IQOS Launches in Greater Fort Lauderdale with Exclusive Event and Early Access Program

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May 10, 2025

IQOS, the FDA-authorized modified risk heated tobacco system that heats rather than burns tobacco to significantly reduce harmful chemicals compared to cigarettes, has officially launched in the greater Fort Lauderdale area as part of PMI U.S.'s national rollout.

Introduced during an exclusive activation at Mana Wynwood on May 3rd, the event featured a VIP lounge, educational experiences on smoke-free alternatives, and a headline reunion concert by the Grammy-winning Fugees, including performances by Lauryn Hill and Wyclef Jean.

The “Be the First” pilot program allows adult nicotine users 21+ in select South Florida areas to join a waitlist at www.IQOS.com/us for early access.

With over 3.31 million adult nicotine consumers in Florida—72% of whom smoke—PMI aims to offer better options for those who would otherwise continue smoking. Following a successful pilot in Austin, Texas, South Florida is the next focus, as stated by U.S. CEO Stacey Kennedy, who highlighted the region's vibrant community.

Globally, IQOS has helped an estimated 23 million adults switch from cigarettes since its debut in Japan a decade ago, though it is not risk-free and delivers addictive nicotine.

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