IQOS—the first and only heated tobacco system authorized by the FDA as a modified risk tobacco product—has officially launched in the greater Fort Lauderdale area. As part of its national rollout, PMI U.S. introduced the brand’s “Be the First” pilot program to South Florida over Formula 1 Miami Grand Prix weekend, offering adult nicotine users 21+ the opportunity to join a waiting list for early access.
PMI U.S. introduced IQOS during an exclusive activation at Mana Wynwood on May 3rd. The event featured a VIP IQOS lounge and educational experiences centered on the brand’s mission to provide better alternatives to smoking. To cap the evening, a special concert reunited Grammy Award-winning group Fugees, with standout performances by Lauryn Hill and Wyclef Jean—marking a rare and powerful moment for fans.
IQOS heats tobacco instead of burning it, significantly reducing the production of harmful chemicals compared to traditional cigarettes. While not risk-free and still containing nicotine, it’s seen as a better choice for adult smokers who would otherwise continue smoking. The device has already helped an estimated 23 million adults in approximately 70 countries switch from cigarettes since its original launch in Japan ten years ago.
Florida has over 3.31 million adults aged 21 and older who consume nicotine. According to PMI U.S., around 72% of those users still smoke—considered the most harmful form of nicotine consumption. Through the “Be the First” IQOS Circle, residents in select areas of greater Fort Lauderdale can join the waitlist at www.IQOS.com/us to be among the first to access the product.
“The Fort Lauderdale region offers a dynamic blend of culture and industry, and we’re thrilled to introduce IQOS to this community,” said Stacey Kennedy, U.S. CEO of PMI. “We believe having a portfolio of satisfying smoke-free alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good.”
IQOS is now commercially available in Austin, Texas, following a successful pilot there that saw over 5,000 adults 21+ participate. South Florida is the next key region for rollout, with activations planned throughout the area as PMI U.S. continues its mission to provide a better alternative to smoking.
For more information, please visit www.pmi.com/us and www.pmiscience.com. “PMI” refers to the Philip Morris International family of companies. “PMI U.S.”, “we”, “our”, and “us” refer to PMI’s U.S. businesses.