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.