IQOS' Reduced-Risk Label Victory Shows Altria's Dual E-Cig Track Was the Smart Play

News that Philip Morris International (NYSE: PM) was awarded a reduced-risk label for its IQOS heated tobacco device indicates Altria (NYSE: MO) was smart to have a backup plan in place for the electronic cigarette market. Because its investment in JUUL Labs has all but blown up in its face, Altria's ability to still profit from e-cigs through its IQOS marketing and distribution agreement with Philip Morris shows why a company should not put all of its eggs in one basket.