What is the "job of the future?" Find out in the next edition of Axios AM.

Stories

Marlboro maker Altria in talks to take minority stake in Juul

Someone smoking Juul vape
Photo: Eva Hambach/AFP/Getty Images.

Altria Group, one of the world's largest producers and marketers of tobacco and cigarettes, is reportedly in talks to take a significant minority stake in e-cigarette company Juul, reports CNBC.

The big picture: Though Juul is reconstructing its marketing plan to curb usage among teens, the company still has a majority of the market share in e-cigarettes and is valued at $16 billion. The business for e-cigarettes is expected to rise at an annual growth rate of 17%, higher than 12% in 2017, according to a Wells Fargo analysis of Nielsen data.

By the numbers

Yes, but: If Altria goes through with investing more in the controversial e-cigarette market, the price could be steep considering the startup's bolstering valuation.

Go deeper: