More than cigarettes
Altria is best known for its many cigarette brands such as Virginia Slims, Copenhagen, and, of course, Marlboro. The latter is probably one of the most recognizable cigarette brands globally, and the most valuable by far. Within the United States, Altria’s Philip Morris USA owns and manufactures the brand, while Philip Morris International is responsible for the brand outside of the US – except for Canada where Imperial Tobacco Canada oversees the brand.In an effort to diversify its business beyond traditional tobacco products, Altria has ventured into other more mainstream markets such as wine – until 2021, and food processing with Kraft Foods, which was operated by Altria until 2007.
Altria’s smokeless segment
Often advertised as an alternative to regular tobacco products, e-cigarettes and vapes have emerged as a highly profitable market in recent years. As such, it is no surprise that tobacco giants like Altria would want to infiltrate said market. In 2018, the group became a major stakeholder in JUUL Labs, and in June 2023 it acquired NJOY Holdings, Inc., two household names in the vaping world.Seeing the impressive growth of the smokeless segment, these business endeavors shed some light on Altria’s wish to cement its place in the tobacco market, no matter what it may look like in the future.
