British American Tobacco says its U.S. cigarette brands are worth $32 billion less and it’s basically because of Gen Z

British American Tobacco says its U.S. cigarette brands are worth $32 billion less and it’s basically because of Gen Z

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British American Tobacco Plc is writing down some of its US cigarette brands by about £25 billion ($31.5 billion), sending shares to the biggest decline in almost four years. The maker of Lucky Strikes is taking the non-cash impairment to reflect the diminishing carrying value of the brands over…

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