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Below is our recent interview with Nicholas DeNuccio, CEO at Propaganda Premium E-Liquid:
Q: Could you provide our readers with a brief introduction to Propaganda Premium E-Liquid?
A: Propaganda Premium E-Liquid is a leading e-juice manufacturer currently making and distributing six distinct, high-end product lines, including Vape Pink, the Hype Collection and our flagship pack. From refreshing fruit mash-ups to artisanal-grade sugar classics, Propaganda boasts 19 delicious, mouthwatering flavors in a variety of different nicotine strengths. Based in Irvine, California, the brand’s popular vape liquids are available in 5,000+ U.S. retail locations and over 40 countries around the globe.
Q: Your company is run completely by millennials? Tell us your story.
A: Wikipedia defines millennials as people born between the early 1980s and early 2000s. Obviously that’s a huge age range, so it’s actually pretty easy to operate a successful company with employees as young as 21 and as old as 38. At age 23, I represent the younger end of the spectrum. Ever since I founded the company in 2014, I have just naturally gravitated toward folks who share my multi-tasking, digital-savvy Gen Y style. Not surprisingly, 44 percent of our vape customers are millennials, making it all the more logical that I would want a crew who understands and relates to their target market.
However, our consumer and employee demographic groups have grown as the industry and our company has expanded. In fact, our 40-something president of sales has always proudly served as our token Generation X-er. In addition, we’re always on the look-out for someone in their fifties to represent the Baby Boomer crowd. These days, it’s really more about a passion for vaping and a commitment to quality than a specific birth date.
Q: What kinds of products do you offer to your customers? What makes them unique?
A: Since the beginning, my goal has been to develop flavors with high-quality ingredients at just the right percentages to create what is known in the industry as an “all-day-vape,” an e-juice that a customer is happy using for an entire day.
I think with our diverse line-up we offer a wide enough selection of choices to meet just about every vaper’s unique definition of the all day vape.
We also stand out from the competition with our edgy, irreverent style. For example, instead of apologizing for our warning labels like many other brands do, we embrace them, even using the FDA verbiage on our swag, and most recently, for a new car wrap for my Nissan GTR!
Q: What is the biggest challenge you’ve faced in launching your business and how did you overcome it?
A: Hmm. That would be a toss-up between trying to get “grown-ups” to take you seriously when you start a company at age 18 and then achieving/sustaining your role as a meaningful disruptor in a highly misunderstood industry. For the former, I did everything from trading in my partying ways for a healthier lifestyle to compensating for my lack of experience with extensive research and preparation before every sales presentation. You can read more about it here. As for the latter, my team and I are constantly in development on innovative new products (such as our recently launched salts collection) in order to stay ahead of vape trends and further disrupt the status quo in the traditional tobacco industry. In both cases, I think I’m doing exactly what today’s business world expects of a millennial CEO like me.
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Q: What are your plans for the future?
A: We’re working on a variety of worldwide collaborations with brands, retailers, and influencers both inside and outside the vape industry to celebrate our fifth anniversary in February. For starters, think limited edition, custom Prpaganda-branded devices–perfect for vaping your favorite Prop, Vape Pink or Hype Collection flavors, among others!
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