Your insight probably explains the whole issue of the "retention problems" this company has had! They could spend eternity placing it in "NEW" locations but its the locations they have BEEN that never gets re mentioned if you've been following this BBDA story. Most other successful beverage companies usually will make multiple announcements over the course of several months and years of how their "Sales Through" continue to grow with key distributors and retailers. Example: 2010 "X" company announces dist with "y" company, 2011 "y" dist increases their purchasing of "x" company's products, 2012 "x" company's sales have doubled/tripled with "y" dist...etc. NONE of that has EVER happened with BBDA. Once they announce a distribution agreement its like they forget and move on. Sure the product gets placed- initially but once the sales through never materialize, as promised by BW, the product gets dropped! So what does BBDA do? They announce another Dist deal with some obscure Dist company (tends to happen most recently because they've already burnt many legitimate distributors and the word in the industry is that it's NOT a product worth carring) that was recently set up as an LLC. You see, if you know anything about the brand/beverage business, its EXTREMELY hard work to build a loyal customer base. The retention IS the only thing that matters. But as someone once said, "its easier to sell shares and put out PRs than to build a successful business from scratch!"
