On this week’s Behind the Idea, we jump right into the long case for a beloved dividend company and notorious corporate name, Altria, ticker symbol MO. We speak with Atlas Research about his bull case for Altria as a stock that will beat the S&P 500. There are the recent concerns around vaping, the break-up of the Philip Morris merger, and the ESG angles and squeamishness around owning a cigarette stock. Depending on your predilection, that’s either a recipe to stay away or the very reason to buy. Atlas is on the long side and makes the case as we grill him on this week’s Behind the Idea.Topics Covered2:45 minute mark – reviewing the past few years for MO and the bull case8:15 – The obvious value story, but is it…too obvious?11:45 – Looming liabilities for Juul?15:15 – Looking at the Phillip Morris merger18:15 – The ESG angle21:45 – Addiction driven models24:15 -The MSA’s legacy28:15 – What role does cannabis play for Altria?34:15 – The economics and regulatory outlook for vaping38:15 – Summing up the investment case40:45 – The classic sin stock story