In 2018, Altria invested $12.8 billion for a 35% stake in Juul, but that investment has lost billions. In its earnings report at the end of January, Altria recorded a $4.1 billion impairment on Juul, citing the number of legal cases against the company. Altria posted a loss as it took a $4.1 billion impairment charge for its investment in e-cigarette company Juul. Altria may consider seeking permanent financing in the future. The FTC has probed Altria’s decision to buy a 35% stake in Juul, announced in December 2018, for $12.8 billion. “For several years, Altria and JUUL were competitors in the market for closed-system e-cigarettes. Altria invested $12.8 billion to purchase a 35% stake in Juul in December of 2018, valuing Juul at $38 billion. Altria also could argue that the investment in Juul was hedging its bet on its IQOS “heat-not-burn” system. In exchange for the investment, Altria received a 35% economic interest in JUUL through non-voting shares, with their conversion to voting shares and the seating of representatives on JUUL’s board of directors contingent on antitrust clearance. Altria's $13 Billion Juul Investment Is Going Up in Smoke The leading e-cig maker is under attack as illness, death, and faith in its ability to meet challenges grow. Altria took a $4.1 billion hit on its investment in Juul Labs in the fourth quarter of last year, making its stake in the e-cigarette maker worth just a third of its initial value. In December 2018, Altria made a minority investment in JUUL. The deal is still awaiting regulatory approval. The U.S. Federal Trade Commission said on Wednesday it had filed a complaint aimed at forcing Marlboro maker Altria Group to sell its investment in e-cigarette maker Juul … $1.8 billion of the facility remains undrawn and may be used by Altria to finance its recently announced investment in Cronos Group. Altria's $12.8 billion investment bought a 35% stake in Juul late last year, valuing the e-cigarette start-up at $38 billion. Nearly a year ago, Juul announced that Altria paid $12.8 billion for a … Altria got a 35% stake in Juul in exchange for its investment. Juul Labs, Inc. (/ ˈ dʒ uː l /, stylized as JUUL Labs) is an American electronic cigarette company which spun off from Pax Labs in 2017. Unwinding Altria's $12.8 billion investment in JUUL would be an extremely costly endeavor, not least because the tobacco company has written off two-thirds of the value of the investment already. If IQOS ended up being a hit, the Juul investment could have been sold or written off. Virginia-based A… Altria decided to write off another huge chunk of its investment in JUUL Labs after all..
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