January 2026: Altria Advances Non-Nicotine Expansion Strategy
As part of its 2028 Enterprise Goals, Altria plans to expand into non-nicotine categories, targeting broad commercial distribution of at least five products by 2028. The company is continuing to test a range of concepts and products developed both internally and in partnership with others, using consumer feedback and market performance to refine its non-nicotine strategy.
Altria’s efforts are focused on products designed to support energy, focus, stress relief, and relaxation. As part of this approach, Altria Group Distribution Company currently provides sales and distribution services to Proper Wild, which reached broad commercial distribution in more than 25,000 retail locations in 2025.
February 2025: Altria announces an investment in Proper Wild energy drinks
Altria identified an immediate oppurtunity to disrupt the ~$14 billion energy drink category in
convenience stores and made a small investment in Proper Wild energy drinks. According to Altria’s own research, 50% of the consumers are interested in an energy shot with all-natural ingredients and 60% of the energy shot consumers believe that products can be improved.
Altria Group Distribution Company (AGDC) is currently providing sales and distribution services for Proper Wild in a small number of retail stores. Altria states that they are gaining valuable data and insights to further the understanding of the category and plan to expand distribution of Proper Wild in 2025. Proper Wild becomes the first of five non-nicotine products Altria aims to commercialize in the US by 2028.
Background
In addition to transformation to Reduced-Risk Products (Next Generation Products, Smokefree products), major tobacco companies are increasingly exploring growth opportunities in adjacent business areas that go beyond tobacco and nicotine. Three main areas explored are:
1. Cannabis
2. Wellness/Well-being & Stimulation
3. Healthcare (Nicotine-replacement therapies, plant-based vaccines, inhaled and oral therapeutics)
In December 2018, Altria invested US$1.8 billion in Canadian cannabis company Cronos – acquiring a 45% stake in the company, with an option to increase this stake to 55% over the next five years. In December 2022, Altria abandoned the Cronos warrant (“exercisable until March 2023 at a price of CAD$19/share”) while maintaining its initial investment1. As a result, Altria claimed a capital loss of ~US$0.5 billion on 2022 tax return. Altria currently owns ~41% stake in Cronos.
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