The Canadian pioneer turned a C$5 billion war chest into a sprawling global experiment. After closures, write-downs and a strategic retreat, its comeback now rests on a less glamorous idea: grow better flower, sell it through channels it controls and stop confusing reach with a business.
ITG Brands was assembled from century-old labels and a modern divestiture. Now America's third-largest tobacco company is using the reach of Winston, Kool and Backwoods to chase growth in oral nicotine - while regulation keeps rewriting the map.