The Art of Flavour: How Gourmet Craftsmanship Is Redefining Everyday Indulgence

Sep 23

5 min read

Ever taken a puff and thought... "that actually tastes like the real thing"?

That's not luck. It's craftsmanship.

There's a skilled flavour maker behind every great bottle of shortfill e-liquids. Someone who has spent weeks testing until they get the perfect balance. And adult vapers have noticed. Today they're asking for:

Flavours that taste real
Bottles that last longer
Quality they can trust

Here's the problem:

Not all bottles are created equal. Some are thrown out the door. Others are crafted with great care. You'll taste the difference every time.

Here's what you need to know...

What's on the menu:

What Are Shortfill E-Liquids?
Why Flavour Became The Main Event
The Craft Behind Every Great Bottle
How To Choose A Shortfill That Tastes The Part
What The New Vape Duty Means For Shortfills

What Are Shortfill E-Liquids?

Shortfills are larger bottles of nicotine free flavour liquid that are "short" filled with flavouring. (Leaving space at the top of the bottle)

Why the gap?

In the UK, regulations state that a bottle containing nicotine can only hold a maximum of 10ml. Shortfills are sold as 50ml or 100ml bottles of 0mg liquid, with enough space in the bottle for the user to add a nicotine shot. Add your shot, shake well, and you're ready to vape. This is why they're also referred to as "shake and vapes".

Pretty simple, right?

Used by adult vapers with refillable kits it makes perfect sense. More flavour per bottle means less plastic waste left by mountains of empty 10ml bottles and fewer trips to the shop. Shortfills are also where flavour producers have most scope for creativity. It’s no coincidence that adult vaping enthusiasts with a passion for flavour are increasingly seeking out their premium e-liquids in shortfill format; large bottles of expertly crafted flavour that taste just as good on the final dropper as the very first.

Please Note: Shortfills (and nicotine shots) are intended for adults 18+.

Why Flavour Became The Main Event

Flavour used to be an afterthought.

Initially, most smokers who switched to vaping selected a tobacco flavour because it was what they were used to. Tobacco used to be the most popular flavour. Think again. In ASH's most recent survey, 60% of vapers choose fruit as their preferred flavour. Menthol and mint don't come close.

That's a huge shift in a short time.

This survey also revealed that 43% of vapers use flavours described as "ice" at least some of the time. Ice flavours are the cool, crisp notes that float on top of the dominant flavour.

Think about it:

There are currently approximately 5.5 million adult vapers in Great Britain. That’s... a lot of taste buds. And they’re getting more demanding every year.

Enter culinary artistry. When you vape several days a week, simple flat flavour quickly loses its appeal. You crave complexity. You desire dimension. You seek a little escape, not a grind.

The Craft Behind Every Great Bottle

So what makes one bottle "gourmet" and another one just... okay?

It comes down to three things.

Layered Flavour Profiles

A nice flavour isn't one note. It's layered like a cake at your favourite bakery.

Take strawberry custard as an example. Generic will taste like sweet strawberry puree with absolutely nothing else going on. Crafted will have you experience:

A bright, juicy fruit note on the inhale
A creamy vanilla custard in the middle
A soft, buttery finish on the exhale

Each flavour layer must be measured to perfection. Too much will overpower the others. Too little and the mixture will be weak.

Quality Ingredients

Good flavour starts with good ingredients.

Top shelf makers will use food-grade flavourings, pharmaceutical grade PG (propylene glycol) and VG (vegetable glycerin). They also test their batches prior to bottling. VG provides thick clouds and a smooth sensation. PG provides the flavour and carries that familiar "throat hit".

It affects the taste and mouthfeel of a liquid. Most shortfills tend to be higher VG since they're designed to be used in larger tanks that prefer higher VG ratios.

Time And Patience

This is the part most people never see...

A lot of e-liquids require steeping. Similar to how a stew tastes better the following day, flavors meld and round out while they sit. Custards, tobaccos, and bakery flavors take the biggest advantage.

Shipping out bottles hastily saves the manufacturer time. The cost of this comes from the consumer through a thinner, harsher flavor.

How To Choose A Shortfill That Tastes The Part

Deciding which shortfill flavor you want with so many choices can be a gamble.

It doesn't have to be. Just follow this simple checklist:

Start with a flavour family you enjoy. Fruit, dessert, menthol or tobacco. Pick something close to what you like eating or drinking.
Check VG/PG ratio. Ensure it is compatible with your device. High VG can cause flooding on small pod kits.
Check for obvious labels. A reputable manufacturer will always display the ingredients, batch number and size of bottle.
READ REVIEWS - Other people vaping will tell you if a flavour is too strong, too weak or perfect.
Purchase ONLY from UK compliant sellers. Goods should be fully notified and sold to adults only.

And here's a little tip...

Nicotine shots add liquid, which dilutes flavoring. This means a slightly stronger tasting shortfill will usually be balanced once diluted with nicotine.

What The New Vape Duty Means For Shortfills

Big news for UK vapers.

From 1 October 2026, the new Vaping Products Duty starts. It imposes an extra £2.20 per 10ml of vaping liquids - this includes non-nicotine liquid too. Yes that means shortfills are affected.

It hits larger bottles hardest since it is applied based on volume. A 100ml shortfill has exponentially more duty than one 10ml bottle.

So what does that mean for you?

Price becomes a terrible metric by which to judge. If all bottles are going to be expensive, spend your money on flavour that's worth it. Poorly made, rushed liquid will never improve... but flavour that's been crafted will always provide you with the experience you pay for.

Retailers can sell their existing stock duty-free until 31 March 2027. Beyond this date all bottles must bear a stamp.