Inside Ultra State: BAT South Africa Unveils the Future with the Launch of VUSE Ultra
By Bongani Masombuka
A Night Worth Flying For
Last week, we flew to Cape Town to attend the launch of BAT South Africa’s latest innovation, the VUSE Ultra. Promising an evening where fashion, music, art and technology would collide, the event immediately caught our attention—and there was no way we were going to miss it.
As first-time attendees at a BAT event, we arrived with equal parts curiosity and excitement. Adding to the intrigue was the evening’s dress code: The Future. It had many guests, ourselves included, searching for inspiration before stepping out in our most futuristic looks and heading to the venue.
Setting the Scene
From the moment we arrived, it was clear that this was no ordinary product launch. The venue was bathed in neon lighting, creating a futuristic atmosphere that perfectly complemented the evening’s theme.
Guests were welcomed with a glass of champagne before gathering in a beautifully curated reception area. Hosting duties for the evening were handled effortlessly by media personality Nomalanga Shozi, who looked every bit the part.
One thing became immediately apparent: Cape Town knows how to dress up and show up. The room was filled with stylish guests who fully embraced the futuristic theme, adding to the visual spectacle of the evening.
Introducing the VUSE Ultra
The formal programme kicked off with a welcome address from Navina Hannekom, Brand Manager for VUSE South Africa at BAT South Africa, who introduced guests to the brand’s newest innovation.
“Designed for adult consumers seeking a premium, personalised and connected experience, VUSE Ultra combines advanced technology with sophisticated design to deliver a new standard of innovation,” she explained.
Guests were then treated to a product showcase that highlighted the device’s advanced features, including Bluetooth connectivity, app integration, a ClearView™ display, Cloud Control™ customisation and Flavour Autotune™ technology.
As a brand that continues to lead innovation within the category, BAT demonstrated how technology and personalisation are shaping the future of the vaping experience.
The VUSE Ultra also features a premium aluminium finish, wireless charging, fast-charging capabilities and a replaceable battery system, showcasing a strong balance between functionality and design.
When the Party Started
Once the formalities concluded, the energy shifted as the entertainment programme took centre stage.
Guests enjoyed performances from DJ Lloyd, Vincent and Prince Kaybee, among others, transforming the launch into a vibrant cultural experience.
What stood out most was the atmosphere. It is rare to attend a media and influencer event where guests spend as much time on the dance floor as they do networking, but Ultra State achieved exactly that. The energy was infectious, and the crowd was fully engaged from start to finish.
Immersive Experiences Around Every Corner
One of the evening’s highlights was the Flavour Lounge, where guests were invited to explore the new flavour pod range through an immersive sensory experience.
Attendees were also gifted their own VUSE Ultra devices and given the opportunity to personalise them, creating a memorable and interactive touchpoint.
The event experience extended beyond the product itself. Flavour-inspired cocktail stations, delicious canapés, interactive installations and countless photo opportunities ensured there was always something new to discover.
A particularly memorable addition was a live art installation by acclaimed artist Njabulo, who created an artwork throughout the evening. Guests even had the opportunity to win the finished piece—although, unfortunately, luck was not on our side.
More Than a Product Launch
What made Ultra State successful was its ability to seamlessly blend technology, culture, fashion and entertainment into one cohesive experience.
The guest list was thoughtfully curated, the venue never felt overcrowded and every detail reinforced the premium positioning of the brand.
Special recognition must also go to Trinity Brands for delivering an event experience that felt polished, engaging and memorable from beginning to end.
The VUSE Ultra launch was more than a product reveal—it was a showcase of what can happen when innovation meets culture.
From the futuristic setting and product innovation to the music, art and immersive experiences, BAT South Africa delivered an event that was both engaging and memorable.
If this launch is anything to go by, the future looks bright for VUSE Ultra. The only question left is: when is the next invitation arriving?
Images from The Culture Report