FEATURE
INTERVIEW WITH
Matt Crann, Head of Sales
on RIOT SQUAD’s new
umbrella brand – RIOT LABS
VM: What does Riot Squad hope to
achieve with this launch in the short
and long term?
MC: Our aim is to have a wide range
of strong and innovative brands which
distributors and consumers hold in high
regard to fi t every vapers needs.
In the next 12 months, we will launch
several unique brands to market. We
recently launched Ghetto Penguin at the
Vaper Expo Returns at the Birmingham
NEC which was very well received. The
next brand will be coming to market in
December, so watch this space.
Longer term, we will have a catalogue
of a range of e-liquids with unique
branding and bold fl avour profi les that
will be tested and approved by the
network of vape shops we distribute to.
Retailers can also expect some great
incentives when purchasing from the
Riot Labs catalogue.
VM: What were the foundational
ideas behind the specifi c features of
Riot Labs?
MC: With the success of Riot Squad and
the impact we had as relatively new
players in this industry; we realised that
our fl avourists and mixologists had some
great talents for creating diverse and
interesting e-liquid fl avours. We chose
to invest in this talent and spread this
infl uence on other brands to cater for all
types of vapers.
Our marketing and creative team have
a wealth of experience in bringing new
products to market. Riot Squad branding
is up there with the best and all our
latest brands will be at the same level.
We now distribute to over 750 stores
in the UK alone and we remain sole
distributors of our own brands. This
ensures we develop and maintain strong
relationships with everyone that stocks
the Riot Labs brands.
All of the above gives us the capability
to deliver original and unique fl avours
and brands.
VM: What are the upsides to using
this particular business model?
MC: Firstly, we no longer rely on
concentrate suppliers who also provide
to other businesses,
which means that
we have complete
control over our fl avour
f ormulations. It is also
hugely benefi cial from
a safety perspective,
as we can have 100%
confi dence that no
high-risk ingredients
have been added to
the liquid, which may
be present in some
concentrates.
All our fl avours are developed in-house
from a molecular level. Being our own
concentrate supplier means that our
recipes cannot be replicated using the
food and beverage concentrates that
are widely used within the industry.
Retailers also have the option to stock a
number of well marketed brands from
one place, with guaranteed next day
delivery, unparalleled retail support and
great pricing.
All brands created by Riot Labs will be
fully tested and registered under the
TPD, even those that are available in
short fi lls. It is very important to us to
make sure every ingredient used is
safe to vape. Riot Labs products will
give vape shops and the consumers
confi dence that what they are vaping
has no banned substances in and has
been tested to the highest standard.
VM: Describe the process of its
creation – What changed your vision
along the way and why?
MEET SOME OF THE TEAM
BEN JOHNSON
CEO
54 | VM14
JOE MARTIN
COO
SARAH WAIN
HR MANAGER
MATT CRANN
HEAD OF SALES
GEMMA BLAKE
ACCOUNT MANAGER
UMIT KAVIA
SALES EXECUTIVE
MAX BULLOCK
HEAD OF ANALYSIS