Lorillard seems to be doing just fine with that..
Lorillard Management Discusses Q1 2014 Results - Earnings Call Transcript | Seeking Alpha
EDIT: Analysts Q&A on page 6...
Lorillard Management Discusses Q1 2014 Results - Earnings Call Transcript | Seeking Alpha
Lorillard Stock is Doing Great. And it pays a Nice Dividend.
There was Talk about Reynolds doing a buy-Out. But that seems to come up about every 2~3 Years.

If any BT company would buy ProVape, it would be only for the trademark name and good will.