Drinks Americas Holdings, Ltd. (DKAM)

[Baileyuk]

It is one of two strategies but not necessarily a good thing. Until recently no one would sign with an AB distributor as AB would basically control the brand by applying pressure on their distributor. That changes a few years back as the distributors revolted as they needed more craft beer brands to capture a rising market. Rheingold is a Super Premium and not a craft beer brand so it is a little riskier but the reps should know how to sell a fuzzy light lager.

So basically not a bad decision, but hardly a guaranteed home run. (the exact same argument could be used for a miller distributor, or an independent one)