No doubt. All those negatives are correct. CSD isn't a darling category. Lemoncocco probably doesn't have the upside alone to "pivot" the company in a new direction. It's target market / loyal customers are aging out of CSD category, too.
But I think that brand name still has some cachet. I don't think one could start with $15M today and get as far as Jones has in its history.
News 
Market Data 
Discover 
