Musclepharm's energy drink is low to no margin as they have zero distribution. The few outlets it may be at the total cost to get it on the shelf means they are losing money.
And of course if they could penetrate gas station, pharmacy, and convenience store the opportunity would be huge but they cannot and will not.
They have shown they can't make money with sports supplements how are they going to make money with energy drinks.
That's a big if... What incentive do those retailers have of stocking it? They can sell red bull instead. They either need more margin or demand pull. Demand pull is extremely expensive as is margin.
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