On December 20, 2018, Altria finalized the acquisition of a 35% stake in JUUL Labs, an e-cigarette company based out of San Francisco, California, for $12.8 billion. On November 3, 2019, it was reported that Altria was taking a $4.5 billion writedown on its stake in Juul, 35% of its original value. On July 28, 2022, it was reported that Altria's investment in Juul is now worth only 5% of the original amount of $12.8 billion. Despite the losses, Altria has announced that it will continue to support Juul and avoid investing in competing products.
On December 20, 2018, Altria finalized the acquisition of a 35% stake in JUUL Labs, an e-cigarette company based out of San Francisco, California, for $12.8 billion. On November 3, 2019, it was reported that Altria was taking a $4.5 billion writedown on its stake in Juul, 35% of its original value. On July 28, 2022, it was reported that Altria's investment in Juul is now worth only 5% of the original amount of $12.8 billion. Despite the losses, Altria has announced that it will continue to support Juul and avoid investing in competing products