Interview Done By Mike Wilkerson
MW: Please introduce yourself to the Blastzone Online readers.
M: My name is Matt, and I co-run Midtown eLiquid out of Denver, Colorado along with my girlfriend Kelley.
MW: Take me on a ride on starting Midtown Eliquid?
M: If that ride were to have a name, it would have been called the “WTF am I doing” ride initially. While this isn’t the first business I’ve started or been a part of over the years it is the first in which I didn’t already have a friend or mentor involved in the same business/industry. A lot of it involved evaluating the market as I/we saw it, thinking about things from the consumer’s point of view, and a whole lot of finger crossing. In the end everything worked out alright and if I had any of it to do over I wouldn’t change a thing.
MW: What was the first flavor you ever created for Midtown Eliquid?
M: It was either Blueberry Belgian Waffle or Black Forest, followed shortly thereafter by Berry White.
MW: What Midtown Eliquid flavors are now for sale?
M: We offer 6 different flavors:
Berry White (Smooth)
Blueberry Belgian Waffle
A complete menu with flavor descriptions can be found on our website (Midtown-eLiquid.com) or by clicking here
MW: Are you planning any more flavors for Midtown Eliquid?
M: Not at the moment, although we’re always playing around with things in the lab. I swore we were done after our 5th flavor came out…and then a couple of months later we came out with Strawberry Shinigami. I guess a short answer to this would be TBD.
MW: What made you want to start Midtown Eliquid?
M: To be honest I didn’t (want to start Midtown) initially. I’d been making my own DIY flavors for myself and friends for a long time, back when there weren’t really any brick and mortar stores in the Denver area that carried anything outside of house juice. I got sick of ordering stuff online that sounded like pure ambrosia or the gifts of angels only to find out it tasted like leprous cat piss once I actually tried it.
Eventually it got to the point where it finally made sense to start a formal company…but it definitely didn’t start that way.
Kelley and I agreed that if we’re going to do it, we’re going to do it right or not at all. To that end in November of 2014 we invested (heavily) in purchasing our own private, isolated, ISO Class 7 Cleanroom where all of our ejuice is made and bottled.
MW: Do you use glass or plastic?
M: We only use cobalt blue glass bottles.
MW: Do you do 10ml, 15ml, 30ml or higher?
M: Since our inception we’ve been offering both 15ml and 30ml (as well as 60ml & 120ml to select vendors). As of June 1st we’re phasing out the 15mls completely. Over the course of time 30mls have made up about 95% of our total bottle sales per month (as of the end of April 2015).
MW: What is your price point per bottle?
M: $18 per bottle (30ml). There are some vendors that sell it for more, but the vast majority of our retail partners (as well as our own website) have them priced at $18.
MW: What MG do you do?
M: We’re a drip-centric line, so we only do 6mg, 3mg, and 0mg.
MW: What ratios can you do?
M: All of our flavors are 70vg/30pg.
MW: Do you ever ask fans for advice on flavors?
Absolutely! A couple of our flavors took dozens of iterations to finally nail down. Considering taste is very subjective and changes over the course of time, every flavor we offer has been the product of some amount of feedback from the community.
MW: What is your opinion on the FDA interfering in E-juice sales?
M: God there are so many ways to answer this question…
I think it’s safe to say that an overwhelming majority of eLiquid manufacturers do not have any desire to ever have their product consumed by someone under 18 years of age. I also think it’s safe to say that this industry is and always has been (to some extent) a self-regulating industry. If a product is inferior or otherwise poor, it will be driven out of existence by the market.
In that sense I think a lot of the claims being made in support of the FDA’s deeming regulations are based on a lack of knowledge about our industry, fear, and to some extent being in bed with big tobacco and big pharma (or all of the above).
Ultimately the whole thing comes down to money, and if anyone thinks the FDA is “looking out for them” they’re kidding themselves. This is the government trying to shoehorn their way into tax revenue being generated largely by “mom & pop” small business owners. The whole thing sickens me…
MW: Give me one true fact about using an E-cig as opposed to smoking a cigarette?
M: Fact: Using an e-cig (I hate that term) will never make you smell like you just had sweaty sex with an ash tray.
MW: What is the craziest rumor you herd about using an E-cig?
M: I remember when I first started vaping hearing that doing so was known to cause pneumonia and that they (e-cigs) weren’t safe at all. I looked at the person and said “that’s possibly the dumbest fucking thing I’ve ever heard.”
MW: Do you ship worldwide?
M: Unfortunately we do not at the moment. We ship to anywhere in the US and Canada at present. Eventually we’d love to have our products across the pond but thus far we haven’t had the opportunity.
MW: What would you like to say in closing?
M: As thanks for reading this and listening to me banter on, here’s a promo code for Midtown-eLiquid.com:
Use the code BLASTZONE for 10% off any order and free shipping!