Altria
A major U.S.-focused tobacco and nicotine-products group whose portfolio includes Marlboro, Copenhagen, Skoal, Black & Mild, NJOY and on!.
Last updated November 3, 2026
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Overview
Altria is an American tobacco and nicotine-products group whose corporate lineage is rooted in the United States operations of Philip Morris. The company is best known as the owner of Philip Morris USA and the marketer of Marlboro cigarettes in the United States, but its portfolio also spans smokeless tobacco, cigars, oral nicotine and other reduced-smoke or smoke-free formats. Key businesses and brands associated with Altria include Philip Morris USA, U.S. Smokeless Tobacco Company, John Middleton, NJOY and Helix Innovations' on! brand. The Altria name emerged during the restructuring of Philip Morris Companies in the early 2000s. The rebranding was intended to represent a diversified corporate portfolio that, at the time, included major food and tobacco assets as well as Philip Morris's international operations. It also separated the identity of the parent company from the Philip Morris tobacco name. The change occurred amid intense litigation, public-health criticism and regulatory pressure directed at the tobacco industry. Altria has continued to face scrutiny over the health effects of combustible tobacco, youth access to nicotine products, marketing practices, packaging, waste and political influence. Altria's corporate boundaries changed significantly during the 2000s. Its large holding in Kraft Foods was distributed to shareholders in 2007, while Philip Morris International was separated in 2008. After those transactions, Altria became primarily a U.S. tobacco company rather than a global tobacco conglomerate. It subsequently expanded its domestic portfolio through the acquisition of UST Inc., adding smokeless-tobacco operations, and through the purchase of John Middleton, a cigar manufacturer. The company also developed and acquired products intended to address the shift away from traditional cigarettes. The group's newer-nicotine strategy has included investment in oral nicotine, electronic cigarettes and heated tobacco. Altria acquired a substantial minority interest in JUUL Labs in 2018, invested in the on! oral nicotine business in 2019, formed a heated-tobacco joint venture with Japan Tobacco in 2022 and acquired NJOY in 2023. Its earlier MarkTen and Green Smoke electronic-cigarette brands were discontinued, while NJOY became the principal internally owned electronic-cigarette platform. Altria has also maintained minority investments outside conventional tobacco, including interests in AB InBev and Cronos Group, although its operating identity remains centered on adult tobacco and nicotine consumers in the United States. Altria is headquartered near Richmond, Virginia, where its executive, research and manufacturing presence has historically been concentrated. It is listed on the New York Stock Exchange under the symbol MO and is included in the S&P 500. The company operates in a heavily regulated and litigation-sensitive sector, with business performance shaped by cigarette-volume declines, excise taxes, product authorizations, restrictions on promotion, changing consumer preferences and competition from illicit or alternative nicotine products.
History
Altria's history is inseparable from the development of Philip Morris's American tobacco business. Philip Morris built a large U.S. cigarette operation around brands including Marlboro and later expanded into smokeless tobacco, cigars and other tobacco categories. For much of the twentieth century, the company operated under the Philip Morris name while also developing a substantial international tobacco business and acquiring interests in food and beverage companies. In 2003, Philip Morris Companies began operating under the Altria Group name. The rebranding reflected the parent company's broader collection of businesses, which at that time included Philip Morris USA, Philip Morris International and a major interest in Kraft Foods. The new identity was also a response to the political and reputational pressure associated with the Philip Morris name. Critics argued that the change could distance the corporate parent from tobacco controversies while leaving its tobacco profits intact. The reorganization took place against a background of litigation, public-health findings and government restrictions on tobacco marketing. Altria's portfolio was narrowed through a series of major separations. In 2007, the company distributed its remaining Kraft Foods shares to shareholders. In the same period it began separating Philip Morris International, a transaction completed in 2008. The international company thereafter focused on tobacco markets outside the United States, while Altria retained Philip Morris USA and other domestic tobacco assets. The separation also contributed to manufacturing reductions and workforce changes in parts of Altria's historic operating base because former international affiliates no longer purchased tobacco from U.S. facilities on the same scale. The company moved its headquarters from New York to the Richmond, Virginia, area in 2008. Richmond remained an important center for Altria's executive, research and manufacturing activities. The group also maintained a research and technology center in downtown Richmond. In 2007 and 2008, operational restructuring and reduced demand at certain facilities led to substantial layoffs and early retirements affecting Altria-related employees and contractors. Altria expanded its domestic tobacco portfolio in 2007–2009 through the purchase of John Middleton, a cigar manufacturer, and the acquisition of UST Inc. UST brought the U.S. Smokeless Tobacco Company and established brands such as Copenhagen and Skoal into Altria's portfolio. These transactions strengthened the group's position in cigars and smokeless tobacco while cigarette volumes in the United States continued to decline. During the 2010s, Altria attempted to participate in emerging nicotine categories. It launched MarkTen and Green Smoke electronic-cigarette products, although both were later discontinued. The company also invested in cannabis through Cronos Group and in oral nicotine through the on! business. In 2018, Altria acquired a 35% interest in JUUL Labs for $12.8 billion, a major bet on electronic cigarettes. JUUL subsequently faced regulatory pressure, declining expectations and product restrictions, leading Altria to record very large reductions in the carrying value of its investment. Altria continued to pursue alternative nicotine formats after the JUUL investment. It acquired an interest in the on! oral nicotine business in 2019, formed Horizon Innovations with Japan Tobacco in 2022 to pursue U.S. heated-tobacco opportunities and completed the acquisition of NJOY in 2023. NJOY became Altria's principal directly owned electronic-cigarette business after the company exited its earlier MarkTen and Green Smoke lines. The group has also held or developed interests beyond conventional tobacco, including minority stakes in AB InBev and Cronos Group and investments connected with medical or drug-delivery research. Nevertheless, Altria remains primarily a U.S. tobacco and nicotine company. Its present business environment is defined by cigarette-use declines, regulation of nicotine products, excise taxes, public-health litigation, restrictions on advertising and promotion, illicit-market competition and pressure to reduce the environmental effects of discarded tobacco products. A 2024 academic study additionally identified Altria as one of the largest contributors to branded plastic pollution by count of recorded items.
- 2023
NJOY acquisition completed
[2]Altria completed its acquisition of NJOY Holdings.
- 2022
Horizon Innovations joint venture announced
[2]Altria and Japan Tobacco created a venture to pursue U.S. heated-tobacco opportunities.
- 2019
Investment in on! oral nicotine
[2]Altria invested in the on! oral nicotine business.
- 2018
JUUL Labs investment completed
[2]Altria acquired a 35% interest in JUUL Labs as a major step into electronic cigarettes.
- 2009
UST acquisition completed
[2]Altria added U.S. Smokeless Tobacco Company and related smokeless-tobacco operations through its purchase of UST Inc.
- 2008
Philip Morris International spin-off completed
[1]Altria separated its international tobacco business and became primarily focused on the United States.
- 2008
Headquarters move to Virginia
[2]The company officially relocated its headquarters from New York to the Richmond, Virginia, area.
- 2007
Kraft Foods separation begins
[2]Altria distributed its remaining Kraft Foods stake to shareholders.
- 2006
Federal tobacco-racketeering ruling
[2]A federal court found major cigarette companies liable for misleading the public about smoking risks and nicotine delivery practices.
- 2003
Philip Morris Companies adopts the Altria name
[1]The parent company began using Altria Group to represent a diversified corporate structure extending beyond its traditional Philip Morris tobacco identity.
Products and positioning
A leading U.S. tobacco and nicotine-products group combining established combustible-tobacco brands with smokeless, oral and other smoke-free product formats.
Cigarettes
Marlboro
Marlboro is Altria's leading U.S. cigarette brand and the most recognizable name in its combustible-tobacco portfolio. It is marketed by Philip Morris USA to adult tobacco consumers and spans multiple product variants. The brand remains central to Altria's traditional cigarette business even as U.S. cigarette consumption has declined and the company has sought to develop smoke-free alternatives.
Smokeless tobacco
Copenhagen
Copenhagen is a major U.S. smokeless-tobacco brand associated with moist oral tobacco and related formats. It became part of Altria's portfolio through the acquisition of UST Inc. and is marketed within the group's traditional oral-tobacco business. The brand serves adult consumers seeking a non-combustible tobacco format.
Smokeless tobacco
Skoal
Skoal is an established U.S. smokeless-tobacco brand acquired through UST Inc. Its portfolio has centered on oral tobacco products, including pouch-based formats. Skoal complements Copenhagen within Altria's smokeless segment and represents the group's long-standing presence in non-combustible tobacco.
Cigars
Black & Mild
Black & Mild is a cigar brand associated with machine-made cigars and related tobacco products. It entered Altria's portfolio through John Middleton, a cigar manufacturer acquired by the group. The brand gives Altria exposure to the cigar category beyond cigarettes and is part of its non-cigarette tobacco offering.
Oral nicotine
on!
on! is an oral nicotine-pouch brand that represents Altria's move toward smoke-free nicotine consumption. The product is designed for adult nicotine consumers and does not involve combustion. Altria invested in the business in 2019 as part of its broader effort to participate in oral nicotine and other emerging product categories.
Electronic cigarettes
NJOY
NJOY is an electronic-cigarette brand acquired by Altria in 2023. The acquisition gave Altria a directly controlled platform in the U.S. vapor category after the company discontinued its earlier MarkTen and Green Smoke products. NJOY operates within a regulatory environment requiring product authorization and limiting how electronic cigarettes may be marketed.
Electronic cigarettes
MarkTen
MarkTen was an electronic-cigarette brand developed and marketed by Altria as part of its initial response to the growth of vaping. The line was later discontinued as the company changed its approach to the electronic-cigarette market and pursued other platforms.
Electronic cigarettes
Green Smoke
Green Smoke was an electronic-cigarette brand associated with Altria's earlier vapor strategy. The company discontinued the brand in December 2018, around the time it shifted its electronic-cigarette exposure toward its investment in JUUL Labs.
Controversies
2026
Albuquerque sues eight tobacco companies over cigarette butt litter
The City of Albuquerque filed a lawsuit against eight tobacco companies, including Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American Tobacco P.L.C, Liggett Group and BSR Distributing, seeking to recover costs of cleaning up cigarette butts from streets, sidewalks, waterways, arroyos and public places. The city alleges the companies continue to produce non-biodegradable filters despite knowing they create waste.
2024
Branded plastic pollution study
Research published in Science Advances identified Altria as responsible for approximately 2% of recorded global branded plastic pollution by item count, placing it among the largest corporate contributors in the study.
2021
Harris County files lawsuit against JUUL
The Harris County Attorney filed a lawsuit against JUUL and several company executives, alleging deceptive marketing of addictive products to young people. The lawsuit claims JUUL targeted younger consumers through social media and its “Make the Switch” campaign.
2020
FTC sues Altria and Juul over vaping deal
The US Federal Trade Commission filed an administrative complaint against Altria and Juul, alleging that agreements surrounding Altria's acquisition of a 35% stake in Juul eliminated competition in the closed-system e-cigarette market and breached antitrust laws. Altria said it would defend the deal and disputed the FTC's view that the investment harmed competition.
2019
Texas woman sues seven e-cigarette companies
An unidentified Texas woman filed a $1 million lawsuit against Juul, Pax, Altria, Evolv Mamasan, Axiocore and Yogi E-liquid. She alleged that Juul's advertising drew her to vaping, that nicotine caused her addiction, and that products from Evolv, Mamasan and Yogi were followed by bronchitis and lipoid pneumonia; she blamed the companies for permanent lung damage and medical costs.
2006
Federal findings on cigarette-risk and nicotine disclosures
A U.S. federal court found Philip Morris and other cigarette manufacturers liable for misleading the public about the dangers of smoking. The ruling also addressed manipulation of cigarette-smoke chemistry to increase nicotine-transfer efficiency and criticized the use of descriptors that could imply reduced risk.
2006
Civil-fraud litigation over light and low-tar cigarettes
Altria-related tobacco companies faced findings that marketing of light and low-tar cigarettes could mislead consumers into believing that those products were safer than conventional cigarettes.
Brand decisions
2023
Acquire NJOY HoldingsM&ABackground
Altria had discontinued MarkTen and Green Smoke and needed a directly controlled electronic-cigarette platform.
Action taken
Altria completed the acquisition of NJOY Holdings.
Aftermath
NJOY became the principal electronic-cigarette brand directly owned by Altria.
2022
Form Horizon Innovations with Japan TobaccoM&ABackground
Altria wanted to pursue heated-tobacco products in the United States while the category remained subject to regulatory review.
Action taken
Altria and Japan Tobacco established Horizon Innovations, owned 75% by Altria and 25% by Japan Tobacco.
Aftermath
The venture intended to seek authorization and commercialize Ploom heated-tobacco products in the U.S. market.
2018
Invest in JUUL LabsM&ABackground
Altria was seeking a significant position in the rapidly expanding electronic-cigarette market as cigarette volumes declined.
Action taken
Altria acquired a 35% stake in JUUL Labs.
Aftermath
Regulatory and commercial difficulties at JUUL led to substantial reductions in the value of Altria's investment.
Purchase price for 35% stake. $12.8 billion (December 2018)
2008
Separate Philip Morris InternationalM&ABackground
Altria sought to clarify the operating focus of its U.S. businesses and separate its international tobacco operations.
Action taken
The company completed the spin-off of Philip Morris International to Altria shareholders.
Aftermath
Altria became predominantly U.S.-focused, while Philip Morris International operated tobacco businesses outside the United States.
2003
Adopt the Altria corporate identityStrategyBackground
The parent company controlled tobacco, international and food assets while facing substantial reputational and political pressure associated with the Philip Morris name.
Action taken
Philip Morris Companies began using Altria Group as its corporate name.
Aftermath
The company retained its tobacco operations while presenting the parent group as a diversified holding structure.
Recent events
Reported
Altria raises full-year earnings guidance[12]
Altria raised its earnings guidance for the year. CEO Sal Mancuso said the company's performance through the first nine months and confidence in its full-year plan allowed it to raise the guidance.
Reported
Altria reports quarterly earnings growth[12]
Altria reported that revenue rose 1% to $6.1 billion and EPS rose 7% to $1.51; the article says it beat earnings expectations.
- Unconfirmed
Reported
BAT files patent-infringement claims over IQOS technology[7]
British American Tobacco filed patent-infringement claims against Philip Morris International and others, alleging that the heating technology used in PMI’s IQOS devices infringed BAT patents. BAT sought damages and an injunction on imports; the article does not report a court determination.
Reported
Albuquerque sues eight tobacco companies over cigarette butt litter[4]
The City of Albuquerque filed a lawsuit against eight tobacco companies, including Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American Tobacco P.L.C, Liggett Group and BSR Distributing, seeking to recover costs of cleaning up cigarette butts from streets, sidewalks, waterways, arroyos and public places. The city alleges the companies continue to produce non-biodegradable filters despite knowing they create waste.
- Unconfirmed
Reported
Denver sues tobacco companies over cigarette butt litter cleanup costs[5]
Denver filed a lawsuit in district court against Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American PLC, ITC Brands, Liggett Group, Liggett Vector Brands and Peerless Products, seeking to recover costs for cleaning up discarded cigarette butts and damage to city infrastructure, stormwater systems and waterways. The city alleges public nuisance, trespass, negligence and product liability violations related to non-biodegradable cellulose acetate filters.
Reported
Denver sues tobacco companies over cigarette butt litter cleanup costs[6]
The City and County of Denver filed a lawsuit in state court on Aug. 7, 2026, against nine major tobacco manufacturers and one distributor, including companies behind Marlboro, Newport and Camel, seeking compensation for environmental damage caused by non-biodegradable plastic cigarette filters to municipal property, infrastructure, stormwater systems and waterways.
Reported
Harris County files lawsuit against JUUL[10]
The Harris County Attorney filed a lawsuit against JUUL and several company executives, alleging deceptive marketing of addictive products to young people. The lawsuit claims JUUL targeted younger consumers through social media and its “Make the Switch” campaign.
Reported
Altria patent infringement suit against Reynolds Vapor[8]
Altria sued R.J. Reynolds Vapor Company, claiming that its products infringed multiple patents. The allegations include products in the VUSE and VELO lines; the article reports claims, not a court determination.
Reported
Altria elects Thomas Farrell independent board chairman[13]
Altria said it had decided to separate the chairman and CEO roles, and its board elected Thomas Farrell as independent chairman of the board.
Reported
Altria names Billy Gifford CEO as Howard Willard retires[13]
Altria announced that Howard Willard retired as chairman and CEO effective April 14, 2020, and that the board elected Billy Gifford to serve as CEO.
Sources15 sources
- 1Altria official corporate historyaltria.com
- 2Altriaen.wikipedia.org
- 3Altria official websitealtria.com
- 4Albuquerque sues eight tobacco companies over cigarette butt litterkob.com
- 5Albuquerque sues eight tobacco companies over cigarette butt littergazette.com
- 6Albuquerque sues eight tobacco companies over cigarette butt litterwestword.com
- 7Albuquerque sues eight tobacco companies over cigarette butt littermarketing-interactive.com
- 8Albuquerque sues eight tobacco companies over cigarette butt litterlawstreetmedia.com
- 9FTC sues Altria and Juul over vaping dealbusiness-standard.com
- 10Harris County files lawsuit against JUULclick2houston.com
- 11Texas woman sues seven e-cigarette companiesdailymail.com
- 12奥驰亚上调全年盈利指引247wallst.com
- 13Altria选举Thomas Farrell担任独立董事长finanznachrichten.de
- 14Altria首席执行官交接12onyourside.com
- 15Altria CEO steps down from the Marlboro cigarette makerfoxbusiness.com
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