The alternative to smoking
For Mark Williams, smoking and kite surfing did not go hand in hand. He had puffed on cigarettes for 15 years and it was affecting his active lifestyle. He wanted an alternative. He found it online in the form of electronic cigarettes, but he was quickly disappointed. The products he ordered were overpriced, poorly made or, worse still, both. Rather than pick up his packet of Marlboro Lights again, he took a somewhat different tack. He set out to develop his own products. Eighteen months later, Mr Williams is the managing director of a Gibraltar-based company rapidly stamping its mark on the emerging market for alternatives to tobacco.
Total Cigarettes was born out of a personal need to find a well-priced product that worked. Developing the e-cigarette has been a personal experience for Mr Williams. “What I’m doing is finding a product that’s ideal for myself,” he told B2B. “Everything that I do is basically what I wanted to see when I first came across them 18 months ago.”
So what is an e-cigarette? Total Cigarettes describes its products as premium quality nicotine inhalers, commonly referred to as electronic cigarettes or e-cigs. Each cigarette is comprised of a battery, a heating element and a cartridge that holds a liquid solution containing nicotine. When you take a draw on e-cig, the atomizer heats the nicotine liquid which provides a vaporized solution that closely resembles smoke when exhaled. There is no tobacco, smoke or combustion involved in its operation and you do not exhale second-hand smoke, which means it can be used in areas where traditional cigarettes cannot be smoked. Electronic cigarettes can openly be used in airports around the world such as Gatwick and Gibraltar airport, where Total Cigarettes products are sold in the departure lounge and bar.
Although some people use these cigarettes to quit smoking tobacco, this is not what they are designed for. “This product is an alternative to smoking,”
Mr Williams said. The Total Cigarettes product range includes nicotine-free cartridges that allow users to ‘smoke’ without having to worry about addiction. As a former smoker, Mr Williams knows what a smoker wants in an alternative product. He jokes, for example, about the different degrees of “throat hit” that each version of his e-cigs provides. The cigarettes and associated accessories are made in the Far East in factories handpicked by Mr Williams and his team.

For Total Cigarettes, Gibraltar has provided something of a learning curve and helped Mr Williams to understand what people want from his product. “You’d think an item such as this would fail instantly in Gibraltar, where there is a culture of smoking and cigarettes are cheap,” he told us. In fact, quite the reverse happened and, largely through word of mouth, interest in the product grew locally.
Total Cigarettes are now sold at discounted prices in a number of outlets in Gibraltar, including pharmacies. “Gibraltar has become a fantastic base for market research.”
There are, of course, some people who are not convinced by e-cigarettes. This includes health authorities in a handful of countries who are concerned at the lack of long-term scientific research into e-cigarettes and how they deliver nicotine into the system. Mr Williams acknowledges these concerns and believes that e-cigarettes will likely be regulated in the future. He would welcome that and in some respects is already looking ahead. Unlike some of its competitors, for example, Total Cigarettes has clear warnings on its products to keep them out of reach of children. Mr Williams believes people should know exactly what they are consuming. But he is also vaguely puzzled by smokers who express health concerns about e-cigs. “The majority of doctors would agree that if there is a choice between smoking a real cigarette or an e-cigarette, it’s going to be the e-cigarette,” he said.








