6 ft electronic cigarette takes on the Cooper’s Hill Cheese Rolling Race

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Despite attempts from the authorities to thwart this year’s Cheese Rolling at Cooper’s Hill, the race went ahead in the blazing sunshine.

Nearly 3,000 spectators turned up to watch the crazy competitors throw themselves down the sheer face of Cooper’s Hill in Brockworth. Among them was local entrepreneur Matthew McMinn, CEO of Gloucestershire based Lucky 8s Electronic Cigarettes. Matthew added to the challenge by dressing up in an electronic cigarette costume for the 90 metre descent.

Winner, Kenny Rackers and Lucky 8s CEO, Matthew McMinn

On this occasion Matthew didn’t manage to beat the new champion, Kenny Rackers, from the USA, who won both the downhill and uphill races. He did manage to get down in one piece though; for which his 8 months pregnant wife was very grateful.

Matthew said, “There was a certain amount of controversy over this year’s cheese rolling event, with the authorities determined to make it as difficult to hold as possible. Yes, there were some injuries, luckily, nothing too serious, but the contestants go into the event with their eyes wide open.”

Lucky 8s CEO, Matthew McMinn, in the electronic cigarette costume

Matthew added “Cooper’s Hill is one example of eccentric Britain at its best. We should look to celebrate this eccentricity, not stifle it; which is why as a local business, we wanted to be involved.”

You can visit Lucky 8s Electronic Cigarettes at

About Lucky 8s

In 2011 Lucky 8s CEO, Matthew McMinn, read a report that if every smoker in the United States used eCigarettes over tobacco cigarettes, the death rate of smoking related diseases would decrease from 400,000 a year to 4,000. This statistic alone drove him to establish Lucky 8s as a real brand; an aspirational brand that would appeal to smokers and help them with the transition from tobacco cigarettes to e-cigarettes, and in turn, a healthier lifestyle.

Lucky 8s aim is to provide premium e-cigarettes to existing smokers, who are looking for a healthier alternative to smoking traditional cigarettes.

Our product range is limited to what we believe are the best e-cigarettes on the market.

Focusing on a core range ensures we provide not only quality products, but also a quality service.

Our mission is to grow a profitable brand; a brand smokers prefer to smoke over any other and a brand that people are proud to be associated with, both customers and employees. Through providing quality products and service and treating our customers, suppliers and staff with respect and by playing an active role within the sector, Lucky 8s aim to be one of the world’s leading e-cigarette companies.

For more information visit

About Matthew McMinn
Matthew is an experienced strategist and marketing professional with 16 years experience working within leading marketing agencies, delivering strategic and account management support for clients across financial, utility, automotive, fmcg and telco sectors.

His career started 1997 at the biggest direct marketing agency in Europe, Rapp. From there he drifted south to become Commercial Director at Melbourne’s number 1 ad agency, George Patterson Bates.

Matt returned to the UK in 2002 to head up Business Development at Clark Mckay & Walpole until he joined Doner is 2008. He joined the management team at Doner in 2012.

About electronic cigarettes
An electronic cigarette, also known as an eCigarette, vap or an ecig, is an electrical inhaler that vaporises a flavoured liquid into an vapour mist, simulating the act of tobacco smoking.

Most eCigarettes contain nicotine, but due to the fact that there is no combustion, tobacco, tar or other chemical substances, it is healthier than smoking traditional cigarettes.

It also lacks the second-hand smoke that accompanies tobacco cigarettes.

Ecigs consist of a small rechargeable lithium battery and a replaceable cartridge (Cartomizer) containing water, propylene glycol, nicotine and flavouring. When you take a draw, it activates the atomizer (which is like a mini kettle filament), this then releases simulated smoke that is actually water vapour.

Legal status

The electronic cigarette market in the UK is currently unregulated, although Trading Standards work closely with ECITA, the sector’s trading body, to establish guidelines for best practice.

Because tobacco is not involved in the production of electronic cigarettes and there is no combustion, they are not covered by the UK smoking ban or restricted by tobacco or medical regulations.

In terms of the law, it is in theory, legal to smoke an electronic cigarette in any public place including restaurants, bars and on public transport.

Although there are currently few restrictions in the UK, following a period of research, the Medicines and Healthcare products Regulatory Agency will make a decision whether to regulate electronic cigarettes and other nicotine containing products in spring 2013.

Lucky 8s Inc.

PO Box 288,Broadway WR11 9DJ

Source: Lucky 8s Inc

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