Business of Design

Reynolds American Sees E-Cigarette Launch as a 'Game Changer'

E-Cigarette 'Game Changer' for Reynolds: CEO

It's not every day that a major tobacco company stands before an audience to introduce a product, but that's what Reynolds American did Thursday, insisting that its electronic cigarette, Vuse, will be a "game changer." But just how big that game is remains to be seen.

"This is a game-changing product in the e-cigarette category," said Stephanie Cordisco, president of subsidiary R.J. Reynolds Vapor, which will start marketing the digital Vuse product line in Colorado retail outlets July 1, with an eye toward quick sales expansion nationwide.

"We plan to be a large, strong national leader in a very short period of time, and Colorado represents just one of our major states as we roll it out," said Cordisco, who said the product is aimed at existing smokers.