Spectrum Vapor

Spectrum Vapor in St. Augustine, FL, is fast becoming a major player in the burgeoning vapor market because its top executive isn’t just really smart, but dedicated to product quality and superb customer service.

“First and foremost we manufacturer everything we make,” explains Brian Del Rey, the company’s President and Chief Executive Officer. It’s a formula that works: thus far, 2015 is shaping up as a strong year, he notes. “We are surpassing our yearly sales goals by early third quarter.”

Spectrum Vapor’s parent company, Club13 Enterprises, was founded “way back in 1999,” says Del Rey, “when a cell phone was only good for talking.” Its main product line is Spectrum Vapor, an award-winning line of eliquids available in 18 flavors. All are marketed nationally.

Demographically, the end user for Spectrum is between the ages of 22 and 70, Del Rey says. A big part of its line consists of Nature Identic flavors. “Our Red Delicious apple tastes like a Red Delicious apple. It’s more expensive and harder to do, but the repeat business makes it worth it. We stay away (from) teen appeal by avoiding candy flavors and not marketing in a cartoonish manner.”

The St. Augustine Organic line, he adds, is “for the more discerning palette; a line designed for drippers and sub-Ohm tank users looking for the best organically sourced vapor.” (Sub-Ohm refers to vaping with a resistance level of less than 1.0 Ohms. Anything higher than that is considered to be regular resistance vaping.)

St. Augustine Organic is a 100 VG, organic vapor line that recently became a Spin Fuel Choice Award winner.  e company also markets a line of lifestyle vapors such as Dream Steam A Sleep vape. It is also having success with Access Focus Energy, which provides the customer mental focus on the exhale. Says Del Rey, “Access is very popular with office workers, truckers and, funny enough, trade show attendees.”

Del Rey calls it “easy to grow in an industry that itself is growing about 50% this year. The fact that we can enter new marketplaces, take over share and keep it tells me we have a good pulse on the market.”

Marketing efforts include social media aimed at consumers. As for business to business, he adds, the company uses ads in trade publications and attends six to eight trade shows per year, including Champs, ASD, TPC and various regional vape expos. “Exhibiting at these shows throughout the nation enables us to distinguish the regional from the national markets, and to hopefully, understand the difference between the fad and the trend.”

At present, Del Rey says, “We channel out mostly to mom-and-pops and multi-chain retail outlets. We are always looking to grow with the right distribution partners.”

Customer service remains a priority at all times. “For the wholesaler, every call is answered by a human,” Del Rey emphasizes. “I don’t care how large we get, our customers should never have to dial *148 when trying to communicate with us -- not to mention the (quality of) on-hold music some companies subject their customers to, which always sucks.”

For the end user, he says, “Every product we sell comes with a satisfaction guaranteed or your money back promise. Every bottle we sell comes with contact information. If there is a problem, we want to know about it.”

As he points out, “We make what we sell, and have all of our products tested by an independent laboratory to make sure that none of our products contain any potentially harmful ingredients. I bet some of the national brands wish they did that before Vapor Shark posted their test results in June.”

The policy stems from Del Rey’s deeply held conviction. “Frankly, this is my life’s work. I want these products engraved on my tomb stone. I don’t care if I make the most, I care about cra ing the best.” He is con dent that the quality of his products stacks up well against anyone else’s. “When I get asked what makes us di erent, I say, try our vapor, your question will be answered on the exhale.”

Del Rey is sharp enough to know that he needs to keep one eye focused squarely on the future if his business is to continue to soar – and that is just what he does.

“Our goal is to determine what the customer wants in the future,” says Del Rey. “It is the only way to stay relevant is this hyper-evolving business.”

And what does he have planned for next year? “That’s up to the consumer,” Del Rey says. “Longer term, lifestyle vapors will continue to open new distribution channels.” His philosophy of business, he adds, is simple: “Do what you say you’re going to do.”