To reduce its long-term dependence on cigarettes, Altria has also been diversifying its portfolio by selling cigars, snus, nicotine pouches, and e-cigarettes. It initially sold its own MarkTen and Green Smoke e-cigarettes, but discontinued both brands in late 2018 upon acquiring a 35% stake in the domestic market leader Juul for $12.8 billion instead. In its third-quarter report in October, Altria said discretionary spending on tobacco products "remained under pressure as elevated gas prices and high inflation persisted."