From my market research and experience, this emerging bev market is not a fade or fluke. Some will survive and lead, some will create and hold niche positions, some will become prime M&A candidates and others will go belly up. Those first to market that create a solid and loyal customer list will have a leg up. It will take a lot more than that; however, that's a good start. Let's hope for some solid news from these peeps before the holiday and a upward trend for the PPS. IMO