Altria: JUUL Of Denial - JUUL (Private:JUUL) | Seeking Alpha It is not rocket science to extrapolate how much of JUUL's fabulous growth is coming from this segment. Investors should brace for the write-down and an explicit admission of the error from management. The stock has gotten cheaper for sure, but this is not the Altria of the past, and buy and hold may not be the best choice. Instead of that we would look for a tradeable rally near the low $40s. A more lasting buy point could come if Altria's own sales volumes stabilize and it writes down the value of JUUL.