I agree energy drinks/shots are a impulse buy - only shareholders are buying cases from Amazon.
The point was that shouts outs from Larry haven't been working - Larry isn't the person to endorse a energy drink - the demographics that follow him are probably more into beer than energy drinks.
It was a gimmick that Adamson thought would work and it hasn't played out that way.
The HJOE energy shot has been around for a year and a half - and still no one knows about it but investors on iHub.