Again this was the FIRST three months of production EVER. And it was 3-6 months ago. They have made a ton and paid off a chit load of debt in the last three months, plus opened a new product line, plus increased store count!!!
It was the test run in a limited market with only one version of RISE and COFFEE BOOST. They did promos for the product as well, as in FREE CASES. That is normal marketing strategy to get product placement.