If you force a national roll-out and the cans look boring or uninteresting no one will buy them. When no one buys it you don't get any more orders and you're national rollout is a massive bust. The drinks may be great but you have to get people's attention before they even taste it and I don't think APRU has the kind of funds for a massive ad campaign. The product has to be hot out of the gate so people keep ordering. We can swear by the drinks all day long but unless people try them it's money down the drain.
Releasing a product without market testing is terrible for a business that isn't big enough for brand recognition to carry sales.
I don't think any of that is off the table though. He did again mention "National rollout" and he's said over and over again that it would happen in 2020.
The share price continues to be awful, but I used it as an opportunity to buy almost half of what I already owned at 1/3rd the price!
It's literally like Tony went on Shark Tank and made a deal, so I still see this as a low-risk investment.
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