In fourth quarter 2013, Lorillard's e-cigarettes revenue surged 38.5% to $54 million. For the full year, e-cigarettes accounted for 3.3% of Lorillard's top line, up from 0.9% the previous year. Lorillard's steady growth in e-cigarettes hasn't gone unnoticed. Reynolds American followed Lorillard's example by launching Vuse e-cigarettes last June, which claimed a 2% market share in the U.S.