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Throat-hit is the sensation felt in the throat during the first 6 seconds after taking a cigarette puff. This effect occurs before nicotine reaches the brain and is initiated by local nerve stimulation and not by brain nicotine receptors. The sensory branches of the trigeminal nerves are responsible for this effect . The tobacco industry is aware that an unpleasant sensation in the mouth and throat is an obstacle to cigarette consumption and hence they try to avoid a too unpleasant throat-hit. They also know that nicotine addiction drives the daily smoker’s consumption. When a regular smoker is asked to evaluate the throat-hit of the cigarette brand regularly used, the given throathit score is better than for another cigarette brand and partially explains the reason why a smoker, in most cases, uses only one brand for years and is unhappy to change as other cigarettes may be either too strong, too light or unpleasant in the throat. An optimal sensorial effect of throat-hit is also a determinant of success of switching to an e-cigarette from tobacco use. This optimal throat-hit (OTH) needs a high concentration of nicotine in e-liquid for recent former smokers, while after some months without any tobacco use, a “softer” e-liquid with a lower level of nicotine is optimal. As for tobacco users, the absence of an unpleasant effect in the mouth and throat plays also a role in compliance to oral Nicotine Replacement Therapy (NRT) therapy . Our initial hypothesis, coming from clinical experience, is that the nicotine concentration in e-liquid needed to obtain an optimal throat-hit and increase the desire to switch from tobacco to eSatisfactory throat-hit is needed to switch from tobacco to e-cigarettes: a lesson from an e-liquid blind test