SMART MOVE! Family is in the distribution business & brands need A TON of money to gain a foothold. Which WILL = DILUTION. There's just NO WAY around the VAST & MASSIVE amounts of money it takes to ESTABLISH a brand in this highly contested market.
NOT TO MENTION getting the product bought (awareness/marketing dollars) & drunk.... Especially in this market, WHILE facing inflation & recession pressures; & people are very PRICE SENSITIVE (during these times)! They just CAN'T COMPETE.
Those CONDITIONS ALONE means 99,999 of 100,000 brands launched WILL FAIL! Simple as that.