In 2018, Altria announced that it signed and closed a $12.8 billion investment in JUUL Labs, Inc., the U.S. leader in e-vapor to accelerate harm reduction and drive growth.3
Altria’s investment represents a 35 percent economic interest in JUUL and JUUL will
remain fully independent.
Fueled by its unique and innovative Silicon Valley approach to
product development and founded by former smokers, JUUL has rapidly built an
industry-leading position by satisfying adult tobacco consumers with its
differentiated e-vapor products.
JUUL has quickly grown
both revenue and share, and today represents approximately 34% of the total
U.S. e-vapor category.4 JUUL has
a deep innovation pipeline and currently operates in eight countries, with
rapid international expansion plans.