PRODUCT DETAILS
US-imported e-liquid brands carry a different weight on UK shelves than domestic labels. Customers associate American juice with bigger flavours, longer R&D history, and the kind of bold profiles that disposables never quite replicate. A brand running since 2011 with a catalogue this deep does not need introducing twice. The Ruthless 100ML E-Liquid Shortfill range sits firmly in that bracket, and it has become a steady premium-tier seller for retailers ordering through No.1 Vape Wholesale.
This is a 70/30 VG sub-ohm range housed in a 120ml bottle holding 100ml of zero-nicotine juice, with 20ml of headroom for two nic shots.
The Ruthless 100ml E-Liquid Shortfill Flavour Catalogue
The catalogue is one of the deepest in the US-import shortfill bracket. Over twenty-five flavours covering soda, tropical, candy, ice, dessert, and tobacco profiles. That breadth is the brand's commercial strength.
Drank Series covers the soda-style profiles. Mango Drank, Cherry Drank, Berry Drank, Grape Drank, and Grape Drank on Ice. These are the signature Ruthless line. Sweet, fizzy, and unmistakable.
Skir Skirrr Range delivers crisp green apple with honeydew melon, available standard or on ice. Skir Skirrr on Ice adds a clean menthol finish that lifts the apple sharpness.
EZ Duz It and Lush sit at the top of the strawberry-watermelon category. EZ Duz It standard, EZ Duz It on Ice, and Lush (pure watermelon) cover the full sweet-melon spread.
Tropical and exotic blends include Tropic Thunda (mixed berry, guava, cream), Paradize (passionfruit, pear, peach), Red (grapefruit, mango, passionfruit), Rise and Rise on Ice (lychee, mango, jackfruit), Strizzy (kiwi, raspberry, strawberry), Slurricane (peach, papaya, guava), Jungle Fever (mango, pineapple, citrus), Antidote on Ice (mango, blue raspberry, menthol), and Rage (mango, apple).
Candy and sour profiles cover Swamp Thang and Swamp Thang on Ice (sour candied apple), Pineapple Lemonade.
Dessert and tobacco profiles include Ruthless Gold (caramel coffee cookie), Coffee Tobacco (roasted coffee with dark tobacco), and Dulche De Tobacco (RY4-style tobacco with caramel and milk notes).
That last category is where Ruthless separates from most fruit-only US imports. Few brands at this price point cover dessert and tobacco alongside fruit so consistently.
Built for Sub-Ohm Performance
The 70/30 VG to PG blend puts this firmly in sub-ohm territory. Vapour production is dense, the inhale stays smooth at higher wattages, and the flavour delivery is layered enough to hold up across long sessions. Pair with sub-ohm tanks or DTL pod mods. Tight MTL coils will not handle the viscosity, so direct those customers to a 50/50 line.
Specifications: Ruthless 100ml Shortfill
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Specification |
Detail |
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Bottle Size |
120ml shortfill |
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E-Liquid Volume |
100ml |
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Nicotine Strength |
0mg |
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Nic Shot Capacity |
2 x 10ml (18mg shots for 3mg final strength) |
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VG/PG Ratio |
70VG / 30PG |
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Vape Style |
Sub-ohm, DTL |
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Flavour Range |
25+ profiles across soda, tropical, ice, candy, dessert, tobacco |
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Brand Origin |
USA, established 2011 |
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Compliance |
TPD compliant for UK market |
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Safety Features |
Childproof cap, tamper-evident seal |
How to Use Ruthless 100ml E-Liquid
Twist off the childproof cap, add two 10ml nic shots at 18mg for 3mg strength, reseal, and shake for around 60 seconds. Fill the tank slowly. Prime any new coil for two to three minutes before firing. Standard sub-ohm shortfill setup.
Wholesale and Trade Value at No.1 Vape Wholesale
US-import brands command a premium retail price point that UK domestic labels cannot match. Trade pricing on Ruthless through No.1 Vape Wholesale gives strong markup at premium 100ml retail rates without needing promotional discounting. The brand's heritage carries the price for you.
Within any Shortfill display, Ruthless works as a premium-tier anchor alongside standard UK-made fruit lines. Customers willing to pay a few pounds more for a recognised US brand are exactly the buyers who reorder consistently. EZ Duz It, Lush, Mango Drank, Grape Drank, Skir Skirrr, and Ruthless Gold tend to lead in the UK market. Stock those six as core, and rotate the rest based on regional demand.
For shops building out a wider 100ml E-Liquid catalogue, Ruthless covers categories most brands ignore. The Coffee Tobacco and Dulche De Tobacco profiles especially pull customers who would otherwise leave the shop empty-handed when looking for non-fruit options. Bulk buy UK pricing through No.1 Vape Wholesale also keeps unit cost low enough to carry the catalogue depth properly.
Who This Range Sells To
The buyer is the experienced sub-ohm vaper. Customers who have moved past disposables, run dedicated DTL kits, and want flavour quality that matches the device. Older demographics looking for tobacco and dessert blends, and younger customers chasing the Drank-series soda profiles. Repeat purchase rates run high because the catalogue gives the same customer reason to come back twenty-five times before repeating a bottle.
A US Heritage Brand That Holds Its Shelf
Ruthless has been producing premium e-liquid since 2011, and the catalogue depth proves it. The Ruthless 100ML E-Liquid Shortfill range gives independent retailers and multi-site shops a complete US-import solution covering soda, tropical, ice, candy, dessert, and tobacco profiles. Order through No.1 Vape Wholesale for trade pricing, mixed-flavour cases, and fast UK dispatch.
FAQs
How many flavours does the Ruthless 100ML E-Liquid Shortfill range cover?
Over twenty-five profiles across soda, tropical, ice, candy, dessert, and tobacco categories. One of the deepest US-import shortfill catalogues sold in the UK.
Can my customers add nicotine to the Ruthless 100ML Shortfill?
Yes. Two 10ml nic shots at 18mg bring the bottle to 120ml at 3mg strength. The headroom is sized for exactly that fill.
What kit works best with this e-liquid?
Sub-ohm tanks and DTL pod mods. The 70/30 VG ratio is too thick for tight MTL coils.
Is the Ruthless 100ML E-Liquid Shortfill TPD compliant?
Yes. The UK-distributed bottles meet all current TPD requirements for shortfill labelling and packaging, even though the brand is US-origin.
Which Ruthless flavours sell hardest in the UK?
EZ Duz It, Lush, Mango Drank, Grape Drank, Skir Skirrr, and Ruthless Gold tend to lead. The Drank series in particular pulls customers who recognise the brand from disposables.
How long does a 100ml bottle typically last?
Most sub-ohm vapers get two to three weeks per bottle. The premium positioning means customers often own two or three Ruthless flavours at once.
Does Ruthless make tobacco shortfills as well?
Yes. Coffee Tobacco and Dulche De Tobacco are part of the catalogue, which is rare for a fruit-led US brand. Both perform well with older customers.
What kind of margin should I expect at retail?
Premium positioning gives stronger markup than domestic shortfills. Trade pricing through No.1 Vape Wholesale leaves comfortable room above standard 100ml retail rates.
Can I order Ruthless in mixed flavours?
Yes. No.1 Vape Wholesale allows mixed-flavour cases, which is the right route given the catalogue depth.
Why stock Ruthless over a UK domestic shortfill brand?
Brand heritage and flavour breadth. Ruthless has been running since 2011 and covers categories most UK brands skip, including the Drank soda series and proper tobacco blends.