BAT Global Travel Retail (BAT GTR) has introduced a limited-edition, travel retail-exclusive VELO Traveller’s Collection. The line is a series of collectible tokens for adult travellers across four cultural capitals: Japan, the United Arab Emirates, the UK and Qatar.
The range presents a refined, design-led interpretation of VELO’s ‘Weirdly Wonderful’ brand world. The collection is supported by a series of high-profile promotions at key airport locations, led by Dubai and Japan, with more editions set to roll out in selected travel retail markets worldwide.
BAT GTR is bringing the concept to life at Dubai International Airport (DXB) through high-impact retail activations with Dubai Duty Free. The spaces feature rotating deconstructed can displays, layered lighting and integrated digital touchpoints. According to BAT GTR, these elements encourage travellers to interact with the product and explore the cultural narratives behind each edition.
Each design in the Traveller’s Collection draws on the visual identity, craftsmanship and cultural cues of its respective market.
The collection reimagines VELO’s nicotine pouch formats and flavour profiles with distinct design narratives: Blushy Berry (Japan), Bright Spearmint (UAE), Icy Berries (UK) and Crispy Peppermint (Qatar.
Blushy Berry features cherry blossom and fan motifs in a Japanese aesthetic; Bright Spearmint combines ornate Arabian filigree (traditional metalwork) with the warm tones of a desert oasis. Icy Berries is a celebration of British heritage and features regal colours while Crispy Peppermint features a geometric design influenced by traditional Qatari patterns and pearlescent finishes.
BAT Cluster General Manager, Global Travel Retail and China Andy Hrstic commented: “Travel retail is an opportunity for millions of adult consumers seeking products that reflect both quality and a sense of place. The VELO Traveller’s Collection captures that intersection— bringing together our nicotine pouch innovation, design leadership and the unique character of each destination.
“As the nicotine pouch category continues to grow, VELO and BAT stand as the global leaders in modern oral, shaping the category through innovation, science and thought leadership.
“We remain focused on offering adult consumers potentially reduced risk* alternatives that combine contemporary design with considered functionality. This new collection reinforces our commitment to elevating the travel experience and delivering products that resonate with today’s global adult traveller.” ✈
*Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive. BAT products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
