What's Actually in E-Liquid?
Every bottle is made from four things, and knowing them makes everything else easier.
• PG (propylene glycol): a thin base that carries flavour and gives the throat hit
• VG (vegetable glycerine): a thicker base that makes the vapour and the clouds
• Flavouring: food-grade flavour concentrates
• Nicotine: optional, and capped at 20mg in the UK
The PG/VG ratio and the nicotine strength change how a liquid vapes. The rest is flavour.
The Types of E-Liquid
There are a few kinds, and the right one depends on your device and the draw you like.
Nic Salts
Smooth even at higher strengths, with a quick nicotine hit, made for pod kits and a tight MTL draw. Sold ready-to-vape in 10ml bottles, usually 50/50. The go-to for most everyday and former-disposable vapers.
Freebase E-Liquid
The traditional form of nicotine. It gives a stronger throat hit as the strength climbs, so it's usually vaped at lower strengths in bigger kits. Comes in 10ml bottles and shortfills.
Shortfills
Larger nicotine-free bottles (50ml or 100ml) with room for nic shots. Higher in VG for sub-ohm kits and bigger clouds, and cheaper per millilitre.
Nic Shots
Small 10ml bottles of flavourless nicotine you add to a shortfill to bring it up to strength.
Nicotine-Free
All the flavour, no nicotine. For anyone who's stepped their strength down, or who just vapes for the taste.
Nic Salts vs Freebase Nicotine
Nicotine in e-liquid comes in two forms, and knowing the difference makes choosing easy.
Freebase was the original. It's effective and full-flavoured, but at higher strengths it can feel harsh, which is why sub-ohm vapers tend to run it at 3mg or 6mg.
Nic salts came later and changed things. By adding a little acid, the nicotine is turned into a smoother salt form that goes down easily even at 20mg. That's exactly what small pod kits and former disposables needed: a strong nicotine level in a tiny device, without the rough edge, and it's why they fill the pod-kit shelves today.
So the quick rule:
• Nic salt: smoother at high strength, faster hit, best for pod kits and MTL. Choose it for a strong nicotine level without the harshness.
• Freebase: more throat hit, better at lower strengths in bigger kits. Choose it for sub-ohm vaping at 3mg or 6mg.
For most pod-kit users, nic salt is the answer.
Choosing Your Nicotine Strength
Picking a strength is easier than it looks.
UK rules cap nicotine e-liquid at 20mg (2%), and bottles come in a range below that, commonly 3mg, 6mg, 10mg, and 20mg. As a rough guide:
• Higher strengths (10mg to 20mg): suit small pod kits and a tight draw
• Lower strengths (3mg to 6mg): suit bigger sub-ohm kits with more vapour
If you're not sure, most pod-kit users start on a 10mg or 20mg nic salt, and step down from there over time.
The Throat Hit Explained
The throat hit is the little catch you feel at the back of your throat as you inhale. Some people want more of it, some less, and two things control it.
The first is nicotine strength: more nicotine, firmer hit. The second is PG level, since PG carries that sensation, so a 50/50 feels sharper than a high-VG liquid.
If a liquid feels harsh or makes you cough, it's usually too much of one or both, so drop the strength or move to a higher-VG blend. If it feels flat, nudge the other way. Nic salts are the exception, staying smooth even at 20mg.
PG and VG, and Why the Ratio Matters
The PG/VG split changes the feel more than almost anything.
• Higher PG (like 50/50): firmer throat hit, cleaner flavour, less vapour. Ideal for pod kits and MTL.
• Higher VG (like 70/30): thicker clouds, smoother draw, softer flavour edges. Ideal for sub-ohm tanks and DTL.
Match the ratio to your device, and you get better flavour and fewer dry, burnt hits. A 50/50 is the safe all-rounder if you're unsure.
If You're Sensitive to PG or VG
A small number of people find PG doesn't quite agree with them, with a dry throat or mild irritation. If standard 50/50 liquids bother you, it's worth knowing your options.
Higher-VG liquids contain less PG, and some ranges offer a max-VG blend for exactly this reason. If you think you're sensitive, try a high-VG shortfill and see how you get on. And if it's a genuine health concern, speak to a healthcare professional.
Flavour Categories, and How to Pick
Flavour is the fun part, and there's a lot of it. Most e-liquids fall into a handful of families:
• Fruit: berries, tropical, citrus, and mixed fruits. The most popular category by far
• Menthol and ice: cool, sharp, and refreshing, on their own or added to fruit
• Tobacco: dry, rich, or sweetened, for a more classic taste
• Dessert: custard, vanilla, bakery, and sweet-shop blends
• Drinks: cola, lemonade, energy-drink, and cocktail-style flavours
• Sweets and candy: sherbet, fruit sweets, and sour blends
Finding a Flavour You'll Love
Flavour is personal, and there's usually a bit of trial and error before you land on your all-day vape. What one person calls the best strawberry going, another finds too sweet.
The trick is to start near something you already like. Enjoyed a fruity, icy disposable? Begin with a fruit-and-ice nic salt. Liked a cool menthol? Start there. From that anchor it's easy to branch out, and our Multibuy Deals make trying a few at once far cheaper than buying single bottles. Don't be put off if the first isn't quite right: your favourite is usually a bottle or two away.
Shortfills and Nic Shots: Mixing Made Simple
Shortfills sound fiddly, but they aren't.
A shortfill is a nicotine-free bottle that's only part-filled, leaving room for nic shots. You add the shots, give it a shake, and it's ready.
• A 50ml shortfill in a 60ml bottle takes one 10ml nic shot to reach 3mg
• A 100ml shortfill in a 120ml bottle takes two 10ml nic shots to reach 3mg
The product page spells out how many shots you need and the final strength.
Matching E-Liquid to Your Device
Getting this right saves you a burnt coil:
• Pod kits and MTL devices: 50/50 nic salts or 50/50 freebase
• Sub-ohm tanks and DTL kits: high-VG (70/30) shortfills with nic shots added
If you're between the two, a 50/50 is the safer choice. Each Pirate Vapes product page lists the ratio and strength so you can match it to your kit, and the coil you run shapes the taste too.
Buy Genuine: Why the Brand Matters
With e-liquid, where you buy matters as much as what. It goes straight into your vape, so stick to genuine products from names you trust.
Every e-liquid we stock is genuine and MHRA-notified, which means it's been through the UK's notification process rather than mixed in bulk and sold unlabelled. You get a sealed bottle, a clear ingredients list, and the strength and ratio on the label. It's a small thing that makes a real difference to flavour and peace of mind.
Buying E-Liquid in the UK
A couple of things worth knowing.
UK rules cap nicotine e-liquid at 10ml per bottle and 20mg strength, and everything we sell meets that, alongside MHRA notification and TPD compliance. Shortfills get around the bottle-size limit by being nicotine-free until you add a shot.
One date to keep in mind: from October 2026, a Vaping Products Duty of £2.20 per 10ml comes in, which will push prices up. Buying on multibuy is a good way to stay ahead of it.
