The rumor was persistent! Today it is confirmed with information from the Financial Times. The giant Altria (Marlboro) will buy 35% of the shares of the e-cigarette manufacturer Juul for an amount of 13 billion dollars.
JUUL JOINS THE TOBACCO INDUSTRY WITH THIS ACQUISITION
The American tobacco company Altria, which produces Marlboro in particular, will buy 35% of the shares of the manufacturer of electronic cigarettes Juul for an amount of 13 billion dollars, according to information from the Financial Times Thursday, which relies on several sources familiar with the matter. . The investment would value Juul at $ 38 billion, more than twice the current value - $ 16 billion - of the start-up founded just three years ago.
Such an operation would make Juul a true American heavyweight, with a higher value than Ford or Delta Airlines for example. According to Financial Times, Altria's stake would be limited to 35% for a given period, after which any increase in Juul's capital would be subject to negotiation.
In the United States, vaping is a real phenomenon, especially among young people. The use of electronic cigarettes thus jumped 78% last year among high school students. In total, more than 3,6 million young Americans now use electronic cigarettes. Juul, with its USB stick-shaped e-cigarettes, is particularly popular, with 73% of the market captured in three years.
In mid-November, the American authorities proposed a ban on the sale of flavored e-cigarettes on the internet, so that they are only available in stores and less easily accessible to young people.
Source : Lefigaro.fr/
