That was the entire point of realizing all the revenue in Q4 2017 and kicking the charge-back costs for the promotion to Q1 2018.
Even when the 2017 annual was released and Rich and his acolytes were bragging about how profitable the company had suddenly become, I was wondering why the margins had not appeared to change, even though the retail price had been cut in half for the Publix promotion. And then the Q1 2018 showed up, and it made sense. Of course Rich would kick the costs into the next quarter! If this doesn't sound like a sketchy trick from a stock promoter, I don't know what is.
If there was anything that exercise showed, it was that Rich doesn't have a lot of room to mark Bellissima down. Between paying the people who actually make the wine, Brinkley's cut, and the cut he gives himself through Iconic, he can't come down on price. And the unfortunate fact is, it is mass market prosecco with a promotional tie-in that doesn't excite very many outside this board.
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