There is another overlooked market right under BBDA's nose. Vegas casino hotels. When I was younger and made a lot of trips out there, one of my biggest problems was to get to sleep, after the 19 gallons of pop I drank, while gambling all day long. Get the hotels to put a couple complimentary cans of Unwind in the mini fridges and maybe a Blast 180 energy shot on the dresser. If nothing else try to hook up with the vending machine companies that have pop machines on every floor of every hotel in town. Atlantic City can't be that far away from BBDA headquarters, to use as a test market. Go talk to some hotel managers. Seems to make more sense than speeches to hungover people in England...