Altria (MO, $51.4) Invests $12.8 Billion in e-cigarette firm Juul
U.S. tobacco company Altria has bought a 35% stake in e-cigarette startup Juul for $12.8 billion.
With declining trend in cigarette smoking among Americans, Altria’s investment in Juul could potentially help the former diversify into the alternative smoking market. Earlier this month, Altria entered the marijuana space by investing $1.8 billion for a 45% ownership in Canadian cannabis company Cronos Group. Juul has consumers in the U.S., Canada, Israel, Russia and the United Kingdom – thereby potentially allowing Altria to gain a broader global network. Juul, on the other hand, could leverage a big name like Altria to get top-shelf space at stores.
Interestingly, Juul promotes its products as smoke-free sources of nicotine for people wanting to quit smoking. Would that lead to a conflict in the partnership with cigarette giant Altria?
"We understand the controversy and skepticism that comes with an affiliation and partnership with the largest tobacco company in the US. We were skeptical as well," Juul CEO Kevin Burns said. "But over the course of the last several months we were convinced by actions, not words, that in fact this partnership could help accelerate our success switching adult smokers."
Altria said in a statement, "We are taking significant action to prepare for a future where adult smokers overwhelmingly choose non-combustible products over cigarettes”.
However, e-cigarette industry faces regulatory hurdles. With addiction to vaping reportedly on the rise among teenagers, federal lawmakers are trying to curb its consumption among young people. Federal law prohibits the sale of e-cigarettes to people under the age of 18. There were also reports of the Food and Drug Administration (FDA) expected to ban e-cigarettes last month, but the FDA ultimately decided to allow the selling of e-cigarettes only in parts of stores that are closed-off to teenagers.
MO sees its 50-day moving average cross bullishly above its 200-day moving average
The 50-day moving average for MO moved above the 200-day moving average on February 12, 2026. This could be a long-term bullish signal for the stock as the stock shifts to an upward trend.
Technical Analysis (Indicators)
Bullish Trend Analysis
The Stochastic Oscillator demonstrated that the ticker has stayed in the oversold zone for 2 days, which means it's wise to expect a price bounce in the near future.
Following a 3-day Advance, the price is estimated to grow further. Considering data from situations where MO advanced for three days, in of 377 cases, the price rose further within the following month. The odds of a continued upward trend are .
The Aroon Indicator entered an Uptrend today. In of 262 cases where MO Aroon's Indicator entered an Uptrend, the price rose further within the following month. The odds of a continued Uptrend are .
Bearish Trend Analysis
The 10-day RSI Indicator for MO moved out of overbought territory on February 27, 2026. This could be a bearish sign for the stock. Traders may want to consider selling the stock or buying put options. Tickeron's A.I.dvisor looked at 40 similar instances where the indicator moved out of overbought territory. In of the 40 cases, the stock moved lower in the following days. This puts the odds of a move lower at .
The Momentum Indicator moved below the 0 level on March 05, 2026. You may want to consider selling the stock, shorting the stock, or exploring put options on MO as a result. In of 85 cases where the Momentum Indicator fell below 0, the stock fell further within the subsequent month. The odds of a continued downward trend are .
The Moving Average Convergence Divergence Histogram (MACD) for MO turned negative on March 03, 2026. This could be a sign that the stock is set to turn lower in the coming weeks. Traders may want to sell the stock or buy put options. Tickeron's A.I.dvisor looked at 46 similar instances when the indicator turned negative. In of the 46 cases the stock turned lower in the days that followed. This puts the odds of success at .
Following a 3-day decline, the stock is projected to fall further. Considering past instances where MO declined for three days, the price rose further in of 62 cases within the following month. The odds of a continued downward trend are .
MO broke above its upper Bollinger Band on February 04, 2026. This could be a sign that the stock is set to drop as the stock moves back below the upper band and toward the middle band. You may want to consider selling the stock or exploring put options.
The Tickeron Valuation Rating of (best 1 - 100 worst) indicates that the company is seriously undervalued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: P/B Ratio (0.000) is normal, around the industry mean (11.203). P/E Ratio (16.272) is within average values for comparable stocks, (17.453). Projected Growth (PEG Ratio) (1.709) is also within normal values, averaging (0.963). Dividend Yield (0.062) settles around the average of (0.054) among similar stocks. MO's P/S Ratio (5.602) is slightly higher than the industry average of (2.370).
The Tickeron SMR rating for this company is (best 1 - 100 worst), indicating very strong sales and a profitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Profit vs. Risk Rating rating for this company is (best 1 - 100 worst), indicating low risk on high returns. The average Profit vs. Risk Rating rating for the industry is 69, placing this stock better than average.
The Tickeron PE Growth Rating for this company is (best 1 - 100 worst), pointing to outstanding earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
The Tickeron Price Growth Rating for this company is (best 1 - 100 worst), indicating outstanding price growth. MO’s price grows at a higher rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron Seasonality Score of (best 1 - 100 worst) indicates that the company is fair valued in the industry. The Tickeron Seasonality score describes the variance of predictable price changes around the same period every calendar year. These changes can be tied to a specific month, quarter, holiday or vacation period, as well as a meteorological or growing season.
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General Information
a holding company which produces and markets tobacco products
Industry Tobacco
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