Philip Morris International’s Taylan Suer discusses IQOS and local market response

Philip Morris International (PMI), the company that introduced iconic cigarette brands to the world, is building its future on their line of smoke-free products and envision that they would one day replace cigarette smoking, according to its website. Taylan Suer, country manager at PMI, tells Executive’s readers about the company’s line of heated tobacco products, including the IQOS. Suer also addresses the local market, especially given that IQOS was officially launched in Lebanon in February 2020, barely a month before the COVID-19 lockdown measures took ahold of Lebanon and the world. The heat-not-burn technology completely reimagined tobacco products when it was first developed. Could you tell our readers how this technology works and also about PMI’s line of heated tobacco products? The idea of heating tobacco, as opposed to burning it, is not new and has in fact been around for more than two decades. PMI has been heavily investing