In this article, we track the developments regarding the IQOS test market in Austin, Texas. To stay up to date with every aspect of IQOS launch in the USA, make sure to visit our exclusive section: IQOS USA.
March 2025: Philip Morris International begins selling IQOS in Austin, Texas
Philip Morris International (PMI) started to sell IQOS heated tobacco device in Austin, Texas on March 27, 2025. The retail selling price is US$60 for the IQOS device and US$8 for the HEETS tobacco sticks (for exclusive use with IQOS) – sold at a $1 discount to Marlboro cigarettes.
IQOS will be sold at pop-up stores and mobile units, including one location in downtown Austin set to be in place for several months. Online sales will start late-April. PMI also contracted 15 adult-only venues, like bars, where mobile units and “IQOS coaches” will be present to promote IQOS and educate consumers on how to use the device. In addition, PMI hosted product demonstrations and guided trials at the Austin MotoGP Red Bull Grand Prix of the Americas which took place on March 28-30, 2025.
In October 2024, PMI launched the “Be the First” campaign, a pilot consumer experience program to introduce IQOS to nicotine users in Austin. According to PMI, more than 5,000 people have registered on IQOS Circle waitlist to receive an IQOS device in the first month of launch (March 2025).
PMI stated that around 4.3 million adult Texans consume nicotine, about 80% of which are smokers. PMI chose Austin, a city known for tech and innovation, as the first place to introduce IQOS in the U.S. while waiting for the authorization of IQOS ILUMA (the latest version of IQOS heated tobacco device) by the U.S. FDA – which is set as a prerequisite by PMI for IQOS launch scale-up in the U.S.
February 2025: More than 4,000 smokers are already on the IQOS waitlist in Austin
IQOS “Be The First” campaign is underway in Austin, Texas. IQOS-owner, Philip Morris International (PMI) expects to commence the direct sales of IQOS devices and heated tobacco sticks in Austin in March 2025. PMI claims that consumer interest in IQOS is pleasingly high in the pre-launch period, with over 4,000 smokers already registered on IQOS waitlist.
PMI is planning the rollout of pilots to other US cities based on the learnings from the consumer engagements in Austin. These pilots will also focus on selective adult consumer engagement and building awareness through category and brand education in legal-age smoker communities. PMI does not expect any significant volume from U.S. IQOS before the at-scale launch of IQOS ILUMA and hope for an FDA authorization of IQOS ILUMA in the second half of 2025.
October 2024: Philip Morris International announces that IQOS “Be the First” campaign is underway in Austin, Texas
During the Q3 2024 earnings release, Philip Morris International (PMI) announced that IQOS “Be the first” campaign is underway in Austin, Texas. The main campaign slogans are:
– Be the first… to discover heated tobacco
– Be the first… to discover real tobacco without fire & ash
– Be the first… to discover less smell than cigarettes.
In Austin, Texas, PMI will initially start with small group engagements and promotional events before eventually making IQOS available at the retail. PMI will set up IQOS lounges and pop-ups throughout the city, offering product presentations and trials to the adult smokers (21+). The launch campaign will be focused on in-depth awareness and consumer education with learnings to be used to prepare for the at-scale launch of IQOS ILUMA when it is authorized by the US FDA. PMI continues to expect IQOS ILUMA to receive marketing order from US FDA in the second half of 2025 and assumes no commercial volume from IQOS US launch in 2024.
October 2024: Philip Morris International hosts The IQOS Experience event in Austin, Texas
Philip Morris International (PMI) kicked off the launch of IQOS in Austin, Texas with The IQOS Experience event in partnership with Rolling Stones and featuring special musical performances. In order to win a ticket to the event, adult smokers should join to the IQOS Circle by registering at the IQOS website. They also need to confirm their phone number (via a confirmation code) and sign up to the mailing list. Ticket owners can bring along one legal age (21+) guest. PMI encourages ticket owners to tell their friends to join the IQOS Circle.
October 2024: IQOS is back in the USA!
IQOS-owner, Philip Morris International will kick off the launch of IQOS in Austin, Texas by hosting several events in the city over the weekend (October 19-20, 2024). This important milestone marks the official re-introduction of IQOS heated tobacco platform in the US. PMI states that Austin is natural place to introduce IQOS in the US as it is a hotbed for innovators, entrepreneurs and trailblazers and cultural trends adopted there have a ripple effect.
Ahead of the retail availability, PMI invites adults nicotine users who live in designated areas of Austin to join the waiting list on their US website (www.iqos.com) to be among the first to try IQOS once the product becomes available. Meanwhile, IQOS US helpdesk and social media accounts (Facebook, Instagram, Twitter/X) are currently operational to handle any inquiries.
Philip Morris International (PMI) will release its Q3 2024 earnings on October 22, 2024. We expect to hear more about the IQOS introduction in Austin, Texas and IQOS US launch in general on that occasion. Recall that PMI will launch IQOS at-scale in the US (i.e. in a larger geography with full-scale investment) only after the authorization of the most advanced IQOS model, IQOS ILUMA, by the US FDA – which is not expected before the second half of 2025.
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