Altria Writes Down Juul Investment by $4.5 Billion Amid Vaping Backlash Markets Insider Juul Stock Price Per Share Juul: The meteoric rise, and fall, of the e cigarette company After two costly vaping acquisitions (JUUL & NJOY), Altria shares are down 3% following the first ever authorization of non tobacco, non menthol flavored vapes. This once again raises questions around management's capital allocation in Juul Stock Price Chart Juul Takes a Hit After a Long Year