Altria's Marlboro Market Share
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Altria 's main brand is Marlboro , which has a nearly 42% share of the U.S. cigarette market.
The company's entire future rests largely on its ability to execute in just a single region.
Altria has tried to diversify beyond cigarettes, including an investment in vape maker Juul and in a marijuana company.
Its most recent investment, NJOY , is executing well but has found itself in a legal confrontation with Juul .
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