Philip Morris International recently debuted the cigarette maker’s heated tobacco product Iqos in Austin, Texas.
“Austin is a hotbed for innovators, entrepreneurs and trailblazers,” said PMI Americas President and U.S. CEO Stacey Kennedy. “Cultural trends adopted here have a ripple effect, so it was a natural place to introduce Iqos in the U.S.”
As part of the launch, PMI offered educational opportunities at Iqos lounges and pop-ups throughout the city.
Through PMI's “Be the First” pilot consumer experience, Austin adults 21 and over who smoke and live in designated areas can sign up for the waitlist to be one of the first in the United States to receive Iqos once it is available, PMI said.
Iqos is an electronic device that heats tobacco-filled sticks wrapped in paper to generate a nicotine-containing aerosol.
“We believe having a portfolio of satisfying alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good,” Kennedy said.
PMI said in reporting its third-quarter earnings on Tuesday that Iqos “continues strengthening its overall position as the second largest nicotine ‘brand’ in markets where present and driving the growth of the heat-not-burn category (reaching nearly 77% of global category volumes).”
In February, PMI and British American Tobacco reached a global settlement that resolves all ongoing patent infringement litigation between the cigarette makers related to their heated tobacco and vapor products.
The global patent battle was tied to the two companies’ heat-not-burn technology and the settlement agreement is valid for eight years, according to a filing with the U.S. Securities and Exchange Commission (SEC).
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.