I forgot what page I posted it on but the launch of a retail beverage can/does take a long time. It is hard to say when a beverage is "launched" as I have been involved with them before. Is it when you complete your first production run? At your first trade show presenting to retail store buyers? When you get accepted by a retail store? When they place their first PO? When you finally deliver and it is available on shelfs?

Heck they might be delivering to a few stores right now but are waiting on a bigger store that may have accepted them but have not reset the category/isle yet(this isn't a weekly thing mostly 1 or 2 times a year). Especially with the amount of eyes on them I bet they are going to be very careful about when they decide to say it is officially launched.