Key Points
- At InterTabac 2026, 2Firsts observed that Philip Morris International (PMI) brought IQOS, ZYN, VEEV, Marlboro and other brands together within an exhibition area featuring “The PMI Boulevard” signage.
- Distinct spaces onsite were branded as the IQOS Boutique, ZYN Café, PMI Gallery and Marlboro Office, while VEEV products were also displayed within the area.
- According to PMI's second-quarter 2026 results, its smoke-free business generated 42% of the company's total global net revenues in the first half of 2026. IQOS, ZYN and VEEV are among PMI's leading smoke-free brands.
2Firsts
DORTMUND, Germany, Sept. 15, 2026
Philip Morris International (PMI) brought IQOS, ZYN, VEEV and Marlboro together within an exhibition area featuring “The PMI Boulevard” signage at InterTabac 2026 in Dortmund, according to onsite observations by 2Firsts.
Across the area, the brands were presented in spaces with distinct names and visual identities, including the IQOS Boutique, ZYN Café, PMI Gallery and Marlboro Office. VEEV products were also displayed in a dedicated setting.
Multiple Brands Along “The PMI Boulevard”
Onsite signage identifies the broader exhibition area as “The PMI Boulevard.” Along the space, IQOS, ZYN, VEEV and Marlboro appear in different branded areas.
IQOS Boutique
The IQOS section is branded as the “IQOS Boutique,” featuring a predominantly blue-and-white design as well as areas for product display and interaction.
IQOS is one of the leading brands in PMI's smoke-free portfolio and primarily represents its heat-not-burn category.
ZYN Café
PMI also created a dedicated “ZYN Café” for its nicotine pouch brand, with “FIND YOUR ZYN” among the branding visible onsite.
ZYN is PMI's nicotine pouch brand. The company identifies IQOS and ZYN as the two leading brands in its smoke-free portfolio.
VEEV on Display
VEEV products are presented through dedicated display fixtures within the PMI exhibition area.
VEEV is PMI's e-vapor brand. PMI's broader smoke-free portfolio currently spans heat-not-burn, e-vapor and oral smokeless products, including nicotine pouches.
PMI Gallery and Marlboro Office
IQOS and Marlboro branding can be seen within the “PMI Gallery,” while a separate space carrying the “Marlboro Office” name is also present within the exhibition area.
As a result, PMI's onsite presentation includes not only smoke-free brands such as IQOS, ZYN and VEEV, but also its cigarette brand Marlboro.
PMI's current product portfolio continues to include both cigarettes and smoke-free products. Marlboro is a leading brand in its cigarette portfolio, while IQOS, ZYN and VEEV form the core of its multi-category smoke-free offering.
Smoke-Free Business Generates 42% of H1 Net Revenues
According to PMI's second-quarter results released in July 2026, its smoke-free business generated 42% of the company's total global net revenues in the first half of 2026.
PMI currently positions IQOS, ZYN and VEEV among its leading smoke-free brands, covering heat-not-burn, nicotine pouch and e-vapor products, respectively. At the same time, the company continues to operate its cigarette business, including Marlboro.
At InterTabac 2026, these brands are presented together within the broader “The PMI Boulevard” exhibition area.
2Firsts will continue to follow InterTabac 2026 and bring you more updates from the show floor.
Cover Image: PMI's exhibition area at InterTabac 2026 | Source: 2Firsts
