Seems that way,
I'd see that as a plus. I've posted before on this because a good friends father was an engineer in a bottling plant. His plant has it's own labels as well and handled Coke for parts of the European market. They had their own distribution, knew local chains and so forth. For them a brand like Coke was a major coup and thier own product would have been more niche orientated.
Don't know how this works for Rush (the bottler may see thme as niche), but it's not something I'd see as a negative.
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