids from his kitchen table in Birmingham.


Zeus Juice UK Ltd is registered.

Zeus Juice moves into a dedicated facility with own manufacturing equipment.


 Paul’s brother, Marc becomes MD.


Zeus opens a new facility with an ISO class 7 cleanroom and e-liquid manufacturing machinery capable of producing over 420,000 bottles a week.


After a personal leave of absence, Paul returns to the helm of the business.

Tim Allinson, formerly of retail giants Jack Wills, Tesco and Dixons, becomes MD. Marc becomes Zeus’ brand ambassador, playing an active role in the UK Vaping Industry Association

Zeus collaborates with innovative pod system NZO.

Zeus introduces Concentrates for the first time as well as Proper Vape; its first value range with a no frills, no fuss approach that doesn’t compromise on quality.

Zeus opens its first physical retail space – Zeus Outlet.

Zeus launches its first apparel collection – Zeusapparel.uk
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Zeus wins the Best Branding and Marketing Award at the Vapouround Awards.
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Zeus introduces new brand ranges including BOLT and Tobacco to offer an even broader customer experience covering all flavours, strengths and budgets
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Zeus Juice flavour 'Adonis' wins Best Fruit Flavour at the World Vape Show in Dubai, along with a 2nd place for Best Tobacco with 'American Red'.
Black Reloaded comes home from the Vapouround awards with a 2nd place in E-Liquid of the Year category.

Zeus expands its retail network with the opening of three new stores in Perth, Inverness and Glasgow in Scotland

Zeus actively develops its international strategy via its network of international wholesalers and distributors
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As a proud and fair employer, Zeus Juice UK is officially accredited by The Living Wage Foundation for paying, for many years, all of their employees a living wage
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Zeus Juice flavour ‘Vermilion’ wins Best Freebase Nicotine Product at the Global Vapouround Awards, along with a 2nd place for Best UK Brand!
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You can verify the validity of our ISO certificate by entering out certificate number 227346 via this link: www.british-assessment.co.uk/verify

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We are proud members of the UKVIA, helping to develop and promote the benefits of vaping across the UK and abroad.